#TITLE_ALTERNATIVE#

• Main Author: ELVANDARI (NIM 29106058), FANNY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7874
• Institution: Institut Teknologi Bandung

Tea drinking habit has transpired since long time ago. It because Indonesia is one of the ten biggest tea exporter in the world. PT. XYZ has known as producer of beverage in case which used UHT technology and become pioneer in produced cased ready to drink tea in Indonesia. Cased ready to drink tea consumption in Indonesia has reach 750 million liters per year, which is the second position after mineral water. This figure is reasonable according to the new people's lifestyle which spent much time outside from home, so it needs practicability. Tea drinking habit which conducted since long time ago makes cased ready to drink consumption increasing significantly. As the first cased ready to drink tea in Indonesia, Teh Kotak has well known by the society. Business issue that faced by Teh Kotak is as product which has eminence and has well known since long time, in contrary Teh Kotak left behind in the cased ready to drink tea's competition. <br /> <br /> <br /> <br /> <br /> <br /> <br /> According to the literacy study, the problems in Teh Kotak are price factor and sales promotion. The major factor which became the business issue at Teh Kotak is the price factor, which the Teh Kotak's price is cheaper than the competitors whereas Teh Kotak has more value from the product side (more volume compare to the competitors). In addition, sales promotion problem is the '50% Bonus Ekstra' gift which has conducted since few years ago, the consumer see it as the part of promotion or the consumer see it as package of the product itself and Teh Kotak became the generic product. <br /> <br /> <br /> <br /> <br /> <br /> <br /> After know the root problem that faced by Teh Kotak, the business solution that can done by Teh Kotak is analyze the pricing policy that has done by Teh Kotak. This evaluation can be conducted through find out how much is the consumer's optimum perceived price to Teh Kotak. After the questioner spread to the Teh Kotak’s target market, we can know that Teh Kotak's optimum perceived price is higher than Teh Kotak actual price. With sales promotion which give '50% Bonus Ekstra' obvious the consumer ready to pay more than the actual price. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Teh Kotak needs to communicate the value and benefit that contained in the Teh Kotak. The communication can do through below the line activity with the point of purchase advertising which conducted on the selling place and adjusted to the spot which frequently visited by the consumer on the mini market, supermarket or hypermarket. In addition, PT. Ultrajaya can do event sponsorship to communicate value and benefit from the Teh Kotak to the Teh Kotak's target market.