38 Chapter IV Results and Discussion IV.1. Analysis The analysis in this research will be categorized into two categories, which are internal analysis and external analysis of the Karmellow brand from PT. Suara Matahari Trading (SUMATRA Group). IV.1.1. Customer Analysis This sub-chapter will discuss the customer analysis that consists of the current Segmentation, Targeting, Positioning (STP), current Marketing Mix (4Ps), and the results of the questionnaire to the customer. Besides, there will be a Netnography Analysis that analyzes the online communities. IV.1.1.1. STP Analysis 1. Segmentation The current market segmentation of Karmellow in terms of geographic, demographic, psychographic, and behavioral is shown in Table IV.1 below. Table IV.1. Karmellow’s Segmentation Target Variables Karmellow Geographic Region Indonesia Demographic Gender Male and Female Age 7 – 35 years old Occupation Elementary school student, junior high school student, and high school student, university students, fresh graduates, first jobbers, employees, housewifes Social Class Lower to middle class Psychographic People who love to eat snack food, especially popcorn 39 Behavioral Needs and benefits People who seek popcorn with good taste and affordable price Decision roles People who buy the product based on their needs and wants, but they also get the recommendation from friends and family as well Occasion Karmellow can be consumed for every occasion, such as social gatherings, watching movies, and others Buyers readiness stage Many buyers are not aware of Karmellow's product (Source: Author, 2024) 2. Targeting Karmellow currently has a target market which is male and female aged 7 – 18 years old. The current target market for Karmellow is summarized in more detail in Table IV.2 below. Table IV.2. Karmellow’s Targeting Target Market Karmellow Geographic Sumatera, Jawa, Bali Gender Male and Female Age 7 – 18 years old Occupation Elementary school student, junior high school student, and high school student Social Class Lower to middle class Personality Socially active, curious Lifestyle Snack lovers, food enthusiasts Benefit Sought High quality, delicious taste, affordable price (Source: Author, 2024) 40 3. Positioning Currently, Karmellow Popcorn is “high-quality popcorn at an affordable price.” This positioning statement indicates that Karmellow popcorn is high-quality and tastes good, like popcorn from the cinema, without worrying and feeling guilty about the price. IV.1.1.2. Marketing Mix Analysis 1. Product Currently, based on Figure IV.1, Karmellow popcorn is available in packaging 20 grams with only three flavors: caramel, chocolate, and strawberries. Figure IV.1.