Pre-marketing analysis of segmenting, targeting, and positioning for black pule (Alstonia spectabilis) antimalarial tablets in South Central Timor Regency

Maulina, Novia, Ramadani, Rizki Tri, Ma'arif, Burhan ORCID: https://orcid.org/0000-0001-9182-343X, Taek, Maximus M., Nastiti, Ginanjar Putri ORCID: https://orcid.org/0009-0003-8468-9385 and Kamila, Ivva (2025) Pre-marketing analysis of segmenting, targeting, and positioning for black pule (Alstonia spectabilis) antimalarial tablets in South Central Timor Regency. Presented at INTERNATIONAL CONFERENCE ON SUSTAINABLE NATURAL PRODUCTS IN HEALTHCARE (ICSNPH): “Interdisciplinary Approaches from Lab to Clinical Breakthroughs”, 13 June, 2025, Sanata Dharma University.

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Abstract

Black pule (Alstonia spectabilis) antimalarial tablets have the potential to serve as effective herbal medicines; however, their utilization remains limited. A strategic Segmenting, Targeting, and Positioning (STP) approach is essential to support downstream product development, reach the appropriate market segments, and promote pharmaceutical self-sufficiency in malaria-endemic regions such as South Central Timor District. This study aims to identify market segments, evaluate those with the highest potential, and establish effective product positioning. A descriptive quantitative method was employed, involving 100 respondents aged 18–65 years selected through cluster sampling across three high-malaria-incidence subdistricts. Data were analyzed using a Two-Step Cluster, K-means clustering, and cross-tabulation. The analysis revealed two distinct consumer segments: (1) experienced users of herbal antimalarial remedies and (2) inexperienced but highly interested individuals. The targeting applied was a Differentiated Marketing Strategy, positioning the product as a safe, high-quality, and scientifically validated herbal antimalarial effective in reducing Plasmodium falciparum parasitemia. The findings indicate that with proper market segmentation and targeted positioning, black pule tablets hold significant market potential in the South Central Timor District and can enhance consumer trust, awareness, and long-term loyalty.

Item Type:	Conference (Paper)
Keywords:	Alstonia spectabilis; antimalarial tablet; positioning; segmenting; targeting
Subjects:	11 MEDICAL AND HEALTH SCIENCES > 1115 Pharmacology and Pharmaceutical Sciences > 111504 Pharmaceutical Sciences 11 MEDICAL AND HEALTH SCIENCES > 1117 Public Health and Health Services > 111799 Public Health and Health Services not elsewhere classified 11 MEDICAL AND HEALTH SCIENCES > 1115 Pharmacology and Pharmaceutical Sciences 11 MEDICAL AND HEALTH SCIENCES > 1117 Public Health and Health Services
Divisions:	Faculty of Medical and Health Sciences > Department of Pharmacy
Depositing User:	Burhan Ma'arif
Date Deposited:	09 Sep 2025 10:15

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