Judul: Brand Positioning Strategy in Building Top of Mind on Local Fried Chicken Chicken Buff
Abstrak: Pertumbuhan bisnis padamarket categoryfried chickensemakin meningkat di berbagai tempat.Brand positioningperlu dioptimalkan supayabrandmemiliki persepsi unik dan dapat dibedakan dengan kompetitornya. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen, menganalisis kondisi eksisting pada penerapan strategipositioning, memetakan posisibrandterhadap kompetitor,dan merumuskanbrand positioning strategyyang tepat dalam membanguntop of mind. Alat analisis yang digunakan adalahmultidimensional scaling, analisis deskriptif, analisis STP (Segmenting, Targeting, Positioning), dan bauran pemasaran.. Hasil penelitian diperoleh bahwa konsumen Chicken Buff didominasi oleh ibu-ibu yang memiliki anak usia Sekolah Dasar, berdasarkan analisis STP (Segmenting, Targeting, Positioning)positioningyang berjalan kurang optimal dan campaignkurang efektif, hasil analisismultidimensional scalingmenunjukkan Chicken Buff berada pada kuadran yang berbeda dengan tiga kompetitornya, dan perbaikanbrand positioning strategydirumuskan berdasarkanmarket category,target pasar spesifik,unique value proposition., Business growth in the fried chicken market category is increasing in various places. Brand positioning needs to be optimized so the brand has a unique perception and can be differentiated from its competitors. This research aims to identify consumer characteristics, analyze existing conditions in implementing positioning strategies, map brand positions against competitors, and formulate appropriate brand positioning strategies in building top of mind. The analytical tools used are multidimensional scaling, descriptive analysis, STP analysis (Segmenting, Targeting, Positioning), and marketing mix. The research results show that Chicken Buff consumers are dominated by mothers who have elementary school-age children, based on the STP (Segmenting, Targeting, Positioning)analysis, the positioning is less than optimal and the campaign is less effective, the results of the multidimensional scaling analysis shows that Chicken Buff is in a different quadrant from its three competitors, and improvements to the brand positioning strategy are formulated based on market category, specific target market,unique value proposition.
Keyword: brand positioning, fried chicken, multidimensional scaling, STP

Judul: Analisis Pengaruh Promosi Terhadap Positioning Restoran Fastfood Merek Kentucky Fried Chicken (Kfc) Di Kota Bogor
Abstrak: Type of consumption changed quickly so that it makes some fast food restaurant spring up. It causes tight competition at its category. Therefore, KFC as a player at fast food restaurant category needs to carry out some strategies to win the competition with positioning. Company’s desirable positioning is extended to consumer by marketing mix. Promotion is one of marketing mix that spends a great quantity of cost. Therefore, KFC needs to know about relation between promotion and positioning. Company’s positioning needs to be updated continuously based on market, so hopefully information about consumer perception can assist to widen market share and to create more effective and efficient promotion and to determine appropriate positioning based on consumer’s interest. Fast food restaurant that has a good position in consumer’s mind would be more choose than competitors. The purposes of this research is to identify promotion activities that has been done by company, to analyze consumers brand awareness of fast food restaurant brands, to analyze consumers perception of fast food restaurant positioning attribute, and to analyze promotion influence of KFC’s positioning attribute. Researched-brands are KFC, McD, and A&W. The object of research is 100 people taken from consumers all three brands in Bogor city. Information about KFC’s promotion from the company is used for making survey questionnaire. Brand awareness survey result is analyzed by using descriptive analysis, and consumer’s perception about KFC’s positioning attribute is analyzed using Biplot analysis. Then, the relation between promotion activity and KFC’s positioning is analyzed using Rank Spearman correlation test. Promotion activities of KFC consist of promotion by cashier, low price product package, giving gift every buying of specific product, advertising in many media, sponsorship, CSR, website on internet, and KFC delivery by phone. The highest consumer’s reason to buy KFC’s product are because of the taste of delicious’s food (15,2%) and low price product package (13,9%). The lowest are giving gift every buying of specific product (1,3%) and advertise on TV (5,5%). It shows that KFC’s promotion activities have no influence of consumer’s decision to buy KFC’s product. Based on brand awareness analysis that McD (47%) is the brand has highest percent on Top of Mind (TOM) position. KFC occupy second rating on consumer’s top of mind position. It signs that KFC’s brand awareness level still lower than McD. The result of Biplot analysis shows that consumers positioning KFC as fast food restaurant that has advantage at attribute A (the unique taste of fried chicken), attribute B (product quality), and attribute L (promotion with music identity). McD’s positioning by consumer’s mind as fast food restaurant that has advantage in many attributes. And A&W as fast food restaurant that has no advantage in any attributes. It shows that McD is KFC’s strongest competitor in Bogor city. KFC needs to improve another attribute’s positioning to replace McD position. Rank Spearman correlation test is used to analyze relation between promotion and KFC’s positioning. Based on generated p-value, not all promotion’s activity has significant relation with positioning. Correlation coefficient value (rs) for all promotion that has significant relation with positioning is 0,2 –
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Judul: Koksidiosis pada Sapi Disebabkan Eimeria Zuernii (Rivolta,1887)
Abstrak: Koksidia merupakan parasit intraseluler yang menyerang traktus digestiyus terutama bagian USUS. Penyebab penyakit ini adalah dari genus Eimeria. Koksidia yang paling patogen terhadap ternak sapi adalah Eimeria Ziuernii (Rivolta, 1887 dalam Todd dan Ernst, 1977). Siklus hidup Eimeria zuernii terdiri dari fase eksogen yang disebut juga dengan tahap sporogoni dan fase endogen yang terdiri dari tahap skizogoni dan tahap gametogoni (Soulsby, 1982).
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