MARKETING COMMUNICATION STRATEGY AND TACTICS IN PT ULTRAJAYA TO EDUCATE ABOUT THE BENEFIT OF ULTRA MILK IN PREVENT OSTEOPOROSIS

• Main Author: (NIM 291 05 308), Michaella
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6462
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> At this time, consumption milk level in Indonesia is as big as 7 litre/capita. If compared with another Asian countries, it could be said very low. This could be happen because very few number of people in Indonesia who has been aware about importance of drinking milk. This condition gave a big homework to milk producers in Indonesia which they have to work hard to make Indonesian community become the consumer of milk. For PT Ultrajaya, as the producer of liquid milk, this condition was aggravated with the existence of the phenomenon that the Indonesian community more chose to consume powdered milk compared with liquid milk. This project will be focussed on the liquid milk industry in Indonesia. From business issue exploration, it was known that the low level of consumption milk in Indonesia, especially for liquid milk, could happen because there is a wrong perception about liquid mik in Indonesian community. <br /> <br /> <br /> <br /> <br /> From business issue, it could be concluded that to be able to increase consumption of liquid milk in Indonesia, the producers must be active in educate the community about the importance of drinking milk, but also in changing the wrong perception about liquid milk. So producers of liquid milk needed an appropriate marketing communication strategy which could be accepted by the Indonesian community. Before decided an appropriate marketing communication strategy, it must be known who is the education target, how to delivered education message, as well as what is the opportunity and the challenge of doing this education. To answer this matters, this project was carried out by the collection and analysis of the data. From data analysis, it could be concluded that the appropriate education target was the segment of female college student. And from survey, it could be known that one of the wrong perception of liquid milk was liquid milk was considered was not enough to prevent osteoporosis. <br /> <br /> <br /> <br /> <br /> The solution that could be done to overcome this problem was by carrying out the education, with the appropriate marketing communication strategy that could be received by the education target. So that this marketing communication strategy could be received by the education target, then this strategy must be carried out based on attributes pembentuk kepercayaan. In this topic, the attributes pembentuk kepercayaan that could be used was direct authentication, the expert's opinion, and the person's other opinion. This marketing communication strategy will be applied through the Above The Line activity (ATL) and Below The Line activity (BTL). In the implementation, the education will be focused on BTL activity, whereas the ATL activity was carried out to increase awareness and the curious feeling of the education target towards this business issue. <br />