Dogosh

a little Sharing , Like the distribution a monitor product in Indonesia per January 2002. And this product ever the famous product in Indonesia and South-East Asia. But that became the problem that is beforehand had gained market leader during 1996 but afterwards they broken off with the Principal. Afterwards just official tied the co-operation in January 2002. With the condition for the market has begun to be bored the alias has entered brand other like samsung, LG, GTC and other. And market share biggest at this time reached approximately 30%.

The became problem, this product in the eyes of the consumer as the not so good product in the quality. This the past incident but during now we are convinced concerning the quality of this product so as we the set price in the level mid-high. With assumption when we the set price in the level mid-high was hoped for by us the quality in positioning consumer became good. But the incident was the reverse so as per today market share that was reached by us approximately 0.6%. How to boosting this product?

If from the corner of the person market research, definitely must propose to carry out market research against this brand . Whether the most important for users in the purchase of the monitor, the price, the quality of view in the screen, the futuristic form, etc.. This will have an impact on the development and the improvement of the product in the future, at the same time for the form of communication to the consumer.

The cause from market saturation including the number brand just sprang up, was increased again with the category of the monitor product was not "fluently” of the other computer component, such as the harddisk, processor, memory. Faced the market has been bored at this time, this brand must be able to give something , that was different from other monitors.

The example of the case,

Indeed if wanted knew in more detail and clear whether available dibenak the consumer, must be carried out research before moreover for his product was already perceived had the ugly quality by the consumer ? The following question was the shape of the quality for the consumer like what? The quality would be able to various things the characteristic .

That made brand this could become market leader several years ago because what? What because of not having the competitor or indeed brand him had value proposition that was superior was compared brand the competitor?

How could it be that repositioning was carried out when we did not know whether our surplus at the time of to market leader and that more crucial was whether available in mind the consumer against brand that is relevant now? That not to mention by the number brands just that sprang up then the competition will become was difficult because of being already done many brand that occupy customers mind. Must do mapping position previously and looked for the gap where being gotten by the possibility for repositioning and occupy the uncontested ground.

With Focus Group Discussion also bisa. if the normal research possibly results a little bagus. if with FGD, his research more the focus and results even less more could depict what we were wanted.

From the side of a practitioner in the ISP field (the Service Provider internet) and ITSP (the Telephony Service Provider Internet) and the experience in the sale of computer (home-made) or generic computer that in surabaya focussed in shops at Surabaya Mall (THR Mall).

The first, for example at this time your product was changing the Image in end user (the consumer) good that the aspect of the quality and the price afterwards still continue to had market share 0.6 %, (far from that for hoped ), requested this compared with moments beforehand the product time menguasi market share (Possibly had added value at the time, possibly the price was cheap, was Often encountered in outlet-outlet or in almost each shop or the other matter, that made this product have an interest taken in themshelves by the consumer).

The secondly, according to my experience the growth of the IT world indeed very fast, meaning that customer or the new customer will also develop fast and his composition will be bigger than the old customer . from this experience, the customer just found it easy to be affected by the advertisement and the seller in shops or outlets computer, meaning that every time they will buy one package of the computer (included the monitor) definitely also will consider what the seller's words. So as needed also the focus towards the advertisement about this product in the good media electronics and the newspaper and the magazine, afterwards that was second was decisive that this product was easy to be gotten in each shop/outlet.

The third problems of the price, our Community in level middle-lower was the consumer who really was sensitive to this problem. Because of that if thatyou’re your scrutinised were this level then you must correct "price" you. However if you will play in the level of Hig-middle then you must dare to compete with many brave products offered with the competitive price and the service guarantee purna jual that was good.

The last, possibly that could be made consideration was decisive that your product was easy to be gotten and to be easy to service if damage happening.

Oke next I will continue this matter as part 2 ........