FORMULATION AND IMPLEMENTATION OF MARKETING STRATEGY OF NEW PRODUCT AT PT BIOFARMA

• Main Author: BAGUS PUTRA (NIM : 29110404) Pembimbing: Harimukti Wandebori, MBA, RONALDO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19364
• Institution: Institut Teknologi Bandung

PT. Biofarma is the only company in Indonesia hat produces vaccines/serums. In 1997, PT.Biofarma was one of 30 companies who receives the WHO Prequalification from the total of 200 vaccines companies all over the world. It will cause the export sectors to grow rapidly, also added by the vaccine projects held by the government causing PT. Biofarma to enter comfort zone for a long time. Based on the sales percentage, the export sales reaches 63%, private sector reaches 30%, while the rest are public sectors reach 7%. But in 2012, PT. Biofarma experience the decrease of sales in export sector because there were two big companies which became the consumers of PT. Biofarma in India, were not allowed to operate because they failed the WHO Prequalification when they were audited. This thing makes PT. Biofarma to start focusing on private sector which actually has big potetntial cooperating with PT. Compose Element, a supplier of wound care dressing in Taiwan to distribute its product named Lexiderm in Indonesia. This is also supported by the increase number of public hospitals in Indonesia in the recent decades. Based on the agreement contract between PT. Biofarma and PT. Compose Element, PT. Biofarma as the main distributor of Lexiderm holds a research to acknowledge the market’s deman and make marketing strategies. By spreading the servqual questionnaire to distributors, market research <br /> <br /> <br /> questionnaire, interview and a group discussion, it results that an education/promotion for doctors/nurses as the end customers and the cooperation with distributors will be the main obstacles in marketing Lexiderm. For that case, PT. Biofarma needs to chose distributors that deserve to distribute and cooperate with the distributors or make distributors’ subsidiaries.Through the VMI (Vendor Managed Inventory) partnership strategy, which is the data integration and supply chain suppliers that consist of information sharing, decisions syncronization, dan incentive programs, it is expected that poor cooperation and performance can be solved.Coordination here include KPI (Key Performance Indicator) such as sales target, on time delivery performance, and service level measurement. Appropriate education/promotion also held by PT. <br /> <br /> <br /> Biofarma and their distributors, it is expected can solve the poor brand awareness about modern <br /> <br /> <br /> <br /> <br /> dressing.