CUSTOMER SEGMENTATION AND CUSTOMER BEHAVIOR of ULTRAMILK
The Packaging…
Costumer of Ultramilk think the taste of Ultramilk is more delicious and natural than other milk in Indonesia. Although, the price product of Ultramilk more expensive than other product but the quality more good. The customer choose product of Ultramilk usually influenced by her environment, the most influenced is by friends and family. But sometimes they influenced by the advertising in mass media. Usually the consumers of Ultramilk buy the product in nearby kiosk, because the product of Ultramilk had spread in Indonesia. The knowledge consumer about Ultramilk product is good, because almost consumer knew the product in many media, like television, radio, newspaper, billboard, etc. With running of time, they influenced then they will try the new product of Ultramilk. The customer have motivation to buy a product of Ultramilk, the main motivation is they need of the taste more delicious than the other, the secondary motivation is they want the high quality of milk although the price is more expensive.
Customer Segmentation…
Geographic Segmentation…
Regional : Indonesia
Population Density : Over 2 Million People
Population Growth Rate : 10% / year
Demographic Segmentation…
Age : children age 1 year above until adults
Gender : male and female
Ethnicity : all ethnic in Indonesia
Income : 500.000 – 2.000.000
Place of living : city
I think the main target marketing of Ultramilk is young people/ teenagers and kids because the packaging is simple. The packaging is suitable with the teenagers which is the target market. The product of Ultramilk is easy to get in everywhere in all city in Indonesia, in consumer neighborhood, place education, mall, kiosk. The advertisement of Ultramilk is right in target market who is teenagers, the advertisement Very creative and educative like “ Murni Susunya Alami Sehatnya” it is showing that the Ultramilk product is made from the natural milk and good for our body healthy.
My Opinion…
I think the product packaging is only in the box with the size small until large. The target market is all society because this is not a milk product for specially age. The knowledge consumer. about the Ultramilk product is good. Finally, I think the targeted market of Ultramilk is already suitable, the most target market of Ultramilk is teenager and kids because population teenager in Indonesia is high. I would also give suggestion to Ultramilk for improving the variety of their packaging and also more increase their quality. If they do it, I think their consumer will have loyalty brand and Ultramilk will get many consumer in the future.
