The Application of Consumer’s Knowledge and Involvement Strategy in Adu Segar Larutan Penyegar Case Study from Company Cap Kaki Tiga...

CONSUMER TENDENCIES PAPER

The usage of Consumer's Know-how and Engagement Concept in " Adu Segar Larutan Penyegar” Case Study from Brand Cap Kaki Tiga Perspective

September 2012

MMBM Batch 25 Staff #2

Dickson Mulia 0152121007

Genoveva Iswati0152121016

Arfianti Puspitarini0152121035

Maulana 01521210xx

EXECUTIVE SYNOPSIS

Larutan Penyegar Cap Kaki Tiga, getting manufactured by REHABILITATION Kinocare, is usually facing a intense competition against Larutan Penyegar Cap Badak since Wen Ken Drugs decision in February 2011 to pull away the permit from REHABILITATION Sinde Budi Sentosa and granted it to PT Kinocare. On the market, the new Larutan Penyegar Hat Kaki 3 is regarded as a replica merchandise of its predecessor and perhaps they are struggling to find consumer brand awareness and ultimately become customer's choice. In such a case study, all of us recommend Larutan Penyegar Cover Kaki Tiga to get from the limited corner by simply implementing a breakthrough creativity in order to gain consumer interest and remove customer's visual symbolism of Badak logo which was anchored in consumer's storage since 1937

I. HISTORY

1937 - The Product Age

About seventy five years ago, in 1937 4 Singaporean Oriental families went into organization together to market a key traditional medical recipe which will becomes called Three Lower limbs Cooling Normal water. In Hokkien, '3 legs' (pronounced while Sa Ka) is a popular saying meaning to flatter someone. But in the field of traditional medication in Singapore and Malaysia, the '3 legs' means a simple successful way to avoid or treat fever and headache caused by 'healthiness' in the body The logo features two thighs on sturdy ground and one extra leg to supply additional support and speed up the healing process. The shaped legs signify equality for a lot of and humbleness on others' views and suggestions. And lastly, the circle marks the cohesiveness of the staff and customers centered on the three-way legs

78 – Advantages into Dalam negri Market

Regarding 30 years before, in 1978 Wen Ken Medicine Co. Ltd Singapore naturally the certificate of 3 Legs (known locally because ‘Cap Kaki Tiga') to PT Sinde Budi Sentosa as accredited manufacturer with headquarter positioned in Jakarta.

2011 – Transfer of License

Wen Tobey maguire Drug Co. Ltd Singapore withdrew the license of Cap Kaki Tiga from PT Sinde Budi Sentosa and transfered it to Kino Group.

February 2012 – Competition

Kino Group was forbidden from using Cap Kaki Tiga brand together with Cap Badak painting around the product. PT Sinde Budi Sentosa features won their particular claim over the usage of Cap Badak piece of art on their products and Kino Group may use Cap Kaki Tiga brand. This is actually the beginning of the competition on cooling down water between Cap Kaki Tiga and Cap Badak. Following may be the comparison of the item: Larutan Penyegar Cap Badak (Sinde) and Larutan Penyegar Cap Kaki Tiga (Kino).

About Kino Group

Kino Firm started being a small division company known as Duta Lestari Sentratama back in 1991. � Another big step was taken in 1999, Kinocare Era Kosmetindo,  manufacturer of a broad variety of personal care products for all sexes and age ranges was established. 2003 saw Kinocare Era Kosmentindo enlarged their businesses further more into homecare division by giving a wide range of homecare products beneath the brand Smooth. Expanding into Cookware region, in 2002 Kino opened its branch business office in Malaysia; Kino Proper care (M) Sdn. Bhd., in addition to 2003 inside the Philippine; Kino Consumer Korea Inc. and also established distributorships with some other big supplier companies in Singapore, Brunei, Vietnam and Myanmar. Kino Group involves the following:

1 . PT KinoCare Age Kosmetindo: Personal care and Home maintenance systems (Kino Perspire, Ovale, Eskulin, B& N Kids Shampoo, Ellips, Modern, Cap Kaki Tiga) 2 . PT KinoSentra Industrindo: confectionary products just like candies, snack foods and chocolate (Kino Candy) 3. PT KinoAid Dalam negri: Pharmacy and Beverages (Resik V, Complete, Panthers)...

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