PROMOTION STRATEGY ANALYSIS OF HYPERMART BANDUNG INDAH PLAZA

• Main Author: Amallia (NIM 29105083), Citra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5897
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> Condition in retail business, nowadays faced a hyper competition not only from local business but also from other country. The presence of Hypermarket from other country which expansively built their stores in almost every city in Indonesia has become a threat for local retail business such as Hypermart. In Bandung, there are four largest Hypermarket which are Carrefour, Giant, Makro and Hypermart. Almost every hypermarket continuously improves their strategies to attract more consumers. To survive in this competition, a hypermarket cant only depend on their price strategy which is price war (the lowest the better) and large budget on promotion strategies. There also changing in consumer behavior which nowadays consumer like something experiential. Because of that Hypermart need to improve their promotion strategy into effective promotion strategy which is can built emotional bonding with their target market. <br /> <br /> <br /> <br /> <br /> This research was done to find the exact promotional mix in promotion strategy based on consumer profile (characteristic, behavior and perception) and expectation. This research consist of three promotion mix variables which are ad, sales promotion and personal selling. Promotion mix variebles were analyzed with IPA methods to find importance and expectation from customers as based to next promotion strategy. <br /> <br /> <br /> <br /> <br /> Based on the questioners given, the most important promotion mix variables to be communicated to customers based on customer expectation are free gift, discount, advertising using newspaper, billboard, magazine, tabloid and improving in customer service (problem solving and hospitality). For advertising, Hypermart should use magazine and tabloid based on customer profile.