#TITLE_ALTERNATIVE#

• Main Author: AVIANTO IRAWAN (NIM 29106076), AUGIE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7354
• Institution: Institut Teknologi Bandung

PT. XYZ was the first retail in Indonesia which focussed to serve the middle-up society. In the year 2000, XYZ launch their membership card which is called XYZ Club Card. Changing company structure of PT. XYZ causing XYZ Club Card which is initially residing under XYZ Department Store and nowadays reside in parallel with XYZ Department Store and XYZ Supermarket to change their business model into a profit centre business unit. In year 2004, XYZ Club Card launch their new product called New XYZ Club Card, and so on the old product known as Reguler XYZ Club Card.<p> <br /> <br /> <br /> In year 2007, New XYZ Club Card's card acquisition was decline as much 46,87%, while MDS’s performance were incline. The result from interviewing several XYZ Club Card's staff about the indicator which cause declining acquisistion are: (1) Lack of benefit product innovation, (2) Joinning New XYZ Club Card doesn’t made a member becoming feel exclusive when they came to the store, (3) Lack of In-store communication, so the product awareness were low, (4) in-store benefit of the product were not exclusive for the customer (5) Out-store's benefit were not attractive for the customer, (6) In-store Sales forces were not effective in card acquisition, because they are not totally focussed on selling card, (7) Declining number of card acquisition, because of budget cutting for recruiting outsourcing telemarketers.<p> <br /> <br /> <br /> The right solutions to solve this problem are relaunching New XYZ Club Card with a new value proposition for their members. And then, doing promotions using above the line (ATL) activity and below the line (BTL) activity in order to give a good experience about New XYZ Club Card's benefit and also give an exclusive benefit for New XYZ Club Card member in store.