Marketing Mix for Lovely Pelangi Ice Cream

Widyani, Fenny (2016) Marketing Mix for Lovely Pelangi Ice Cream. Other thesis, Fakultas Bahasa dan Seni Unika Soegijapranata.

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Abstract

A lot of people, especially children, like ice cream. Ice cream is also good for children’s growth because it is made of milk, and it has a lot of protein and also energy. Lovely Pelangi Ice Cream is arelatively new company in this already packed industry. In this study, the writer has the intention to investigate the compatible marketing mix strategies for Lovely Pelangi Ice Cream to help the company to grow.This study uses quantitative and qualitative research method (Mixed method). This study is done by analyzing the result of the questionnaire which is given to 50 participants. The questionnaire is consist of 2 part; the first part is close ended questionnaire which later will be analyzed using SPSS, and open ended questionnaire which is used to gain a deeper insight on Lovely Pelangi Ice Cream performance based on the customer’s point of view. The result of the study is there are 5 different strategies(Intensive Strategy, Product Differentiation Strategy, Niche Market Strategy, and Innovation Strategy) which can be applied to growLovely Pelangi Ice Cream.

Item Type: Thesis (Other)
Subjects: > 650 Management > 658 Management > Marketing Management
Divisions: Faculty of Language and Art > Department of English Literature
Depositing User: Mr Ign. Setya Dwiana
Date Deposited: 27 May 2016 03:40
Last Modified: 27 May 2016 03:40
URI: http://repository.unika.ac.id/id/eprint/9524

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