Product Positioning Strategy

Product positioning is closely related to market segmentation for product placement is intended to serve a specific target market. Therefore, understanding the product positioning strategy as a strategy used to embed an image of the product in the minds of consumers so that these products stand out in comparison with competitors' products. Its primary focus is how so consumers have the same perception with the expected manufacturer of the products offered.

Product Positioning

In the process always starts positioning product positioning. This opinion was expressed by Regis Mc Kenna (1985: 37), which also suggests the definition of product positioning as follows: "The positioning process Should begin with the products themselves. To gain a strong product positioning, a company must differentiate its product from all other products on the market. The goal is to give theproduct a unique position in the market place. " From the above definition implies that the positioning process should begin with the product itself.

Role Positioning In Marketing Strategy

According to Craven (1991:270) that the positioning of a very large role in marketing strategy, after conducting a market analysis dananalisis competitors in a firm's internal analysis (total situation analysis). The reason the world is now torn over communication, the explosion of goods, media, and advertising. As a result the mind of the prospect of a battleground.

Definition of Brand Equity

Brand Equity is the value of a brand according to how far they have high brand loyalty, name awareness, an acceptable-quality, strong brand associations, as well as other assets such as patents, trademarks and channel relationships (Kotler, 2002). The product is something produced in the factory, but who actually purchased by consumers is his brand.

Definition of Positioning

Positioning is the act of a company to design products and marketing mix in order to create a certain impression diingatan consumers, and thus consumer segments to understand and appreciate what the company in relation to its competitors. When a brand to find an effective positioning statement, brand team often very wise and keep it and use it again and again, that's the core of the positioning statement strongly positioned the brand name in people's minds.

Role of Brand

Brands play a pivotal role, one of which is to bridge the expectations of consumers when we promise something to the consumer. Thus it can be known of the emotional bond created between the consumer and the company producing the product through the brand. Ordinary competitors offering similar products, but they may not offer the same emotional promise.

Brand Definition

Brand is a name, term, sign, symbol design, or combination thereof that identifies a product / services produced by a company. The identification also serves to differentiate the products offered by competitors. According to the American Marketing Asciation in Ranguti Freddy (2002: 1-2), "Brand is a name, term, sign, symbol or design or combination of those things. The purpose of branding is to identify the products or services produced so different from the products or services produced by competitors".

Strategic Sales Service

Most companies mengoprasikan customer service department with the highly variable quality. Providing after sales services, including maintenance and repair services supply aftermarket accessories and warranty. According to Philip Kotler (2002) there are four alternatives that the company in providing service after the sale transaction, namely: 

Component of Sales Service

After-sales service has several elements, as told by Philip Kotler (2002) that the elements in the after-sales service are as follows:

1) Warranty

Warranty is one very important factor in implementing sales service, as said by Thomas A. Gannon (1987: 88) in Philip Kotler (2002: 508) that  A warranty assures the buyer that a product is of kind specified (Meet Specification) and is free of encumbrances (Defect Workmanship or Material) A guarantee assures that a product performance will amply with the warranty. 

Definition of Sales Service

Philip Kotler (2002: 508) says "After sales service is a service the company provides to a consumer after the sale". Meanwhile, according to Hindle and Thomas in Tjiptono Fandy (2008: 32) "After-sales service is a service provided by the manufacturer to the consumer after the consumer buys the product from the company".

Application of Regression Analysis in Business

Linear regression analysis, data analysis is a method that has two or more variables. "Relevant", "create" real "value of the row values to predict the decline of x, corporate events, product quality, manage and analyze various information for decision-making at points of two-variable forecast system y.

An analysis of the trend line

Linear regression to estimate future activity or by using the data, you can create a trendline trendline trends. "used business income or a trendline usually in time features of the product. Stock prices, oil prices or all trendlines for analysis features.

ISO 9001:2008 and the Eight Principles of Management

Wawan Setyawan (2009) says that the ISO 9001:2008 QMS focus on the effectiveness of the process of continual improvement with the main pillars PDCA thinking, where in each process are always doing careful planning, with clear measurable implementation, evaluation and accurate data analysis and action appropriate improvements in order to really solve problems occurring in the organization.

Definition of Retail Marketing Mix

According to Dunne and Lusch (2005), that the retail marketing mix are:

"The combination of factors use to santisfy need influense consumer purchase decision. Element in the retailing marketing mix include the types of the merchandise and sevice Offered, merchandising, pricing, advertising and promotional programs, store design, merchandise displays, assistance to costomers provided by sales people and convenience of the store's location ".

Types of Retail Business

According to Berman and Evans (1992), that type of retail business can be classified into four, namely, among others: based on business ownership, based on the categories of merchandise (merchandise category), based on the area (sales area) and retailers without stores (non-store retailers).

1) Type of Retail Business For Owners

a) Single Store Retailer

Type of retail business is the most numerous with the store size is generally under 100 m2. Starting from a kiosk or shop at traditional markets to modern mini: with individual ownership.

Characteristics of Retail Business

Here are some characteristics of a retail business that distinguishes it from other business entities. According to Berman and Evans (1992: 41). Retail business there are three characteristics, namely: small enough quantity, impulse buying and store condition. The explanation of each characteristic, as follows:

Understanding Retailing

"Retailing is the final stage in the progression of merchandise from producer to consumer". (Dunne and Lusch, 2005: 4). Meanwhile, according to Berman and Evans (1992: 14): "Retailing is INVOLVED Those business activities in the sale of good and Their sevice to consumers for personal, family or household use".

Marketing Mix

The definition of the marketing mix according to Philip Kotler (2008:85) is "The controlled variables are coupled marketing company to produce the desired response in the target markets (target market)". According Lupiyoadi Creep (2001) marketing mix 4Ps covering products goods, namely: product, price, place, and promotion, while for the service plus three more elements, namely: people, process, and customer service.

Understanding Marketing Management

To achieve this goal required a series of marketing activities is a process with the intention of causing the exchange of goods / services that are mutually beneficial relationship between the companies with the consumer. Activity in question is the marketing management.

Marketing Functions

According to Philip Kotler (2008), marketing has the function to "realize the objectives of the company." As for his ways are as follows:

1) establishing a customer base (customer base) are strategic, rational, and complete with information;

2) identify the needs of customers and prospective customers who present and future;

Understanding Marketing Concepts

In the implementation of marketing activities, companies should be based on a concept of marketing. Marketing concept encourages companies to provide satisfaction to consumers through products and services offered. According to Philip Kotler (2008:12), "The marketing concept is the key to achieving organizational goals consists of determining the needs and wants of target markets and deliver the expected satisfaction more effectively and efficiently than competitors."