MARKETING COMMUNICATION STRATEGY AND TACTICS IN PT ULTRAJAYA MILK INDUSTRY Tbk.TO EDUCATE ABOUT THE EFFECT OF DRINKING ULTRA MILK TO BODY WEIGHT

• Main Author: Hassyim (NIM 291 05 318), Roy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6719
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> At this time, the potential for the milk market in Indonesia still open wide, remembered Indonesia was the country with the number of biggest inhabitants of the four in the world. To gain this potential market, PT Ultrajaya must be able to face the available business challenges, which are the low level of the awareness of the Indonesian community about the benefit of drinking milk, and the behaviour of the Indonesian community that prefer chose to consume powdered milk than fresh milk. That made although PT Ultrajaya was market leader in the fresh Indonesian milk market with 49.7% of market share, but still in generally Indonesian milk market was dominated by producers of powdered milk. Based on results of the exploration towards this business issue, could be known that the low level of consumption of fresh milk in Indonesia could be caused by several factors, the product factor, the price factor, and the human factor. This fresh milk product was perceived not more superior if compared with the product of powdered milk. <br /> <br /> <br /> <br /> <br /> This problem could be resolved by carrying out the education that aimed at changing this wrong perception. This could be only done through the exact of marketing communication strategy. To compile a right marketing communication strategy, there are some factor must be known before, whether the aim of the strategy marketing this communication, who is the target audiences, how the strategy marketing communication that in accordance with the aim, and what became the opportunity and the challenges. Based on results of the analysis of the data that was received in this final project, gave a conclusion that the most exact target audiences was the segment of the women college student. One of the wrong perceptions of the segment of the women college student about fresh milk, that will be discussed in this end project was fresh milk could trigger obesity. <br /> <br /> <br /> <br /> <br /> One of the solutions that could be done to educated the segment of the women college student concerning this wrong perception, was by making a marketing communication strategy in a focusing manner in attributes of the framer of the target belief audiences that are by using direct authentication, the experts opinion, and the other persons opinion. The marketing communication strategy will be carried out with two methods that are with the Below The Line (BTL) activity and the Above The Line (ATL) activity. However because communication here had a purpose to educated the target audiences, so as finally changed the target audiences perception against fresh milk, marketing communication here would more focus in the BTL activity, with the ATL activity as the supporter to increase awareness and the curiousity of the target audiences towards the business issue. <br />