MARKETING STRATEGY FOR BRAND REVITALIZATION OF PT MILK JAEJOO INDONESIA - CASE STUDY OF BRAND SILVERMILK

• Main Author: Aristo, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38762
• Institution: Institut Teknologi Bandung

Brand “Silvermilk” has been sold in Indonesia since early 1970’s and become iconic brand since then. At beginning the brand positioned as family nutrition milk fulfillment, then focus on child energy and nutrition to support kids growth. But in beginning of 2000’s, the competition in dairy and milk industry become tight and fierce after Nutricia joined with Danone of French and then acquisition SGM brand (one of Indonesia local brand). Nestle with its Dancow and Frisian Campina with its Frisian Flag had dominated the market especially economy category of market segment, while Brand Silvermilk focus on mass-premium segment. Brand Silvermilk sister, brand Goldenmilk slowly get the strong position as super premium segment brand from 1990’s to early 2000’s, but Brand Silvermilk market share has been eroded by its competitor. This project intend to explore on what is going on with brand “Silvermilk”, so Brand Silvermilk lost its market leader to current market leader. What happened to Brand Silvermilk strategy and its competitive landscape, especially in Indonesia economy and demography. Was the market growth slowly or in the opposite? We will analyze this using several theory and management strategy tools to come out with conclusion of what was going on with Brand Silvermilk, and come with proposed marketing strategy to regain its market position or momentum for positive growth in Indonesia market. The nine core of marketing strategy and Seven avenue of brand revitalization analysis and tool were used to build the analysis exploration to give us foundation to lay marketing strategy for Brand Silvermilk. We would also using market survey also to understand consumer behavior, especially parents on the decision to buy milk products for their kids.