#TITLE_ALTERNATIVE#

• Main Author: WIJAYANTI (NIM 29106028), IRENE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/8265
• Institution: Institut Teknologi Bandung

Indonesia is a country which have the smallestt consumption rate in South East Asia. Nowadays, there are 84.6% of urban community who does not consume fresh milk and it can be a big opportunity of the milk marketplace. As a market leader with the market share above 50%, PT. XYZ has to get that opportunity. The main challenge of PT. XYZ to control the market of fresh milk in Indonesia was the perceptions of Indonesian people. They have wrong perceptions about fresh milk, because of the culture and the awareness of Indonesian people about the benefit of fresh milk are too small. <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> The problem can be resolved by managing the market education to communicate the advantage of fresh milk and branding of X milk. The target of this market education is university students. The reason is they will be a decision maker of milk purchasing. So, the motivation of university student to choose a fresh milk and gap between the expectation and the performance of X Milk must be known before. Then, we will find the first priority of the attribute to educate them, that is the important thing to guarantee the advantages of fresh milk for them. <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> This education will be operated through the ATL and BTL activities. The ATL activities could be done by the use of cinema advertising, website, magazines, and shelf space promotion. First, this programs want to change the perception of university students and then it will create awareness and interest about the benefit of fresh milk. After that, ATL activities are followed by BTL activities. The aim of BTL activities was obtain the mind share and heart share of university student through the sponsorship event and Ultra Bus. It also aims to develop the X Milk brand. ATL and BTL promotions not only communicate about functional benefit, but also emotional benefit of X Milk. The reason for that statement based on research that the consumption of university students are motivated by emotional aspect better than their rational aspect. <br />