#TITLE_ALTERNATIVE#

• Main Author: SETIAWAN (NIM 29106333), FANDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7872
• Institution: Institut Teknologi Bandung

PT. XYZ is the company who operated Mal D'Best and Diamond Supermarket at Jl. Fatmawati, Jakarta Selatan. Development strategy of Diamond Supermarket according to value for money. The main advantages of Diamond Supermarket is high quality product with reasonable price. A marketing strategy is needed to introduce Diamond Supermarket to costumers. This strategy will be succeeded if it was supported by a strong brand, which it can reveal the mind and feeling of Diamond Supermarket visitors, so they will make decision to visit Diamond Supermarket for doing shopping activities.<p> <br /> <br /> <br /> <br /> <br /> Costumers' needs and expectations is the key role in choosing supermarket. If the costumers did not have enough information and feels that a shopping place can not fulfill their needs and expectations, then shopping decision would never happened. Diamond Supermarket targeted costumers generally do not have enough information either product offering or the information about the existence of the supermarket itself. A research has been done to build a strong brand for Diamond Supermarket. The focus group discussion and in-depth interview strengthened by pre-test questionnaire result described that branding strategy must create positive brand awareness and brand image, through qualified services that can fulfill customers' needs and expectations. Another challenge is limitation of Diamond Supermarket parking area, that will disturb the shopping activity of Diamond Supermarket costumers.<p> <br /> <br /> <br /> <br /> <br /> Analysis of problems and few solving alternatives resulted three solutions. First solution is to build brand identity that can deliver the value of the company to the customers. Second solution is to do internal branding, so every person who involved in the Diamond Supermarket management know the company's value and culture, turn into behavior, and pass it on in the right way to the customers. Internal branding also encourage people to think innovative and be creative, in order to raise the sustainable brand quality. Third solution is re-arrange parking cost that suitable for Diamond Supermarket costumers.