LEVERAGING BRAND EQUITY OF IMMUNIZATION CLINIC IMUNICARE AT PT BIO FARMA (PERSERO) BANDUNG

• Main Author: Saefuddin, Aep
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/55584
• Institution: Institut Teknologi Bandung

Immunization have saved more lives on earth than any other approach in history. Immunization is one of public healthcare most effective and efficient innovation, and delivers positive health, social, and economic benefits indirectly. Despite the advantages of vaccines, global immunization coverage remains to stagnate. To help increasing the immunization services coverage, Bio Farma has develop new brand for immunization services clinic called “Imunicare”. Author identified the key business issue of Imunicare is declining of customer visit in consumer segment after establishment of Imunicare. This study aims to discover the main cause of declining visit trend in Imunicare consumer segment, and then to evaluate factors that can increase customer visit of Imunicare. Author have explored business issue based on conceptual framework, began with problem identification then do the business environment analysis, consist internal and external analysis. Both internal analysis and external analysis will be integrated to develop SWOT analysis for the business unit. Author also did analysis for customer and brand equity research. For the brand equity research, Author did measurement based on Aaker approach on Customer Based Brand Equity methodology. From the study author found that the root cause of declining visit trend in Imunicare consumer segment are there is no secondary product, such as nutritional and supplement that customer need, place of Imunicare cannot seen directly by customer, low awareness in Imunicare brand and digital process to need be fixed to improve customer experience process. Author proposes strategic recommendation for Imunicare to shift from multichannel marketing to omni-channel marketing.