PROPOSED MARKETING STRATEGY IN ORDER TO ATTRACT FOOD PLACE IN SELLING TEH KOTAK ULTRA

• Main Author: SETIAWAN (NIM: 29108360), MELINO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18905
• Institution: Institut Teknologi Bandung

Nowadays, the competition in the ready to drink (RTD) tea industry seems to be increased. The condition also showned by the emergence of many of new RTD tea product that produced by existing manufactures or even new comers in the competition. On the other hand, the emergence of distributors has help manufacturers in selling RTD tea to the consumer, and one of them is food place or restaurants.The problem that were faced by Ultrajaya is the unwillingness of the food place in selling Teh Kotak Ultra and they prefer to sell other RTD tea form other manufacturers. <br /> <br /> <br /> <br /> Based on the anaysis results, the factors that causes the problem is that the packaging of The Kotak Ultra is not suitable enough to be consumed in the food place or restaurants (consumers and food place opinion), there are no promotion program which could form and influence Teh Kotak Ultra Brand Association in the public mind, and there are no promotion activities toward the food place have been done. <br /> <br /> <br /> <br /> This project resulted in several marketing strategies which consists of product strategy which is to make some improvement in the packaging of Teh Kotak Ultra without leaving the current type of packaging, price strategy which is to give discount to the food place who buys Teh Kotak Ultra and maintain the current Teh Kotak Ultra’s price, distribution strategies which is to sell Teh Kotak Ultra to the food place directly without any other distribution channel and tha last but not least, promotion strategies that divided into two strategies which is Push Strategies and Pull Strategies which expected to influence both the consumer and the food place. <br /> <br /> <br /> <br /> The implementation of the marketing strategy that were proposed, involved the internal side of the company include the marketing department, financial department dan human resource department and supported by the external side of the company include the web designer and also the advertising maker which also supports the succeed of the marketing strategy implementation. The evaluation process will be held approximately one year after the start of the implemetation og the marketing strategy and expected to give recommendation for Ultrajaya in order to arrange the marketing strategy for the next period.