Published date: Jan 06 2025

Journal Title: KnE Social Sciences

Issue title: The Bandung Creative Movement 2023 – Enhancing Collaboration In Arts, Design And Craft For Sustainable Creative Industries: Creative Economy

Pages: 18 - 22

DOI: 10.18502/kss.v10i1.17845

Ira Wirasariirawirasari@telkomuniversity.ac.idTelkom University, Bandung

Irfan AzhariTelkom University, Bandung

Tan Gek SiangMultimedia University, Kuala Lumpur

The need and demand for drinking water in Indonesia, especially in Cianjur, West Java, has been increasing every year. This is seen as an opportunity for the businessman to build refillable drinking water depot business. However, some of these businessmen still use the same packaging between each business person. As a result, consumers cannot easily recognize a brand from the products that have been offered. This was experienced by one of the refillable drinking water depot brands in Cianjur, namely D’Java Water. This research used qualitative methods with the stages carried out being observation to the place of business, interviews, and literature studies. The analysis stage is carried out using strength, weakness, opportunity, threat (SWOT) analysis, and the attribute-positioning approach with competitors. The results of the research showed that attributes are needed on product packaging such as packaging labels as a differentiator from competitor’s products.

Keywords: attribute positioning, branding, SWOT

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