MARKETING PROGRAM FOR PT. TIRTA INVESTAMA (DANONE WATERS) TO MAINTAIN THE MINERAL WATER MARKET COMPETITION

• Main Author: Nabila, Talitha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46599
• Institution: Institut Teknologi Bandung

With the increasing demand for mineral water in the community, the more mineral water products with various packages. This is indicated by the number of new mineral water brands, both local and foreign brands, which have been marketed in recent years (Nielson 2018), which are spread in general trade, modern trade, on premise and virtual markets. Based on Nielsen's survey of drinks in 2018, AQUA is in the top 5 players in large bottle mineral water and AQUA has a good brand image in the consumer perception. Increasingly competitive market competition is a serious challenge for mineral water companies, especially PT. Tirta Investama (Danone Waters). The data of this research is primary data obtained from interviews with 10 respondents and secondary data in the form of literature from books, journals, articles and so on. From the primary data obtained an overview of AQUA products that AQUA is the market leader / number 1 in the mineral water market in Indonesia and remains the strongest among other brands. AQUA already has loyal customers, product content and the perception of healthy drinks are the reasons why consumers still buy AQUA. By analyzing the external and internal aspects, this research provides input to marketing program through Focus Differentiation Strategy, namely by developing products that are different from competitors and unique to meet consumer needs and provide higher value. The development of AQUA’s new product namely AQUA LIFE 1.150 ml is environmentally friendly with packaging using 100% recyclable plastic bottles for all packaging sizes which targeted for middle up class who cares about preserving ecosystem, develop innovative packaging designs periodically to maintain consumer mindset,and need to improve collaboration with various organizing events, companies, hospital, social agents, educational institutions and sport event, Hotel, Restaurant and Café (HORECA) segment to strengthen the brand image getting stronger and closer to the community as a caring companion to protect the environment. AQUA needs to continue maintaining and increasing the water springs for sustainable production. All above ideas are new positioning for AQUA brand while and targeting remain the same. Meanwhile for the proposed 4Ps Marketing Mix are for: a) Product, AQUA LIFE’s product content similar to the existing AQUA mineral water using the AQUA LIFE brand and new design labels, b) Price, products with recyclable packaging have a relatively higher price, but there is an alternative solution to the company (Danone Waters) as a compensation to be able to buying back used bottles to be reprocessed by Danone Waters, c) Place, Danone Waters needs to optimize distribution reach throughout all over Indonesia so that Danone Waters’ product can be available in remote areas; d) Promotion, by creating innovative and interactive promotions with certain programs such as loyalty programs, exhibition stands, useful gimmicks, also participating in third party activities such as organizers for charity events, offices, start-ups, HORECA, etc. By having this program, Danone Waters is expected to compete in the drinking water market.