DEVELOPMENT OF DAIHATSU BRAND EQUITY IN BANDUNG AREA

• Main Author: (NIM 29105331), Anita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5749
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> PT. Astra Daihatsu Motor Tbk. (PT. ADM) is one of the single brands holding of Japaneses car agent in Indonesia. PT. ADM is part from PT. Astra International Tbk. In 2004, total sales from Daihatsus products in Indonesia increase until 119persen with the largest contribution are from Xenia. The main business problem which is PT ADM facing is the weakness from Daihatsus car sales in Bandung area compare to National sales. This difference makes a big question to DSO Bandung, especially DSO-Surya Sumantri. <br /> <br /> <br /> <br /> <br /> DSO Surya Sumantri makes a hypothesis that the problem is caused by Daihatsu s brand image in Bandung area. So, the writer makes a research to find out about Daihatsus brand image based on brand equity measurement. From the results of focus group discussion and quantitative research can be concluded that consumers percept Daihatsu as a low-class car. The low brand image of Daihatsu can be caused by the factor of people and product. Daihatsu car as a multifunction car sold at low price, low resale value, and weak of safety factor performance. Beside that, weak brand identity and promotion from Daihatsu cause consumer lack information about new product and high technology that Daihatsu have. <br /> <br /> <br /> <br /> <br /> The best solution for PT. ADM to overcome this problem is by strong Daihatsu brand identity as a corporate that commits to make innovation for better life. Then Daihatsu carry out education to communicate the values, new product, and high technology from Daihatsu. This education will be carried out through the ATL and BTL activities. ATL activities aim to create awareness and interest from target market. Awareness could be created trough TV advertising, banner, website, and print ad. BTL activities purpose to form new perception about Daihatsu as a high technology car, friendly environment, has modern design and stylish with reached out price. BTL promotion such as event road show to campus, event sponsorship, club activities, mall exhibition, and test drive. The effectiveness of ATL and BTL activities will be evaluated by measuring brand equity periodically.