A-Mild cigarette kretek filter is becoming one of main players in
Indonesian market share of cigarette. PT. HM Sampoerna has removed Djarum's
position from number 2 to number 3. As a result, PT. HM Sampoerna becomes
the second biggest cigarette company after Gudang Garam.
How PT. HM Sampoerna does its business is very interesting to follow.
Many new brands of cigarette come and no longer go. It is very hard for a new-cigarette
product to join the market competition. However, this situation do not
happen to A-Mild cigarette kretek. Why ?
The success of A-Mild cigarette kretek is achieved by a hard fight in the
tight market competition. To occupy a good place in the consumer's perception,
PT. HM Sampoerna must be able to do the right product positioning strategy.
With a position as the cigarette kretek with low tar and nicotine degree, A-Mild
tries to join the market and gives a different taste to its consumer.
Author
• (92295051) IRWAN K. TJANDRA
Contributor
• (44396) SENDJAYA
Publisher
Universitas Kristen Petra
Year : 1997
Subject
1. MARKETING-MANAGEMENT
Keyword
cigarette kretek, product strategy, market competition, consumer perception, low tar
Category
d2 - Final Project (Petra Bussiness English)
Language
English
Rights
Final Project No. 035/PBE/1997; Irwan K. Tjandra (92295051)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made
jiunkpe-ns-d2-1997-92295051-16051-kretek_mild-cover.pdf (0 kB) - [permalink] jiunkpe-ns-d2-1997-92295051-16051-kretek_mild-abstract_toc.pdf (191.17 kB) - [permalink] jiunkpe-ns-d2-1997-92295051-16051-kretek_mild-chapter1.pdf (310.78 kB) - [permalink] jiunkpe-ns-d2-1997-92295051-16051-kretek_mild-chapter2.pdf (331.54 kB) - [permalink] jiunkpe-ns-d2-1997-92295051-16051-kretek_mild-chapter3.pdf (569.21 kB) - [permalink] jiunkpe-ns-d2-1997-92295051-16051-kretek_mild-conclusion.pdf (233.75 kB) - [permalink] jiunkpe-ns-d2-1997-92295051-16051-kretek_mild-references.pdf (166.43 kB) - [permalink] jiunkpe-ns-d2-1997-92295051-16051-kretek_mild-appendices.pdf (208.69 kB) - [permalink]