PROPOSED MARKETING STRATEGY FOR PT PERTAMINA LUBRICANTS MOTORCYCLE OIL (MCO) TO INCREASE SALES

• Main Author: Subagyo, Totok
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53212
• Institution: Institut Teknologi Bandung

Sales of motorcycle lubricants of PT. Pertamina Lubricants always experiences growth. However, in recent years, sales growth has tended to slow down. On the other hand, the population growth of motorcycles in Indonesia is quite high. As a result, the share volume of Pertamina Lubricants motorcycle lubricants has decreased. Although currently the share volume in independent outlets is still controlled by Pertamina Lubricants, the high level of competition and the expansion of sales of motorbike lubricants to the independent outlet market continues to erode Pertamina Lubricants' share volume. In the long term, this condition is dangerous for Pertamina's lubricants if it is not immediately addressed with the right strategy. This study uses primary and secondary data. To determine the behavior of consumers and owners of independent outlets, the research method used is a quantitative approach through surveys of motor vehicle users and workshop owners. Meanwhile, to determine the internal strengths and weaknesses of PT. Pertamina Lubricants was conducted by conducting interviews with several management teams at the Sales & Marketing Directorate. The secondary data used to strengthen the analysis comes from internal PTPL data, books, articles and news in offline and online media. The results of the analysis are used to formulate the right strategy using the TOWS, STP, Marketing Mix, and Diamond strategy models. From external analysis it is known that consumers prefer to come to the workshop to change the oil. Consumers also do not know which lubricants are suitable for their vehicles. Consumers tend to ask the repair shop (workshop owner / mechanic) about the appropriate lubricant for their vehicle. Workshop owners generally sell a lubricant brand because consumers demand it, but promotion programs for workshop owners can increase lubricant sales. Pertamina Lubricants motorbike lubricants to date have had no problems in terms of availability, quality, and price. The marketing strategy suggested to improve motorcycle lubricants for PT. Pertamina Lubricants is to position Pertamina Lubricants motorcycle lubricants as recommended lubricants by automotive experts, especially mechanics with the theme "Recommendations from the expert". To win over consumers is done by label rejuvenation, using micro-influencers (vloggers) to influence consumers in the digital world, adding sales channels and running omnichannel marketing. Furthermore, it is suggested that PT. Pertamina Lubricants began to develop its own workshop network by utilizing the Pertamina Group network such as gas stations and/or acquired a workshop network company that had its own brand of lubricants.