Tiono, Adria Devius (2009) A Marketing planto relaunch energen milkuit back into market. UNSPECIFIED thesis, UNSPECIFIED.Full text not available from this repository.
Milkuit is a brand extension from Energen. It is one of Energen tools to strengthen the brand image and brand equity towards brand that associated with nutrition and health. Milkut has launched at June 2004, and it is the first brand and line extension from Energen after 13 years known as milk and cereal products. The product launch is not very smooth, several factors were behind this trouble. First, the product didnÂ�t get through marketing concept of new product development process. It was only focusing on development of the product itself, creating taste that accepted by consumers and the packaging design was created without any strategic direction. Second, the management directions also play a role in this failure. When the first brief, the management want this product become a premium product and only sold in modern trade at Rp. 1.000 per pack that doubled competitor
|Item Type:||Thesis (UNSPECIFIED)|
|Uncontrolled Keywords:||Marketing Plan; Brand Relaunch; Brand Revitalization|
|Depositing User:||Unnamed user with email email@example.com|
|Date Deposited:||23 May 2011 12:07|
|Last Modified:||23 May 2011 12:07|
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