PROPOSED BRAND AWARENESS ENHANCEMENT AND DIGITAL MARKETING STRATEGY FOR PT GULF OIL LUBRICANTS INDONESIA

• Main Author: Audi Kemal Setiawan, Andreas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63566
• Institution: Institut Teknologi Bandung

With the growth in vehicle volume and lubricant consumption in Indonesia, which continues to grow, the automotive lubricant market in Indonesia is very developed and has many players, both from within and outside the country. PT Gulf Oil Lubricants Indonesia is a subsidiary of Gulf Oil International, one of the companies that have played in the lubricants market in Indonesia since 2004 in the Industrial sector and entered the automotive industry in 2016. With many competitors and too late to enter the lubricant market in Indonesia in the automotive industry, and a lack of brand awareness for Gulf Oil products, resulted in sales and an unfavorable position in the market. To solve this problem, understanding from the company side through interviews to analyze the distribution channels owned by the company and from the consumer side through questionnaires needed to understand the consumer shopping journey regarding Gulf Oil's vehicle lubricant products. The lack of brand awareness of Gulf Oil products is caused by: 1) the delay in entering the vehicle lubricant market in Indonesia 2) still focusing on distribution through B2B channels 3) the lack of use of digital channels in marketing 4) a large number of vehicle lubricant products on the market 5) very competitive competition in the vehicle lubricant industry 6) lack of consumer involvement. The results show that most consumers know information about vehicle lubricant products used through social media, websites, and advertisements, so Gulf Oil Indonesia must focus on online channels with digital marketing strategy formulation using the RACE framework. By working with influencers to reach consumers and make the official website of Gulf Oil Indonesia generate prospects by using trusted automotive observers, the latest news columns, chatbots, and bringing up public figures on the main page of the website. Then, displaying product details, displaying advertisements digitally and on social media, marketing by creating product review content and email to remind consumers. Furthermore, build relationships with consumers through individual personalization on the website, create customer loyalty mobile applications, and hold competitions on social media such as Instagram with attractive prizes.