MENGANALISA PRODUK POSITIONING PEMUTIH WAJAH POND’S FAIR & LOVELY DI SURABAYA

Abstract

Competition colors the development of the business world as a result of the existence of a global market. More and more products are flooding the domestic market which causes sharp competition (hyper competition) among companies that produce similar products. In a market with intense competition, the company's success depends on the company's ability to implement the marketing mix strategy appropriately by combining the variables, namely: product, price, distribution channel and promotion. In addition, it also depends on the company's ability to know its marketing environment and use the information obtained appropriately.

Before launching its product on the market, the company must have determined the target market to be served. This can be done by dividing the market into several segments with certain criteria or characteristics. In the selected target market, the company should do the positioning (placement) of its products to face the competition.

To be successful in an overcommunicated society, a company must create a position in the minds or minds of its prospects. The mind is the last bastion against the boisterous of communication as a place to filter, receive, and reject the information offered. If in the mind or thoughts have been formed, then it is difficult to tear it down. According to Kotler (1991:380), "Positioning is the act of designing the company's image and value offer so that the segment's customer understands and appreciates what the company stands for in relation to its competitors."

Positioning is the act of designing the company's image and offering value, so that consumers in the target market can understand and appreciate what the company is doing compared to its competitors.

In order for the product to have a good image, the company must position correctly the important attributes according to the intended target market. Kasali (1998: 527) says, "Positioning is a communication strategy to enter the window of the consumer's brain so that your product/brand/name contains a certain meaning which in several ways reflects the superiority of your product/brand/name in the form of associative relationships."