DEVELOPING PERTAMAX MARKETING STRATEGY USING BRAND PERCEPTION CHECK IN BANDUNG CITY

• Main Author: Irmi, Aris
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49844
• Institution: Institut Teknologi Bandung

Oil and Gas Law No. 22 of 2001 has resulted significant change in fuel business in Indonesia because of its regulation to open market. Global oil and companies are participated to gain a share in Indonesian commercial fuel market especially in RON92 segment. Pertamina as market leader has to respond this condition strategically in order to maintain its continuous business in the future. One of the place which an intense competition in fuel market occurs beside Jakarta is in Bandung. Based on the historical trending in Bandung fuel market, Pertamax’s proportion in sales was tend to decrease and so did its share in the market among competitors. In pricing aspect, the gap between Pertamax and its lower fuel segment was also getting higher which potentially cause churning out to the lower tier fuel. Based on those problems, to analyze the position of Pertamax in order to create more demand and boost sale, it was used an approaching of brand perception check. Survey was conducted with Customer Based Brand Equity (CBBE) model to find the fit of Pertamax to its brand meaning. The findings of this survey and together with management comments of Pertamina would become a basis of developing the proposed marketing strategy as a business solution. In purpose of formulating the marketing strategy which has good level of effectiveness and applicability, the proposed marketing strategy was tested in the market. The result of the market test was evaluated in order to develop the final marketing strategy of Pertamax in Bandung city. Implementation of the final strategy will be created a working plans which are divided into short term and long term.