<![CDATA[Abstrak : Penelitian kualitatif ini bertujuan untuk merumuskan Segmentasi, Targeting dan Product Positioning (STP) produk Neo Coffee yang diproduksi oleh Wings Food dan didistribusi oleh PT Bekasi Distribusindo Raya. Data dikumpulkan dengan melakukan penelitian kepustakaan, wawancara dan observasi. Penelitian kepustakaan dilakukan untuk mengumpulkan literatur yang berkaitan dengan segmentasi, targeting danproduct positioningsebagai bagian dari strategi pemasaran produk. Wawancara dilakukan dengan pimpinan perusahaan dan penikmat Neo Coffee. Sedangkan observasi dilakukan untuk mendapatkan gambaran yang jelas tentang kekuatan dan kelemahan produk. Analisis SWOT dilakukan sebagai acuan dalam perumusan segmen-segmen dan penetapan segmen sasaran serta product positioning. Kata kunci:Segmentasi, Targeting, Product Positioning, Strategi Pemasaran Abstract : This qualitative research aims to formulate segmentation, targeting and product positioning (STP) of Neo Coffee, produced by Wings Food distributed by PT Bekasi Distribusindo Raya. Data were collected by conducting library research, interviews and observations. Literature research is conducted to gather literature related to segmentation, targeting and product positioning as part of a product marketing strategy. Interviews were conducted with company leaders and connoisseurs of Neo Coffee. Observations were made to get a clear picture of the strengths and weaknesses of the product. SWOT analysis is performed as a reference in the formulation of segments and the determination of target segments and product positioning Keywords: Segmentation, Targeting, Product Positioning, Marketing Strategy]]>
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