PRINCE sandwich biscuit was launched in 1995, being sold under the concept of "energizing the fun biscuit". The objective of PT. Danone Biscuit Indonesia in launching this product was to take some share of the mass-market segment of sandwich biscuit, which is dominated by Nabisco with its worldwide brand area. The main target market of the product are mothers and children below 12 years old. Therefore, the concept of selling fun biscuit was believed to be the ideal concept to grab these market segments, especially mothers who want to give fun to their children.

Sandwich biscuit is regarded as a unique type of biscuit, possessing more functional and traditional values-better taste, more varieties of taste, special texture, more nutrition and fun. The key part that differentiates it from other biscuits is its filling. PRINCE comes in a circle shape, about 1/2 cm thick, with light vanilla color for the crust and various colors for the filling, depend on its tastes, which are available in chocolate, strawberry and coconut cream flavor.

Indonesia clearly represents a lucrative market for Danone to seize, due to its per capita dairy product consumption that reaches 15 kg per annum/ for a population of more than 230 million people. However/ despite all the heavy promotional efforts that has been done in supporting the sales of PRINCE/ the product has failed to succeed in the Indonesian market as its share of the market never exceed 0/1% and its brand awareness was very low among target consumers. In response to this issue/ Panoramix Group conducted a series of investigations with emphasis on brand positioning and advertisement to find out the possible causes of the brand's failure in the market.

The research is limited to the product and promotion strategy and is carried out by conducting interviews in Jakarta, Tangerang, Bogor, Bekasi and Depok. The research was focused on these objectives:

1. Key consumption motivation and expectation of the target market

2. The fit of the existing PRINCE positioning with the derived consumer values

3. Consistency test of the marketing mix in delivering PRINCE positioning

Based on the findings of the survey we are trying to give some recommendations to PT. Danone Indonesia, we come up with how to improve the current positioning and how to improve the marketing mix. An option of adding Health to the new positioning can enrich Prince current positioning toward "Energizing the Healthy Fun". While it provides ample options in product changes, it exposes Prince with more complex promotion themes and media.



Reseach Location: PT Danone Biscuit Indonesia.

Supervisor: Yandhi Mathovani, M. M.

Accepted: 23 July 2001



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