Re-Positioning and Product Differentiation Strategies of Sweetened Condensed Milk in Building Brand Loyalty: A Literature Review

Mat Ropik, Bambang Setiyo Pambudi, Nurita Andriani

Abstract


The Sweetened Condensed Milk (SCM) industry in Indonesia is a highly dynamic segment of Fast-Moving Consumer Goods (FMCG) characterized by market saturation. The dominance of major players creates high entry barriers for new competitors, forcing challenger brands like Dairy Champ to continuously innovate their product value communication to remain relevant. The primary issue identified in this study is the social stigma that frequently correlates economical pricing with low quality, which potentially hinders the formation of emotional bonds and long-term customer loyalty. This study aims to synthesize current literature on the effectiveness of pricing strategies, product quality, and differentiation in mitigating negative perception risks while strengthening consumer trust within the SCM product category. The research method employed is a literature review with a descriptive qualitative approach. Secondary data were gathered from 12 scholarly articles published between 2020 and 2026 in reputable databases, which were analyzed using comparative and integrative synthesis techniques. The findings indicate that brand loyalty results from a synergy between fair price perception and the stability of physical quality dimensions, such as taste, viscosity, and packaging functionality. Furthermore, re-positioning strategies have proven effective in transforming brand image into a "smart choice," supported by the strategic use of digital channels and Key Opinion Leaders (KOLs) to build authentic consumer trust. This study provides a comprehensive conceptual framework for management practitioners to formulate resilient marketing strategies amid the aggressive competition of the SCM industry in Indonesia.


Keywords


Re-positioning Strategy, Product Differentiation, Brand Loyalty, Sweetened Condensed Milk, Challenger Brand

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DOI: https://doi.org/10.17509/ijdb.v5i4.100710

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