PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF TMO

• Main Author: Andarini, Krishanti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70012
• Institution: Institut Teknologi Bandung

In Indonesia, the Toyota car brand is still the market leader with a market share of 33.3%. PT Toyota-Astra Motor (PT TAM), is the official distributor company for Toyota cars and parts in Indonesia. Of course, PT TAM sees an opportunity for the automotive business by making special car lubricant products for the Toyota brand, namely TMO or Toyota Motor Oil. However, unfortunately, few people know the TMO brand. This is reflected through a questionnaire that has been distributed by the author to 255 respondents, and only 30% know the TMO brand. This study used primary data in the form of questionnaires to provide an overview of market conditions related to TMO and interviews with various functions at PT TAM. In addition, secondary data is obtained from PT TAM's internal data, articles, and also related literature. For the analysis The internal analysis in this study comes from STP, 7P's marketing mix, and brand analysis. As for the external analysis in this study, it comes from the analysis of customers and competitors. The result of this study is the formulation of STP for each TMO engine oil product line and marketing activities compiled using the IMC and AIDA framework, namely being active in digital marketing activities on various social media, creating an official TMO website, collaborating with automotive influencers, creating TMO competitions, providing gimmick ads, creating official TMO WhatsApp, providing TMO promotional campaigns on various social media, and create a special TMO application that can accommodate information in the form of product purchase locations both offline and e-commerce and product catalogs followed by the ease of TMO purchase transactions with various payment methods.