NEW “AUTO BRIDAL® ” SHOP EXPERIENTIAL MARKETING IMPLEMENTATION STRATEGY PT.AUTO BRIDAL® INDONESIA

• Main Author: ADE CANDRA (NIM: 29106337 ); Pembimbing: Leo Aldianto
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/14620
• Institution: Institut Teknologi Bandung

PT. Auto Bridal® Indonesia is a car wash and detailing Franchise-based company. It has more than 70 shop partners that have bought and been using the brand and system it applies. Moreover, it even has entered international market which is in Malaysia. It has several business units such as The Auto Bridal® Shop, The Auto Bridal® X-Press, The Auto Bridal® Fast Tunnel, The Motor Bridal®, and the Auto Bridal® Priority. <br /> <br /> <br /> The concept offered for two similar business are The Auto Bridal® Shop with its traditional marketing concept and The Auto Bridal® Priority with its experiential marketing concept. The decreasing trends around average of ten franchising contracts happens during 2007 until 2009, therefore the company now is focusing on the implementation of new strategy of payback period result orientation which it believed to be more promising for new franchisee. Business simulation system that will be offered should reflect the real condition of the business opportunity and give more hope as the guideline for the franchisee as the investors. <br /> <br /> <br /> The challenge faced by the management of PT. Auto Bridal® Indonesia is how to create thus provide a better recovery system for the company. Preliminary concept that has been used by new business unit i.e Auto Bridal® Priority has more advantages that bring maximum income and high loyalty of customers. The adoption of Auto Bridal® Priority’s strategy of experiential marketing can be used for The Auto Bridal® Shop system improvement. <br /> <br /> <br /> First stage is to review in detail the manual Segmenting, Targetting and Positioning (STP)of each shop based on STP of PT. Auto Bridal® Indonesia. Hence, strategy details of experiential marketing based on SEMs (Strategic Experience Modules) which consist of Sense, Feel, Think, Act and Relate of customers, which is implemented in business through ExPros (Experience Providers) such as Communication, Identity, Product, Co-Branding, Environment, Website, and People. From each ExPros can be produced several SEMs, depends on strategy of of target determinations. The art of how to perform the customer’s satisfaction is a basic specialty of The Auto Bridal® business, therefore the involvement of each ExPros is to generate SEMs will be effective based on that basic specialty. The new concept offered is New “Auto Bridal®” Shop with experiential marketing concept which creating customer comfort and customer will sensing special added values from these strategies. <br /> <br /> <br /> The implementation of strategy of New “Auto Bridal®” Shop can be specified into 2 (two) parts i.e franchisee that are in the process of development, and franchisee that has run the business in a certain period.