MARKETING INITIATIVES FOR PERTAMINA’S FUEL PRODUCT, STUDY CASE AT PT FREEPORT INDONESIA

• Main Author: Ivan Syuhada, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55158
• Institution: Institut Teknologi Bandung

PT Pertamina (Persero) is one of State-Owned Enterprises engaged in energy specifically for energy derived from fossils. In its role as a state-owned enterprise, Pertamina continues to gradually transform itself to become the number one National Oil and Gas Company (NOC) in Indonesia. Pertamina, in order to be able to meet the demand for energy in Indonesia, currently supplies energy needs for: Air transportation (avtur), Sea Transportation (MFO, HSD), Land Transportation (Pertamax Turbo, Pertamax, Pertalite, Pertamina dex, Dexlite) for Industrial segmentation (HSD 10ppm, Solar B0, Bio diesel B30) Lubricant retail (for motor vehicles) Lubricant Industry, Petrochemical Products, etc. On this final project, the case was taken at PT Freeport Indonesia. Currently Pertamina is one of the suppliers supplying fuel and lubricant needs for PT Freeport Indonesia (PTFI). In meeting its energy needs, PTFI obtains supplies from PT Pertamina in the form of: Avtur, Pertalite, lubricant, Bio solar B30 and 10 PPM special types of Solar. In the current condition, PT Pertamina feels that there are several obstacles that need to be overcome in order to maintain its position as the major supplier and increase the share volume to supply fuel needs at PTFI. Based on the primary data collected through the online interview, the author found out that there are 2 main problems which are there are too many contracts and key account officers. The objective of this final project is to analyze the current condition and find a solution to improve the quality of business relationship between Pertamina dan PTFI. The author will be applying the new wave marketing as the conceptual approach, because in order to create a new grand design for business relationship between Pertamina and PTFI, the refreshed and revised way of legacy marketing needs to be implemented. The author applied only 6 out of 12 Cs because they are considered to be the most relevant Cs to be applied on this case, the 6Cs are Communitization, Confirmation, Conversation, Codification, Caring and Collaboration. The Business Model Canvas method will also be applied in order to transform the new wave marketing as the conceptual approach into real execution and action plan. The business solution for this final project can be concluded onto 2 main parts which are One Single Contract and One Single Contact. One Single Contract means there will be only one contract accommodating all fuel products purchased by PTFI and One Single Contact means there will be only one key account officer dealing with PTFI, the solution is believed to simplify the bureaucracy. The author had actually implemented the business solution in March 2021 and proven to be successful because it was approved by PTFI first and the business process seemed to be going more effectively.