Sikap Konsumen terhadap Minuman Ringan Non Isotonik Mizon Fres'in sebagai Brand Extension Mizone

Susfika Khairussyifa Nabila , Pulung Setiosuci Perbawani

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT Value that offered in soft drink industry is able to touch the figure of billions of dollars. Inevitably various brands emerge, do some innovation to win the market. The emergence of the many brands that would make the competition is becoming increasingly widespread and requires each player to compete in managing its brand strategy. One of popular strategy and frequently applied is brand extension. This strategy is able to promise huge profits, but also overshadowed by a greater risk of having to risk large parent brand name. In practice, Aqua ever failed when presenting Aqua Splash of Fruit. In that time Aqua Splash of Fruit can not last long on the market. As if still feel curious about the Aqua Splash of Fruit, Aqua just like trying to bring Aqua Splash of Fruit back under it’s sister brand maintenance, Mizone. This product called Mizone Fres'in. Mizone Fres'in totally different from Mizone that well known as isotonic drinks. Thus the consumer attitude is very important in view of the possibility of developing Fres'in Mizone in the market. Very low intension to buy on Mizone Fres'in has found in consumer self because the consumers do not agree with the flavor offered by Mizone Fres'in. Keyword: Mizone, Mizone Fres’in, brand extension

Kata Kunci : Iklan -Merk