MARKETING COMMUNICATION STRATEGY AND TACTIC IN PT ULTRAJAYA MILK INDUSTRY Tbk. FOR EDUCATE ABOUT NUTRIENT CONTENT IN ULTRA MILK

• Main Author: Sari Hadiatma (NIM 291 05 306), Irma
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6301
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> Nowadays, Indonesian milk market is very potential because Indonesia is the four largest population country in the world. As a market leader in fresh milk category with 49.7% market share, PT Ultrajaya wants to take this opportunity. In the utilization of this potential, PT Ultrajaya which is also a pioneer in UHT technology must be able to overcome their business problem. The main business problem which is PT Ultrajaya facing is the behavior of Indonesian people that prefer using powder milk than fresh milk. For total 1,3 Billion Kilolitre milk market in Indonesia the composition of fresh milk only 5% whereas powder milk has 60% and the other is SKM. Moreover, the level of Indonesian people awareness about the benefit of milk for their health is still low. This fact can be shown from the low level of milk consumption in Indonesia compare to the other country. <br /> <br /> <br /> <br /> <br /> Based on the results of study literature and FGD can be concluded that the business problem can be caused by the factor of people, price, and product. The cause of people factor are negative perception about fresh milk (for example the nutrient content in fresh milk is lower than powder milk) and the perception that fresh milk is a premium thing. The price of fresh milk is more expensive than powder milk is the cause in price factor. Whereas, people factor is caused by the expired date of fresh milk is shorter than powder milk, the storage of fresh milk is more difficult than powder milk, and fresh milk product is general whereas powder milk is segmented based on its function. The main cause from these problems is the Indonesian people knowledge about fresh milk is lack. <br /> <br /> <br /> <br /> <br /> The business solution for PT Ultrajaya to overcome this problem is by carry out education to communicate the benefit of fresh milk. The target are female university students because they will be a decision maker of milk purchasing in the future. Moreover, mother as a decision maker for milk purchasing has the strong perception toward powder milk and it is very difficult to change. The topic of this research is education about negative perception in fresh milk nutrient content and was restricted for Bandung area. Based on questionnaire result the nutrient content in the fresh milk is occupied as the first attribute that has to be educated. This education can be carried out through several belief attribute. In order to educate about nutrient content in fresh milk the belief attribute that can be used are direct authentication, experts opinion, and many that consumed. <br /> <br /> <br /> <br /> <br /> This education will be carried out through the ATL and BTL activities. The purpose of ATL activities is to form the female university students awareness and interest about the nutrient content in fresh milk through banner, internet, and print ad. Beside that, the BTL activity is the focus from this education. The BTL activity will be done by making a talkshow about nutrient content in fresh milk. This event will be held in universities. In this implementation, the effectiveness of ATL and BTL activities will be measured. The measuring of ATL and BTL effectiveness consist of early evaluation for measure the effectiveness message and the effectiveness evaluation for ATL and BTL activities. This evaluation will be done in two parts which are before and after the activities held. <br />