Customer Segmentation and Customer Behavior

Demographic segmentation

• Age : + 15 years old

• Gender : Male and female

• Place of living : every where in Indonesian

• Income : free

The customer choose product of Garudafood influenced by her environment, the most influenced is by friends. But sometimes they influenced by the advertising in mass media for example television, radio, newspaper, magazine, billboard, etc. Usually the customers of Kacang Garuda buy the product in nearby kiosk, because the product of Kacang Garuda had spread in Indonesia. The knowledge customer about Kacang Garuda product is good because they knew from the Kacang Garuda advertisement. With running of time, they influenced then they will try the new product of Kacang Garuda. The customer have motivation to buy a product of Kacang Garuda, the main motivation is they need snack to accompanying for leisure time. And Kacang Garuda with the delicious and natural is better than other product can be the suitable snack. Beside it, the price of Kacang GarudaFood is affordable of society

I think the main target marketing of Kacang Garuda is teenagers and adults because many teenagers like to consume a snack in they leisure time. The product of Kacang Garuda is easy to get in everywhere in all city in Indonesia, in customer neighborhood, place education, mall, kiosk. The advertisement of Kacang Garuda is right in target market who is teenagers and adults, the advertisement is very interested and familiar for all society. So all society was know about this product.

The Picture of Packaging

MY OPINION…

Finally, Kacang Garuda is suitable for all society. Kacang Garuda is made of selected peanuts specifically produced to offer you greater satisfaction while enjoying peanuts. Crispy taste of Kacang Garuda allows enjoy distinctive satisfaction.

Why Kacang Garuda Survive in The Market

Why Kacang Garuda Survive in The Market

Kacang Atom Garuda of selected ingredients treated ang packaged by advanced technology engines. Kacang Atom Garuda is available with various taste; Salty, Sweet and spicy suitable for consumer’s taste. Kacang Atom Garuda is a special and suitable snack accompanying you in your leisure time.

In early of 1987, TPJ started selling its peanut production products using a brand of Kacang Garing Garuda, which was recently known as: Kacang Garuda. Kacang Garuda earned the following awards: Indonesian Customer Satisfaction Award (ICSA) under the category of branded peanut for eight times consecutively (2000-2007); Superbrands (2003); Top Brand for Kids (2004); Indonesian Best Brand Award (IBBA, 2004-2007); Top Brand (2007).

Indonesian Best Brand Award (IBBA) is an award for the best brands in each product category organized by SWA Magazine since 2001. Two brands of GarudaFood, Kacang Garuda for the Best Peanut Brand and Okky Jelly for the Best Jelly Brand have managed to earn this award for 3 consecutive years (2004-2006) and accordingly, they win a Golden Brand. This achievement is followed by Gery in biscuit category which manages to earn IBBA in 2005.

GarudaFood succeeding to defeat Dua Kelinci as Market leader. But Garudafood have a strategy secret to defeat Dua Kelinci. First, Distribution. Second, brand to develop. And the last, innovation. Now, the situation of Garudafood is always limited.

The Innovation Of GarudaFood Product

Roasted Flavored

New innovation of peanut product of Garuda for onion and cheese flavor in the peanut. The combination of peanut and onion flavor and cheese offers more FLAVOR and crispy. Kacang Garuda serves without preservatives, no coloring substance and frying oil. It is healthy to consume any time and by anyone.

Kind Of GarudaFood Product

Roasted – Premium

Garuda Roasted Peanut is made of selected peanuts, made a crispy dan uniquely taste. Kacang Garuda can accompanying you for leisure time and good for all ages
The product of Garudafood for all the society to consume snack Kacang Garuda.

Roasted – Semi

Garuda Roasted Peanut is made of selected peanuts, made a crispy dan uniquely taste. Kacang Garuda can accompanying you for leisure time and good for all ages.

Our product to consume of all society. Finally, if we consistence in Industry Domestic GarudaFood must have a strategy and keep still the Quality product. My opinion about GarudaFood is a company a willingness to develop better than before. Although the GarudaFood ever have a problem, the problem happen when National economy suffered from economic crisis, was established producing Gery branded biscuit. But the company can finished the problem clear, because in the more years GarudaFood can to product development and the product can be to interest the consumer.

GARUDAFOOD

GarudaFood is a food and beverage company subordinated to Tudung Group. In addition to GarudaFood, Tudung Group also subordinates SNS Group (PT Sukses Niaga Sejahtera, operating in distribution and logistic business, PT Bumi Mekar Tani (BMT, dealing with plantation sector), PT Nirmala Tirta Agung (NTA, operating in packed potable water with a brand of Mayo), PT Dairyland Indonesia (DLI, dealing with marketing of canned dairy milk with a brand of Prestine), and PT Garuda Solusi Inti (GSI, operating in training, seminar, event-organizer, and management consulting services).

GarudaFood Group had originated from PT Tudung, it was established in Pati, Central Java, in 1958 and operated in tapioca flour business. In 1979, PT Tudung changed its name to PT Tudung Putrajaya (TPJ). The company founder is the deceased Darmo Putro, ex-warrior who had chosen to engage in business sector after the independence of Indonesia.

In early of 1987, TPJ started selling its peanut production products using a brand of Kacang Garing Garuda, which was recently known as: Kacang Garuda. Kacang Garuda earned the following awards: Indonesian Customer Satisfaction Award (ICSA) under the category of branded peanut for eight times consecutively (2000-2007); Superbrands (2003); Top Brand for Kids (2004); Indonesian Best Brand Award (IBBA, 2004-2007); Top Brand (2007).

When national economy suffered from economic crisis, on December 1997, PT GarudaFood Jaya (GFJ) was established, producing Gery-branded biscuit. Gery Saluut earned Indonesian Best Brand Award (IBBA) from MARS and SWA Magazine for a period of 2005-2007 under the category of wafer salut. In 2007 Gery Chocolatos earned IBBA under the category of wafer stick.

In 1998 GarudaFood acquired PT Triteguh Manunggal Sejati (TRMS), producer of jelly and launched jelly product using brands of Okky and Keffy. Achievement of Okky jelly has been proven by its successfulness in earning Top Brand for Kids (TBK) Award 2004 under the category of jelly. In addition to TBK, OKKY Jelly also managed to earn IBBA (2004-2007). Okky jelly Drink also earned Top Brand Award 2007 from Marketing Magazine in cooperation with Frontier.

In the end of 2002, TRMS launched jelly beverage products with a brand of Okky Jelly Drink and it also constituted a new phase for GarudaFood to deal with beverages business. Seriousness of GarudaFood in focusing on beverages business had also become apparent by the launching of Mountea, fruit-flavored tea beverage. Mountea had even been awarded by IBBA 2007 under the category of tea beverage in cup packaging.

In 2000, General Meeting of Shareholders (RUPS, agreed to merged TPJ and GFJ into PT Garuda Putra Putri Jaya and PT Garuda Putra Putri Jaya changed its name to PT Garudafood Putra Putri Jaya.

GarudaFood also produces Snack with a brand of Leo, for category of Potato chips, banana chips, cassava chips products initiated from the end of 2005. In 2007 Leo earned IBBA award for category of potato chips. Besides, it expands to corn snack business with a brand of O’Corn.

MY OPINION

My opinion about GarudaFood is a company have a willingness to develop better than before. Although the GarudaFood ever have a problem, the problem happen when national economy suffered from economic crisis, was established producing Gery-branded biscuit. But the company can finished the problem clear, because in the more years GarudaFood can to produk development and the produk can be to interest the consumer to buy it. Beside it the produk of GarudaFood can successfulness in earning Top Brand. Not only it in national level, GarudaFood is also positively perceived as one of the admired food and beverage companies. Survey made by Frontier and BusinessWeek Indonesia Magazine in Jakarta and Surabaya in 2006 and 2007 indicated that GarudaFood was in the third position of Indonesian Most Admired Company (IMAC). GarudaFood also actively performs corporate social responsibility (CSR) under the flag of GarudaFood Sehati. Now, all potencies supported by 19 thousands knowledge workers have become main asset to GarudaFood in the effort to go forward to meet a success as sustainable enterprise.