STRATEGI PENETRASI PASAR PRODUK PASTA GIGI GAMBIR UNTUK PERAWATAN GIGI ANAK MARKET PENETRATION STRATEGY OF GAMBIER TOOTHPASTE FOR CHILDREN'S TEETH CARE

Gambier is a potential material antibacterial agent in kids toothpaste, substituting fluoride. The objectives of this research were to perceive consumers’ preference of kids toothpaste, people’s acceptance of the idea of the gambier toothpaste, and to formulate suitable market penetration strategy based on marketing mix for the gambier toothpaste. The research was held through survey to mothers using purposive sampling technique. Most respondents did not know the danger of fluoride intake and interested in the idea of gambier toothpaste and were willing to buy at a slightly more expensive price. Market penetration strategy was formulated based on the marketing mix. The gambier toothpaste product must focus on the efficacy and safety of the product. Main distribution channels were dentists and through personal selling. Product was promoted using electronic media by educating consumers of gambier efficacy. The price was set about Rp.5.000 to Rp.12.000 to reinforce the perception of good efficacy.