Thesis

PT ABC Kogen Dairy Marketing Department's Internal Surveys as valuable Insight for New and Existing Yogurt Products Development

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PT ABC Kogen Dairy is a dairy company that has proven consistency in product innovation
throughout the years. The marketing department, where the author had her internship, also
contributes to product development projects focusing on the marketing attributes. Two yogurt
projects will be discussed in this report, the first one is EPD which was conducted due to the
inadequate performance of the inner box cutting and perforations in handling the product at the
place of purchase, KIN Bulgarian Yogurt Slurp’s Packaging Change As A Post-Launch Evaluation.
The objectives are to evaluate the preference towards KIN Bulgarian Yogurt Slurp’s new and
existing inner box packaging design, the likelihood to buy the products, as well as determine the
continuity of the project based on the survey result. A total of 12 employees and additional 8
persons from the author's colleague were asked as the respondents for the internal survey which
was conducted verbally through a simple questionnaire with an average lead time of 3 minutes.
The questions were open-ended questions that asked about respondents’ preference between the
existing and proposed packaging in terms of their likelihood to buy the product when they find
such packaging on Indomaret’s product shelf and their reasons. The internal survey was done twice
due to the first survey utilizing only a sober packaging prototype and the result was considered not
reliable by the management. The second internal survey utilizing a more proper packaging
prototype resulted in almost equal preference between the proposed and existing packaging.
Hence, the management decided to change the design and perforation of inner box packaging with
better performance and aesthetics.
The second project is an NPD project, Naming Exploration Towards Uniqueness and
Premium Parameters for New Product Development, intending to score and determine the most
favorite names from the 20 alternatives for the new yogurt product’s name based on uniqueness,
premium, and overall liking parameter. The methodology used was a simple internal survey
utilizing 10 female employees at KIN’s Head Office to fill the questionnaire scoring sheet. The
scoring sheet was divided into three big categories of Mixed Berries, Mixed Fruits, and Function
groups in which each category contained around 5-7 naming alternatives. Each name alternative
must be scored towards Understandable, Uniqueness, Premium, and Overall Liking parameters
using a scale of 1-5. The lead time was about 15-30 minutes and concluded that seven name
alternatives passed the internal survey with scores higher than 3.5: Velvet Berries, Slim Berries, Fit
Berries, Diet Berries, Nutri-Berries, Mocktail Fruits, and Tropico Delights. The results of the projects
are used as an insight to enter the next steps of each project, the Central Location Test.

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Availability

Detail Information

Series Title

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Call Number

FT 22-019

Publisher

i3L, Jakarta : i3L, Jakarta., 2022

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Yogurt Products
Marketing Internal Survey
Packaging Change
Naming Exploration
New Product Development
Existing Product Development

Specific Detail Info

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Statement of Responsibility

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