#TITLE_ALTERNATIVE#

• Main Author: VINA CANDRAWATI AGUSTIN (NIM: 29107067); Pembimbing: Ir. Evo S. Hariandja, MM, R.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17119
• Institution: Institut Teknologi Bandung

High level of competition makes every business uses special strategy to compete with other businesses to hold out, grow and go forward. High level competition of brands also happens in Indonesian paint market which is grow and go forward together with the rise of development and property growth, consumer desire and needs in renovating and decorating. One of the paint brand which competes is the brand new paint from Netherlands, Ralston 'de Verfkeuken' It has different concept with other brands such as high class consumer targets, attractive concept with not selling ready-strock paint but made by order, and sell the product only in its showroom and also consider as most important to satisfy customer with the exclusive service. In spite of the fact, consumer awareness of Ralston brand is still at low level eventhough the sale is quite high. Based on observation, promotion which was done has not made great contribution to the new customer. Besides, the challenge which is faced by Ralston in 2009 is 4 billion Rupiah selling target, almost 6 times bigger than previous year. Moreover, the issues of the entering of new comer which will play in the same segment, made Ralston have to struggle and prepare the strategy so that Ralston existence will not be eliminated by the presence of the new comer. <br /> <br /> <br /> <br /> <br /> Because of it, in this thesis, Ralston brand equity will be examined based on consumers and marketing mix elements which influenced the brand equity. With observing the marketing mix elements which gives the great contribution to brand equity it will give the exact business solution to increase the level of brand equity and consumer awareness of Ralston. <br /> <br /> <br /> <br /> <br /> Quantitative survey is conducted with non-probability sampling technique. Proposive method with judgmental sampling from consumers who know Ralston's concept is used to support path analysis. Path analysis is the research method which is used by reseacher to measure the contribution of marketing mix elements to sub-dimensions of brand building blocks to build brand equity. <br /> <br /> <br /> <br /> <br /> From its path analysis, it can be seen that almost all elements of marketing mix are played the important role in every sub-dimensions og brand building blocks, especially are product, process, place, and promotion.Those elements are prioritized in business solution implementation because they are the elements which differ Ralston from others. They also helped by other marketing mix elements such as the people, price, and physical evidence. Marketing mix implementation is started with the role and responsibility from Ralston's top management and then top management socializes it with his subordinates.