ANALISIS DAN STRATEGI PENINGKATAN BRAND IMAGE PRODUK PT. BIOTECH FARMA DI KOTA BANDUNG
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Date
2016-05
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Tesis Program Magister Management Universitas Widyatama Bandung
Abstract
This research based on weaknesses of the product brand image of the PT. Biotech Farma in Bandung, that was explain by the sales data PT. Biotech Farma in Bandung especially for the main customer that is Government Hospital which is still small relatively, whereas the sales potention in bandung is quite large. This research aimed to describe and analyse the strategy to improve the brand image of the product of PT. Biotech Farma in Bandung.this research was done in several government hospital in Bandung. This research used qualitative approach with descriptive method. The data collected by interview, documentation review and observation. The result of this research indicate weaknesses of the product brand image of the PT. Biotech Farma that was explain as many consumers are not familiar with the products of PT. Biotech Farma such as product brand, after-sales service to the way the promotion carried out by PT. Biotech Farma. To improve the product brand image of PT. Biotech Farma in Bandung from the product aspect by focusing the best aftersales commitment, responsible, and trustable. From the price aspect that PT. Biotech Farma has issued reasonable price and approved by the government but still must committed to prioritizing best services. This condition caused reduction the profit margin of PT.Biotech Farma but that condition remain to be executed in order to survive in this market and in order to improve product brand image of PT. Biotech Farma in Bandung and PT. Biotech Farma shoud be renegosiated to the principal to overcome profit margin slackening due to low price of the product of PT. Biotech Farma. From promotion aspect obtained information that the best personal selling is the important things to improve product brand image of PT. Biotech Farma and supporting by the reference data from the another customer product usage can be improved trust of the customer to improve product brand image of PT. Biotech Farma in Bandung
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Brand Image, PT. Biotech Farma