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The Internal Branding Process: Customer Reprofiling and Brand Positioning (Empirical Study on Traditional Snack Food in Bandung-Indonesia)

Dani Dagustani


Herry A. Buchory


Mutia T. Satya


Ivan Diryana

Dani Dagustani 1 ,

Herry A. Buchory 1 Mutia T. Satya 1 Ivan Diryana 1 
  1. Business and Management Program, STIE EKUITAS, Bandung, Indonesia 1

Pages: 18-30

DOI: 10.18488/journal.62/2016.3.2/

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Currently the target market traditional snack food called “borondong”of Majalaya-Bandung only based on geographic region, with the target market in several areas around Bandung. This situation causes the product looks almost same or a generic product in the consumers perspective that have difficulties to position its brand excellence in consumer perceptions. On the other hand the customer profile of the target market is very diverse both in terms of demographics, lifestyle and behavior. Advantages that are not understood by the consumer will certainly have an impact on the marketing performance of traditional snack food businesses like “borondong” . The purpose of this study was to conduct re-profile consumer snacks food Borondong which is based on differences existing products, demographics and consumer behavior. Results of re-profile customer and the target markets which appropriate for each brand of products is the basis of brand positioning of each product. This research was conducted with descriptive method through surveys descriptive and data analysis using cluster analysis and corespondence analysis and product profile mapping techniques. The results of the research, cluster analysis to form six new segment of the consumer market Borondong, which is the cash cow, the next new hope, the good boy, poor segments, Nice Niche Market and challenging targets. Correspondence analysis resulted in correspondence between the brand with a new positioning attributes.

Contribution/ Originality
The paper’s contribution is  useful  for brand communication strategy in the form of creating a brand for traditional snack food entrepreneurs that can improve sales performance of products and building a strong brand




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