PROPOSING MARKETING STRATEGY OF VENDING MACHINE BUSINESS (CASE STUDY: PT BERKAH NEGERI PRODUSINDO)

• Main Author: Salsabila, Annisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42643
• Institution: Institut Teknologi Bandung

PT Berkah Negeri Produsindo or PT BNP is a marketing and product distribution company based on Jakarta, Indonesia. PT BNP was established in 2015 by Mr. Syahril Yeddi who has expertise in sales and product distribution for 20 years, and at that time PT BNP only operated on product distribution industry. But at the beginning of 2018, PT BNP transformed into a marketing and product distribution company since Mr. Yogi who has expertise in advertising and branding strategy joins the company. PT BNP has a vision to be a leader company for passionate tech for retail industry, and has a mission to bring an innovation to solve the new creative way of consumed groceries. Vending machines are one of the results of technological developments utilized in the food industry. Vending machine was invented by Percival Everitt, and was introduced in England in the 1880s with a machine which dispense postcards with scenic views of London. At the beginning of 2018, PT BNP had an opportunity in the vending machine industry by collaborating with a vending machine company called Bluepay, which utilize vending machine as a media for product distribution and advertising for companies in need. As time went on, the contract between PT BNP and Bluepay encountered a problem, Bluepay wanted to withdraw 50% of the machines that were under its contract with PT BNP, because the result doesn’t meet their expectations in terms of machine placement, and because the product sales inside the machine could not meet the sales target. These problems might have originated from errors in the selection of machine distribution locations, because there were no products sold in the machines to be withdrawn. After conducting an interview with the CEO of PT BNP, it was discovered that PT BNP did not have a specific target market in distributing these machines, there was no specification of product suppliers to fill the machines, and PT BNP does not have marketing strategy for their vending machine business. This research objective is to proposing a marketing strategy for vending machine business of PT BNP. The theories which will be used to construct the strategy is the theory of PESTEL and Five Forces by Porter to analyze external factors of vending machine industry in Indonesia; STP theory to determine specific target markets; Marketing Mix and AIDA theories to determine the factors that must be considered in creating the marketing strategy; and last is the theory of Customer Journey to determine the stages in acquiring the target market and to create the implementation plan of the proposed marketing strategy.