MARKETING STRATEGY DEVELOPMENT FOR PELANGI MINERAL WATER

• Main Author: Mulyadi, Maxim
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42452
• Institution: Institut Teknologi Bandung

VUCA , Volatility in Change , Uncertainty in Competitor , Complexity in Customer ,Ambiguity in Company are the four horsemen of the 21st century business landscape. In mineral water, a very commoditized industry with perfect competition market structure, has opened doors to many players. Big players like Mayora, OT, Fiesta, Sinarmas Pristine a non-beverage player on their core, are entering into the game of claiming the incumbent throne of Danone Aqua. Traditionally, the key to dominate the market in this industry lies in the distribution & marketing capability of the players. Economies of scale from production & automation also enable competitive pricing in the market. This efficiency can be further escalated with vertical integration capability be it upwards or downward throughout the supply chain. As a local SME (Small Medium Enterprise) with limited resources, battling in Guerilla style in this industry has been a daunting task for CV TM (Tirta Makmur) with its brand Pelangi. By 2017, CV TM mission has shifted from being an innovative beverage manufacturer & distributor into an agent of change that inspire & empower people to love more so that they will live better through its products & services. The focus of this essays is to prudently prepare the strategic roadmap ahead for CV TM takes on the new direction. The Ultimate outcome of this strategy is not only to change the norm of end users but also to create a blue ocean in the bloody red beverage industry. The essay will use situational analysis & marketing framework that cover positioning, differentiation & branding to map and establish the battlefield CV TM going to play and win. Other strategic tools mentioned above will be used as the means to operate as CV TM engage customer, competitor and dance with change to establish its position in the heart & mind of the consumer.