ANALYSIS OF CO-BRANDING STRATEGY TO IMPROVE COMPANYS COMPETITIVE POWER (Case Study on Walls Selection Oreo)
Saefudin Zuhdi, Bambang Hengky Rainanto, Dewi Apriyani
Institut Bisnis dan Informatika Kesatuan, Bogor
Abstract
Along with the many products created by competing companies, many old and existing companies keep trying to maintain their existence. They are even working hard to make and offer their products so that they can market their products very well. Besides, they need to create a very appropriate distribution channel to reduce costs and to be closer to consumers. Products that can survive are products that have advantages and added values compared to other existing products. PT Unilever and Karft have strength in producing the right quality products in conducting product Co-Branding strategies in increasing sales volume. The companies use this as one of the competitive advantages in dealing with companies which do not use quality products as competitive advantages. They instead put more emphases on the price of more affordable products.
Keywords: strategi co-branding
Topic: Business Process in Digital Era