As a market leader in shoe care product (Kiwi has a 940;0 market share in paste and 54% in liquid). Kiwi's problem is not market share but market growth. One way they perceived, as a way to boost the market growth is to reach the non-users of shoe care product and convert them to become users.



The S.R.I. survey report reveals that in every denominator (city. sex. household expenditure and age) the percentage of user and non-user is quite balance for all class. i.e. there is no specific market segment in each denominator that has an outstanding percentage of non-users. Although there are no outstanding segment based on percentage, but quantitatively based on size and usage's average, consumers who have type B and C household expenditures stand as the most potential segment to be reached.



The second survey that directed specifically to these segments shows that the basic reason why they do not use shoe care products is because they do not know the benefit of shoe care products. This basic reason underlies all other reasons why they do not use shoe care products. e.g. time consuming, impractical or they use other means to clean their shoes.



To make the non-user become user, there are three recommendations of marketing strategy alternatives, strategy #1, #2, and #3. These three recommendations are not inclusive to each other. Kiwi can apply either one or the three of them can be done simultaneously.

The recommendations, whether to educate the market to know the benefit of using shoe care product, to position liquid shoe polish product as a solution for non user who look for practical or to launch new product that is fit with market need in term of quality as paste and practically as liquid, can be done separately or in the same time. By analyzing the market continuously, the whole picture of non-user behavior can be determined, so that the right strategy to reach this segment can be implemented.



In the short term, Kiwi goal should attract the non-user to by to polish their shoes. Only by giving right product, it meant, product that fit with their need or giving right information about the product, so that they are not reluctant to try. Kiwi can seduce no user to be a user. Using mixed promotion tool and advertising will help a lot in achieving that goal. Once, that goal has achieved, in the long term. Kiwi should be able to maintain their position as market leader by doing creative innovation.



Research location: PT Kiwi Indonesia

Supervisor: [Kemal Taruc Mertohadidjojo, MBA

Accepted: 1994