ANALYSIS OF BRAND EQUITY FLEXI TRENDY AS BASIS FOR DEVELOPMENT STRATEGY IN BANDUNG

• Main Author: ERICKSON SIDABUTAR (NIM : 29106403); Pembimbing : Ir. Harimukti Wadenbori, MBA, Ph.d, YOGI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17638
• Institution: Institut Teknologi Bandung

In the last two decade, the telecommunications industry had development faster than ever, in Indonesia the telephone company that used fixed wireless access <br /> <br /> <br /> license or others mobile phone company that use GSM technology, had changed the map of the competition in telecommunications industry radically. Lately we saw the <br /> <br /> <br /> competition was increasingly tight between telecommunication providers in attracting the consumer, in fact in several medias some provider used price strategy to attract the customer, they used low tariff and even some company offered free tariff for short <br /> <br /> <br /> massages system service or free conversation just in order to attracts the consumer. The offensive strategy that often was carried out by the telecommunications <br /> <br /> <br /> company by offering the low tariff, had changed the map of the competition into the price competition, where almost all the provider tried to become the cheapest <br /> <br /> <br /> provider, but in fact the quality of the service that was given not good. According to results of the survey of the Chairperson the telemetric research agency called Sharing Vision Dimitri Mahayana in April 2008 in Bandung, said that the level of the customer's satisfaction in telecommunication descended At the end of 2008, Flexi Trendy planned to leave the price war phenomenon with planned to maximized the company added value. Therefore, this research was want to analyzed brand equity Flexi Trendy as added value for company by using David A, Aaker (1995) theory. This analysis was considered from four elements of brand equity : (1) the analysis of brand awareness, (2) the analysis of brand <br /> <br /> <br /> association, (3) the analysis of perceived quality, and (4) the analysis of brand loyalty. With this analysis we can get information about brand strategy that company <br /> <br /> <br /> carried out, and this analysis also give us information which elements of Brand Equity Flexi Trendy was necessary to improved. The analyzed on the whole elements showed that Flexi Trendy still had high <br /> <br /> <br /> equity value than competitor brand in industry. But from the same analysis was also found that Flexi Trendy still have some weakness in the element of perceived quality <br /> <br /> <br /> and should to be improve, others perception given by consumer were they feel that company was not more perceptive towards the complaint, the achievement of the <br /> <br /> <br /> product like the signal was not strong, the connection was difficult, the tariff between the operator was not frugal, access was not fast and the tariff of short message system (SMS) between operators was also not frugal. Finally from this research, the solution that could be done for Flexi Trendy according to David A, Aaker theory was to reinforce the brand equity using the <br /> <br /> <br /> reinforcing brand strategy, and this research also would given some recommendations towards the attributes that should be improved.