DEVELOPMENT OF CAMPAIGN STRATEGY BELOW THE LINE TEA PRODUCTS WALINI OF P.T. PN VIII

• Main Author: (NIM : 29107046);Pembimbing : Drs. Herry Hudrasyah., MA, RIELDI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17001
• Institution: Institut Teknologi Bandung

Enormous potential and rapidly growth tea market has push a lot of company to start developing this commodity including P.T PN VIII. This company has develop a line of product called Walini, “Walini” come from a name of tea factory CTC which already become an export quality brand with a very high auction price in the world that come from Priangan highland at 1800 meter high. But in this recent year sales number of Walini has decline and far from company management expectation. To face this challenge P.T. PN VIII need to make a new marketing strategy to accelerate sell number of Walini tea, especially with below the line promotion strategy. <br /> <br /> <br /> The goal of this thesis is to give P.T. PN VIII input in marketing strategy especially in below the line procedure and the implementation to the product which is Walini tea. The method of this research is using literature study and field study with a focus group discussion and blind test which conduct to 9 (nine) people. <br /> <br /> <br /> From the data which been collected from field study, researcher concluded that the company need to do some below the line marketing strategy which is more interesting and targeted. The outcome from this thesis is suggestion of implementing below the line marketing program, that can be used to win the competition of tea industry in Indonesia.