#TITLE_ALTERNATIVE#

• Main Author: HARYANTO, ANTONY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7252
• Institution: Institut Teknologi Bandung

The competition in the traditional herbal tonic industry has been very tight, considering the sale turnover of the herbal tonic at this time is very big that will be around Rp 3 trillion during 2007 and it was estimated increased until Rp 10 trillion during 2008. To be able continue to compete, PT. AP must continue to carry out the good development in the matter of the product and marketing strategy. At this time, marketing strategy that was carried out by PT. AP, results were felt to be not more optimal. So as to have to be carried out by planning for the new strategy so as PT. AP could continue to compete in the herbal tonic industry. PT. AP was hoped can become the new competitor for the herbal tonic company especially in the area of the Javanese island. <br /> <br /> <br /> <br /> <br /> Product that became the mainstay of PT. AP at this time was Pasama, this product was the only product that still was experiencing the development of the very good sale if compared with other products. So an analysis was needed concerning the marketing strategy that was applied by PT. AP about his products especially the Pasama product. If there’s worse attribute than the element of the marketing strategy, then this matter must be considered and improved to increase the sale and value from the PT. AP. If product’s brand value from PT. AP could be increased then that will facilitate PT. AP to market other products apart from Pasama has because of the community trusted the product that was marketed by PT. AP. <br /> <br /> <br /> <br /> <br /> From the results from the analysis and the survey from the consumer of Pasama, the results is the consumer Pasama felt satisfied with the Pasama product, this could be seen from the value of satisfaction for the aspect of the product and the price that was given by the consumer for the Pasama product higher if compared with his competitors like the Kuku Bima, Pil Kita, Benkwat and Irex. <br /> <br /> <br /> <br /> <br /> But for the attribute of the distribution (place) Pasama product, the consumer gave the value of satisfaction that was lower than his competitors. This attribute are the availability of the product in the market and the ease to receive the Pasama product in the herbal tonic shop. Beside, the consumer alsooften gave the suggestion to PT. AP concerning better availability, and distribution than the increase in the usefulness and the quality from the Pasama product. <br /> <br /> <br /> <br /> <br /> To overcome the problem, there’re several alternatives activity that should be carried out by PT. AP to resolve the problem. From each alternative activity, the conclusion is that activities must be given precedence to maintain availability of the product in the market, increased distribution system, guarded and increased the quality and the usefulness from the Pasama product. These activities indirectly will support from the alternative to the other activity as increasing the consumer's belief in the Pasama product, carrying out the R&D activity as well as maintaining relations was good with the consumer. <br /> <br /> <br /> <br /> <br /> The implementation of these activities begun from the co-operation with the production part to overcome the problem of the shortage of the availability of the product in the market, guarded and increased the quality and the usefulness from the Pasama product, developed the R&D part for the new product. Moreover the marketing part was responsible towards the expansion of the area of the marketing so Pasama product could become the well known brand in Indonesia. <br />