Analisis Brand Positioning Produk Air Minum Cleo di Kota Medan

Abstract

The rapid growth of the bottled drinking water industry and increasingly selective consumer preferences for high-quality yet affordable products demand that producers thoroughly examine consumer perceptions in choosing bottled drinking water. This study aims to analyze the brand positioning of bottled drinking water products—Cleo, Le Minerale, Ades, and Club—using Aqua as the benchmark, based on consumer perceptions in Medan City. A quantitative method was employed with a survey approach, utilizing both closed questionnaires and open- ended questions to explore consumer perceptions in greater depth, and analyzed using the Multidimensional Scaling method. The findings show that Le Minerale occupies the top position in the attributes of product, place, and promotion; Cleo excels in product and promotion; Ades is stronger in the price aspect; while Club remains weak in nearly all attributes. Aqua, as the benchmark, is still dominant in terms of distribution and brand awareness. The study concludes that price is the primary differentiating factor, while product, promotion, and place are interrelated in shaping consumer perceptions. The strategic implications recommended include improving distribution and pricing strategies for Cleo, maintaining competitive pricing for Le Minerale, product differentiation for Ades, and overall improvement for Club.