P2M\JUMA\April 2007, Vol VIII, No 1
The success achieved by PT. H.M .Sampoerna in marketing cigarette branded Sampoerna A Mild results from the fact that Sampoerna A Mild has different image and taste from another brands of cigarette in the market, since it has lower tar and nicotin contents. The analysis method applied is factorial analysis; the results of analysis indicated that the factors of price, taste, packaging, promotion, distribution and prestige considered consumer’s in consuming cigarette branded Sampoerna A Mild with the percentage of total variance 70.3%. Taste factor served as first factorwith the percentage of total variance 27.9% and eigenvalue 9.76, following with promotion factor with the percentage of total variance 15.6% and eigenvalue 5.44. From the result of the study, the implication for marketing strategy is that the firm should apply product positioning, namely creating product value through unique differcification in consumers’ mind and promotion mixture strategy which stress more on mass selling as communication media to the costumers.
Keywords: consumers’ behavior, marketing mix, cigarette marketing strategy