BRAND STRATEGY OF BADAK LNG FOLLOWING COMPANY TRANSFORMATION

• Main Author: Arum Sari Nastiti, Sekar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79324
• Institution: Institut Teknologi Bandung

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.