Laporan Analisis Perilaku Konsumen dan Strategi Pemasaran Pada Produk Corkcicle

Summary

This presentation from Group 6 analyzes the consumer behavior and strategies behind a modern, eco-friendly product brand, 'Crikel.' The company offers functional and stylish drinkware designed for an active lifestyle, emphasizing sustainability and minimalistic, premium design. Targeting environmentally conscious consumers, it positions itself as a status symbol while aligning with trends in health, fitness, and global sustainability. The report explores consumer personality traits, values, and lifestyles, including influences from social media, social groups, and cultural trends. Crikel is seen as an ideal choice for individuals looking to express their identity through products that reflect modern, responsible living.

Takeaways

• 😀 **Kril** is a premium, sustainable bottle brand designed for active lifestyles, focusing on innovation, modern design, and environmental consciousness.
• 😀 The brand aims to create not just a product, but an experience, offering a solution for active living while promoting environmental responsibility.
• 😀 Consumers of **Kril** are innovative, environmentally conscious, and expressive, valuing modern, minimalist designs that reflect their active and sustainable lifestyles.
• 😀 The target market includes individuals interested in fitness, outdoor activities, and healthy living, as well as those influenced by social media trends and influencers.
• 😀 **Kril** appeals to a range of consumers across different social classes: the upper class sees it as a status symbol, while the middle class values its functionality and eco-friendly design.
• 😀 The product’s design serves as a status symbol, particularly for the urban, professional demographic, and is promoted through influencer marketing and social media.
• 😀 Key motivations for purchasing include the product’s practicality (temperature control for active lifestyles), aesthetic appeal (premium design), and environmental consciousness.
• 😀 **Kril** is viewed as not just a functional bottle but a statement of environmental responsibility, reflecting the consumer's commitment to sustainability and an active lifestyle.
• 😀 Social media and influencer marketing play a significant role in influencing consumer decisions, with reviews and online comparisons heavily impacting the buying process.
• 😀 The brand emphasizes **sustainability** and **recycling**, offering a product that supports eco-friendly behaviors, such as reducing single-use plastics, and promoting reusable products.
• 😀 The success of **Kril** depends on continued product innovation, maintaining premium quality, and expanding its market through effective digital marketing, influencer collaborations, and strong sustainability messaging.

Q & A

What is the primary focus of Crle as a product?

Crle focuses on creating eco-friendly bottles designed for an active lifestyle. The brand emphasizes innovation, modern design, and sustainability, aiming to offer a functional and stylish solution for consumers.

How does Crle appeal to its consumers' personalities?

Crle appeals to consumers who are innovative, environmentally conscious, and expressive. The product’s design and sustainability reflect their desire for items that mirror their values and personal identity.

What values are important to Crle's target consumers?

Crle’s consumers prioritize sustainability, an active lifestyle, and modern design. They see Crle not just as a functional product but as a symbol of status and responsibility towards the environment.

How does Crle fit into the social and cultural identity of its consumers?

Crle is aligned with the values of young, urban consumers who are active on social media and support sustainability. It serves as a symbol of a healthy, active, and eco-conscious lifestyle.

What are the main factors influencing Crle consumers' purchasing decisions?

Consumers are influenced by normative social influence (aligning with environmental communities), comparative social influence (celebrities and influencers), and informational influence (reviews and social media comparisons).

How do consumers evaluate Crle before making a purchase?

Before purchasing Crle, consumers typically look for product reviews, compare it to similar items, and may be swayed by promotions or influencer endorsements. In physical stores, they also evaluate the product's design and quality.

What is Crle's market positioning in terms of social class?

Crle targets various social classes: high-income consumers view it as a premium status symbol, middle-income consumers focus on its functionality and affordability, and lower-income consumers look for cost-effective options.

What role do influencers and celebrities play in Crle's marketing strategy?

Influencers and celebrities significantly shape consumer decisions by endorsing Crle as part of a healthy, active lifestyle. Their influence helps position the brand as trendy and aspirational.

How does Crle address environmental concerns in its product design?

Crle addresses environmental concerns by promoting sustainability, using eco-friendly materials, and encouraging practices like recycling and reusing the bottles. The brand also runs a product exchange and recycling education program.

What trends in consumer behavior contribute to Crle's success?

Crle’s success is driven by the growing global trend towards sustainability, healthy living, and reducing single-use plastic. These trends are particularly popular among young, social media-savvy consumers who support eco-friendly initiatives.