PROPOSED MARKETING STRATEGY TO INCREASE BRAND EQUITY FOR PT PERTAMINA LUBRICANTS SCOOTER OIL (ENDURO MATIC) BRAND

• Main Author: Alamsyah, Russina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/69724
• Institution: Institut Teknologi Bandung

The significant growth of Scooter population in Indonesia over the last decade has presented a huge opportunity for lubricant brands to grow especially in the scooter oil segment. The competition in the scooter oil market is quite fierce with hundreds of scooter oil brands competing to win the consumers. With so many players on the market, brand becomes more important to create differentiation between competing products in the market. Brand equity reflects the value of a brand in the mind of consumers, the higher the brand equity, the higher consumer perceived the value of the brand. Brand Equity Index (BEI) is a measurement/indicator of how a brand performs in the market. Enduro Matic is a scooter oil brand from PT. Pertamina Lubricants which currently are in the top 5 (five) scooter oil brand in Indonesia in terms of market share. During 2017 to 2018 there is a significant drop in Enduro Matic Brand Equity Index (BEI) Score from 1.95 to 1.42. The following three years, from 2018 to 2020 the BEI is considered stagnant. Enduro Matic BEI score is underperforming compared OEM’s and global brands. Although the current volume share in the market is still considerably good, the growth of sales of Enduro Matic is lower than the main competitors. A higher BEI score is expected to be able to improve the sales growth as well as the market share of Enduro Matic product in the immediate future. This final project focuses on identifying and analysing the current marketing strategy and activities of Enduro Matic and the impact towards Enduro Matic brand equity, as well as recommending better marketing strategy to overcome the issues and challenges to achieve higher BEI score. The research has resulted in the list of suggestions for Enduro Matic to implement, using internal and external analysis tools such as the TOWS matrix, VRIO, STP, 7P’s Marketing mix, and the Diamond Strategy Model. The suggested marketing strategy for Enduro Matic is to do a brand re-positioning to better match the target market. the next step is to implement an integrated marketing and communication campaign to convey the re-positioning message, as well as improvement on the product aspects and the expansion of the sales & marketing channels. By doing so, it is expected that Enduro Matic can improve and achieved higher BEI score that will help to fuel the growth and market share of Enduro Matic.