MARKETING STRATEGY OF PAID SERVICES BY PRODUCT MANUFACTURER: CASE STUDY OF ANGELISE PAINT

• Main Author: Riswanto, William
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55680
• Institution: Institut Teknologi Bandung

Angelise Paint is a well-known and trusted brand for industrial protective coating. Established almost 140 years, Angelise Paint has numerous production sites and distribution channels worldwide (AubreyDay, 2021). In the last few years, Angelise Paint suffered pressure from the increase of raw material prices and the tight competition to win major projects. Therefore, a growth initiative is designed and launched by the company. The growth initiative offers the paid service to all parties that carry out painting activities. As the company expands from product manufacturer to paid service provider, the company’s marketing strategy needs to be enhanced. This research aims to analyze the company’s internal and external environment in the paint industry and propose a suitable marketing strategy for the paid service. This research obtained primary data through interviews containing two interviewees from internal company and two interviewees from customer side. The secondary data for this research comes through literature review. From the primary data reveals that Angelise paint has a strong brand awareness among other industrial paint manufacturers and perceived has a good quality product. By analyzing the internal environment using Segmentation, Targeting and Positioning (STP), marketing mix and resource-based view, while external environment analysis was performed using Porter’s Five Forces, strategic group mapping, and Strategy, Objectives, Assumptions, and Resources (SOAR) analysis, then the strategy for paid service was formulated using Porter’s Generic Competitive Strategy, enhanced STP, and improved marketing mix from 4Ps to 7Ps. This research provides input for marketing strategy of product manufacturers in the industrial product industry through differentiation strategy, namely by the first company that develop new products that keep Angelise Paint ahead from its competitors.