Consumer Segmentation and Behavior

Tolak Angin

History

Tolak Angin produced by Sido Muncul was founded in 1951 in south Jakarta. This company is first herbs industry in Indonesia. Tolak Angin is the first and best product from Sido Muncul.

The variants of Tolak Angin

Tolak Angin has 3 variants: Tolak Angin extra warm, Tolak Angin plus honey, Tolak Angin Herbal Peppermint Lozenges.

Tolak Angin Extra Warm and Tolak Angin Plus Honey

The target market of both Tolak Angin in the above is every person who do nocturnal activity and every person who do journey far.

Tolak Angin Herbal Peppermint Lozenges

Target market of Tolak Angin Herbal Peppermint Lozenges is everybody.

Advertisement

We can find the target market of Tolak Angin is every people in Indonesia.

The consumer chooses Tolak Angin influenced by the advertisement of product. Because Tolak Angin has good motto is Orang Pintar Minum Tolak Angin. So the consumer thinks if they consume Tolak Angin they are a smart guy.

Distribution

Tolak Angin can find everywhere so the consumer buys the product in nearby kiosk, no need to go to elite places.

Market Demographic

Marketing goals Tolak Angin according to age factor is everybody above 12 year except Tolak Angin Herbal Peppermint Lozenges.
Marketing goals Tolak Angin according to gender is all gender.

Marketing goals Tolak Angin according to income is anyone can buy this product.

Consumer Behaviors

The consumer select Tolak Angin based on the uses product and the image of company.

My Opinion

I think the products packaging, the placement, distribution, advertisement suitable with the targeted market. And Tolak Angin must be some extension of the market. I suggest that Tolak Angin herb remain to be taken care of by its existence because herb represents one of the proper nation culture preserve.