STRATEGI DAN TAKTIK KOMUNIKASI PEMASARAN PT ULTRAJAYA MILK INDUSTRY TBK. UNTUK EDUKASI MENGENAI BAHAN PENGAWET DI DALAM SUSU ULTRA

• Main Author: Istiawan (NIM 291 05 357), Volric
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6880
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> The milk industry in Indonesia at this time is very enthusiastic because potential market in Indonesia is still large. The reason are Indonesia is the fourth of the biggest population in the world and level of milk consumption in Indonesia is still lower than level of milk consumption in other countries. Therefore milk industry in Indonesia still continues growing. This will give positive effect to liquid milk industry. But, the growth of liquid milk industry is caused by the increasing of milk consumption, not by the changing of milk consumption pattern. <br /> <br /> <br /> <br /> <br /> The pattern of milk consumption in Indonesia is very interesting because milk consumption in Indonesia is dominated by powder milk. The pattern is different with the pattern in other countries. Other countries communities prefer fresh milk to powder milk. <br /> <br /> <br /> <br /> <br /> This becomes opportunity for PT Ultrajaya to expand his business in the future because at this time PT Ultrajaya is the market leader in liquid milk industry and his product (Ultra milk) have been known and liked by Indonesian community. In order to gain this opportunity, PT Ultrajaya have to change the behavior of Indonesian community that prefer powder milk to fresh milk. <br /> <br /> <br /> <br /> <br /> That behavior is formed because of the existence of wrong perception in Indonesian people about liquid milk such as the perception about the existence of preservatives in liquid milk. They even think that the preservatives in liquid milk is more than the preservatives in powder milk. That perception can be formed because of the shortage of knowledge about the benefit and the superiority of liquid milk. To change the perception, PT Ultrajaya needs marketing communication strategy to educate people concerning the nonexistence of preservatives in liquid milk. <br /> <br /> <br /> <br /> <br /> PT Ultrajaya have to select female university student as an education target because the student is the prospective mother that will become decision maker in purchasing milk. The implementation plan for educating consists of Above The Line (ATL) and Below The Line (BTL) communication activity. This implementation consists of experts opinion, direct experiment, and data about UHT milk consumption in other countries because these attributes can form the female university students belief. <br />