The Aqua brand mineral water has been marketing by Tirto Utomo since started from Oktober 1974. At the beginning of time, the tasteless Aqua brand water was not easily been accepted by the local people at Indonesia. This is due to the consumers thought that the Aqua water is no much difference as compare to the tap water in the house.
However, the setback has becoming a turning point for the Tirto Utomo. After the failure of his product, he ever thought that he should terminate his business and shut his factory down. He started to discharge some of his workers because he can’t afford their salary any longer. Luckily, his workers asked him some questions which were totally out of his expectation. He was inspired and came to the idea to continue what he was doing at that time. He tried to increase the revenue by increase the price of Aqua water to 175 Rupiah. Other than that, in order to popular the water brand name and increase the customer’s demand on their water, he used the iconoclastic tactic to attract his customers’ attention. He just put three bottles of the Aqua water on the rack of each retail shop. This strategic was really did a good job and the customers started to think that the few product left must be due to it is the good product which was the first choice of other until it was in a good sell. The Tirto Utomo also will not release any chance of introducing the product to the public. He became the main supplier of water in almost every event like the sport event. Tirmo Utomo also has a very strong confidence in his product. He said, we don’t need to be afraid of any competitor. This is because, only if there is any competitor, the customers then only can has the chance to do comparison and rethink of which product is really more suitable for them. After Tirmo Utomo passed away, his workers and children are continuing his business and eventually, their company was successfully to merge with the world-well-known company, the DANONE.
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