BRAND STRATEGY OF BADAK LNG FOLLOWING COMPANY TRANSFORMATION
ndonesian natural gas liquefaction company, Badak LNG, is transforming its business due to a decrease in feed gas supply. After being a non-profit LNG plant operator for more than four decades, the company has recently started sharing expertise and providing LNG-related services to other LNG comp...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/79324 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | ndonesian natural gas liquefaction company, Badak LNG, is transforming its business due to a
decrease in feed gas supply. After being a non-profit LNG plant operator for more than four decades,
the company has recently started sharing expertise and providing LNG-related services to other LNG
companies. As previous company’s transformation study highlighted lack of marketing experience,
data from past five years also shows unachieved revenue growth target, which is one of the signs of
failed marketing. The research aims to determine the appropriate brand strategy, as the core of
marketing strategy, and develop a brand-building plan for Badak LNG.
Based on evaluation to the characteristics of the business as B2B services provider, it is more suitable
for Badak LNG to adopt corporate branding strategy. The company could leverage on its extensive
experience and expertise to develop a corporate brand as LNG services provider. To follow the
strategy, a brand mission is defined to provide reassurance for the customers. After evaluating its
target market and competitors, Badak LNG’s defined brand personality or value proposition can be
defined. In addition, a brand promise based on functional attribute is developed, which is meant to
tell the customers that Badak LNG will always know the solution to their problems. Internalization
and enculturation of brand values are important for corporate branding, and the company should
communicate brand values not only to markets but also internal stakeholders. The company needs to
improve its consistency in incorporating brand values into its communication strategies. Based on
gap analysis conducted on Badak LNG’s brand building components against what are theoretically
acceptable or satisfactory, several components which are non-existent need to be developed, while
the other components which exist but not satisfactory need to be improved. |
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