STRATEGI PEMASARAN PRODUK SUSU NUTRISI ENTERAL KLINIKAL

The objectives of this study is to examine the factors that affecting the adult in consuming enteral clinical nutrition products. Analysis knowledge and perception of doctors/dietician toward enteral clinical nutrition milk products and summarized marketing strategy that could be implemented in marketed enteral clinical nutrition milk products. This thesis also examine how the group reference can influence the adult in consuming enteral clinical products. The study was conducted in five hospitals in Jakarta during February 2009. Total samples were 111 adults and 61 group references (doctors and dieticians). Data were analyzed by using logit function. The results indicated that the respondents, in consuming enteral clinical nutrition supplement, were influenced by doctors/ dieticians, education background, household expenditures, and the product availability. They like to purchase the product in soft packaging format rather than can and most of respondent are senior citizens, age between 36-55 years old. The factors that make the group reference endorsed the products are price, ingredients completeness, long expiry date, availability and clear nutrition fact and other information on the packaging. At this time, the marketing strategy promotion is based on medical channel by mobilizing medical representative officers to approach medical professionals.The first important target for enteral clinical nutrition marketing strategy is doctors and dieticians. They are the strongest group reference to the target market. The product availability and good distribution are the second important strategy.