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Products Positioning of Men Facial Wash Based on Attributes Product Using Multidimensional Scaling Analysis (Mds)” “PRODUCTS POSITIONING OF MEN FACIAL WASH BASED ON ATTRIBUTES PRODUCT USING MULTIDIMENSIONAL SCALING ANALYSIS (MDS)” (Study at Men’s Student Faculty of Economic and Business University of Brawijaya) Dimas Bagus Firmansyah International Management Program, Faculty of Economic and Business, University of Brawijaya *[email protected] Abstract The aim of this research is to describe product positioning map of facial wash for men based on attributes product. This research focus to see the product variance, quality, design, futures, brand name, packaging, sizes, services, warranties, returns of each facial wash for men. The population in this research is a student Faculty of Economic and Business University of Brawijaya which customers of product MensBiore/Nivea For Men/Vaseline Men/L’Oreal Men Expert/Garnier Men/Gatsby Face Wash, or OXY. This research sample is 100 people. The sampling method utilized in this research is non probability sampling. Research instrument was tested using factor and reliability test analysis. To find out the product positions using Multidimensional Scaling Analysis (MDS) in software SPSS for Windows 16.0.The results showedGarnierMendominatealmostallthe attributes ofproduct perceptions, andMensBioreoneproductattribute. And attributes product of OXY alwaysbeat thelowest levelthan seven productsoffacial wash for men. Keywords: Brand Positioning, Attributes Product, Facial Wash, MDS INTRODUCTION is not only determined by the mind, but Economic growth and technology progress also by the emotion (Kertajaya, 2003). effect citizen’s lifestyle. In the modern era like now, men also need skin care. The The facts show an increase in the use of forms of treatmentneeded by men are men skin care products globally similar to those needed by women. Skin and nationally. Therefore, toiletries care for men is no longer a strange thing. industries compete to getthis business Now it is something common. The opportunityby launchingspecialfacial demands of life have directed them to pay cleanserproductsfor men.Judging from attention to appearance thegrowing number of cleaning andhealth,especially skin. This products, consumers will havemore options prompted the need of cosmetics for men. inpurchasing them. The inception of the orientation of WO- MEN makes MEN behave and follow the Products of men'sfacial wash that is laws of WOmen, which is always paying currently circulatinginIndonesia are attention to detail. In the modern marketing Men'sBiore(PT. Kao Indonesia),NiveaFor trend, customer sensitivity should be Men (PT. Beiersdorf Indonesia), processed in detail by harnessing emotional VaselineMen facet of the consumers. The conception of (PT.UnileverIndonesiaTbk.),L’OrealMen WO-MEN led to a shift where excellence ExpertandGarnierMen 1 (PT.L'OrealIndonesia),GatsbyFace important and interesting. Therefore, the Wash(PT.MandomIndonesiaTbk.)andOXY writer decides to take title “Product (PT. Rohto Laboratories Indonesia). Positioning of Facial wash for men Based on Attributes Product Use Every businessperson wants the product Multidimensional Scaling” (Study at Men more superior in the consumer eyes. In the Student of Economic and Business Faculty effort to win the competition, companies University of Brawijaya). must have specific marketing strategy. The first is market segmentation, which is the Based on the explanation above, the process of dividing a market into distinct research problems that will be discussed in groups of buyers with different needs, this research are: (1) How is the product characteristics, or behaviors, who might positioning of facial wash for men based require separate products or marketing on attributes product in Faculty of programs. The second is targeting. It is Economic and Business University of about evaluating segment attractiveness Brawijaya?; and (2) How the attributes and selecting one or more segments to product strategy conditions of facial wash enter. The last is positioning, which is the for men in Faculty of Economic and way the product is defined by consumers Business University of Brawijaya? based on the important attributes – the place the product occupies in consumers THEORETICAL FRAMEWORK mind relative to competing products – Product based on perception, impressions & feelings (Armstrong, 2009). Product is a crucial element in a marketing program. Product strategy can affect other Businessperson monitor the position of marketing strategies. The purchase of a their products in the eyes of consumers product is not merely to have the product based on the attribute attached to the but also to meet the needs and desires of products they produce. consumers. From the above definition, To make strong foundations, authors product is anything that can be offered to selected variable from Kotler and producers noted, requested, sought, bought, Armstrong perception. Those are product used, or consumed as a fulfillment of the market need or desire, in the form of either variety, quality, design, features, brand goods or services. name, packaging, sizes, services, warranties, returns. Authors assumes those Product can be measured through (Keller, variable will represent that product image. 2006): 1. Product variety Therefore, this research was conducted on 2. Quality students of Faculty of Economic and 3. Design 4. Features Business, Brawijaya University. Based on 5. Brand name the above description, the issue is 6. Packaging 2 7. Sizes 8. Services Determination of Base Positioning 9. Warranties 10. Returns The differentiation and positioning task Brand consists of three steps, they are identifying a set of differentiating competitive A brand is a name, term, symbol, or design, advantages on which to build a position, or a combination of these, that indentifies choosing the right competitive advantages, the maker or seller of the product or service and selecting an overall positioning (Kotler and Armstrong, 2011). strategy (Kotler and Armstrong, 2011). Spotlight on the brand is a form of differentiation in the company. According Errors in Positioning to the principle of Venus, the brand must form a brand charisma. Without Errors in positioning should always be inspiration, fanaticism, and aura enclosing avoided by companies so that consumers a brand, the customers on Venus are not can see the real characteristic. To that end, able to see any charisma in the brand; and companies need to focus on the attributes without the charisma, you will not gain the that can be turned into advantages over customers loyalty (Kertajaya, 2003). other brands. Positioning must be clear, so Positioning there will not be any confusion and irrelevancy on the products offered. Positioning is the act of designing the company’s offering and image to occupy a Research Framework distinctive place in the mind of the target market. The goal is to position the brand in the minds of consumers to maximize the According Sekaran (2006), framework is a potential benefit to the firm (Keller, 2006). model of how the conceptual theory associated with a variety of factors has The Terms Build Positioning been identified as an important issue. Positioning is a designing the company’s There are four criteria to determine the offering and image to occupy a distinctive positioning, based on studies of four c place in the mind of the target market. Diamond in the model of Sustainable Marketing Enterprise (Kertajaya, 2005). In this research to know brand positioning The four terms are: in the customer mind, we find the customer 1. Customer. perception of attributes product each brand 2. Company of facial wash for men. After that we will 3. Competitor grouping and find products positioning 4. Change based on attributes product. Based on the 3 description above framework schema can be thought as follows: Theoretical Framework MensBi Attributes description of the product positioning ore Product: Product based on product attributes. Nivea Variety For Men Quality The Method of Data Collection Vaseline Design Men Features Data collection technique is a technique Brand Product L’oreal Name Positioning used in the process of collecting data from Men Packaging the source. In this research, the data used Garnier Expert Sizes are the primary and secondary using the Men Services Gatsby following techniques: Warranties Face 1. Primary Data Returns WashOXY a. Questionnaire Survey RESEARCH METHODOLOGY The questionnaire survey in this research Type of Research was intended to the consumer of Men'sBiore/Niveafor Based on the objective of the study, the Men/VaselineMen/L'OrealMen type of research to be used is the Expert/GarnierMen/GatsbyFace descriptive quantitative. According to wash/OXY. Survey is a method of Sugiyono (2011) quantitative research is collecting primary data by giving questions research methods based on the philosophy or providing written statements to of positivism, used for researching on respondents to be answered. Questionnaire population or a particular sample, data is an efficient tool for data gathering if the collection using an instrument of research, researcher knows better about the variables analysis data statistics, with the objective being measured and the subject expected being to test the hypotheses that have been from the respondents (Sugiyono, 2011). set. b. Interview According Sugiono (2011) descriptive Interview is used as a data collection research is research conducted to find out technique when the researcher wants to the value of the independent variable, know something from the respondents in whether one or more
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