INCREASING SALES VOLUME THROUGH MARKETING COMMUNICATIONS IMPROVEMENT: THE CASE OF SEGAR JAYA

• Main Author: Dzun Nadhir, Dani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46624
• Institution: Institut Teknologi Bandung

Bottled water is a product that has very high demand, especially in Indonesia as the country with the highest population ranked 4th in the world. The huge potential cause more than 500 companies involved in this industry, some of which are Aqua (53.80% ) as the market leader, followed by Le Minerale (10.45%), Vit (3.5%), Nestle Pure Life (2.56%), Segar Jaya (1.25%) and other brands. Segar Jaya was established in early 2017 and was made by the Sinar Jaya Holding, one of the well-known companies that has been attached to the Indonesian people since 1970. However, this does not guarantee the success of Segar Jaya. The market share of Segar Jaya is seen far behind its main competitor, Le Minerale with a difference of 9.2%. In order to compete, Segar Jaya management is currently developing a strategy for the next two (2) years, and one of which is to increase sales volume. The results issued by Nielsen show that consumer awareness towards Segar Jaya is still lacking. One reason is that marketing communications has not been done optimally. Therefore, this final project is intended to analyze what kind of marketing communications that is suitable for Segar Jaya. Referring to that matter, the author analyzes the external factors comprise of Industry Analysis and Strategic Group Mapping in order to understand the condition of Segar Jaya's market share, and the internal factors comprise of Segmentation, Target Market, and Positioning (STP), Differentiation, and Marketing Mix consisting of Products, Prices, Places and Promotions, in order to understand the condition of Segar Jaya as a product.