Positioning DOTS Greentea di Karawang dalam Membangun Citra sebagai Pelopor Minuman Greentea

الملخص

The rapid growth of the beverage industry has intensified market competition, requiring businesses to develop effective positioning strategies to establish differentiation and maintain a favorable brand image in consumers’ minds. As one of the first green tea beverage brands in Karawang, DOTS Greentea has successfully sustained its presence since its establishment in 2014 despite the emergence of numerous competitors. This study aims to analyze the positioning strategy implemented by DOTS Greentea in building a pioneer brand image of green tea beverages in Karawang, examine consumers’ perceptions of the brand, and identify the factors that support and hinder the effectiveness of its positioning strategy. This research employed a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation involving the owner, employees, and consumers of DOTS Greentea. The collected data were analyzed through the processes of data reduction, data presentation, and conclusion drawing. The findings reveal that DOTS Greentea’s positioning strategy is primarily built upon its identity as a pioneer of green tea beverages in Karawang, supported by product quality consistency, continuous menu innovation, and the effective use of social media as a marketing communication platform. The pioneer brand image remains strongly embedded in the minds of consumers, particularly those who have been familiar with the brand since its early establishment. Supporting factors include its first-mover status, customer loyalty, consistent product quality, and positive word-of-mouth recommendations. Meanwhile, the main challenges include the increasing number of competitors, changing consumer preferences, and the limited awareness among new consumers regarding DOTS Greentea’s historical position as a pioneer brand in the local market. The study concludes that maintaining a pioneer brand image requires not only the advantage of being the first entrant in the market but also continuous innovation, effective communication strategies, and strong customer relationships to remain relevant in a highly competitive business environment.