PERANCANGAN STRATEGI PEMASARAN BERDASARKAN TAHAP SIKLUS HIDUP PRODUK SUSU & YOGHURT BANDOENGSCHE MELK CENTRALE (BMC)

• Main Author: Gitta Arifani, Salsabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83445
• Institution: Institut Teknologi Bandung

Bandoengsche Melk Centrale (BMC) is a food and beverage business owned by a West Java BUMD. BMC's main products are milk and yoghurt which have been marketed since 1928. However, sales of these products still have not reached the expected targets in 2023 and 2024. BMC's manager revealed that this was due to BMC's milk and yoghurt having difficulty entering the business market. BMC uses the same marketing strategy for all its products that have different ages. This is not optimal because products that are at different stages of the product life cycle have different characteristics. Therefore, a marketing strategy design will be conducted for BMC's milk and yogurt products based on the product life cycle stages. The research begins with identifying segmentation and target markets. The research continued by identifying product life cycle stages consisting of introduction, growth, maturity, and decline for BMC milk and yogurt products. Identification was carried out through documentation studies, interviews, and the analytical hierarchy process (AHP). The identification results obtained indicate that the most suitable life cycle stage is decline. Furthermore, BMC's existing marketing strategy was identified based on marketing mix elements, which are product, price, channel distribution, advertising, and sales promotion. The identification results of existing strategies were evaluated for compatibility with marketing strategies based on the product life cycle using gap analysis. With exploratory market research, the needs of the business market were also identified based on the factors driving purchases in the business market, namely environmental, organizational, interpersonal, and individual. Environmntal factors will be divided into two categories: marketing stimuli and other stimuli. The process continues by determining alternative strategies to answer the voice of the customer and selecting alternatives using the ICE scoring model. Based on the results of the gap analysis, there are still gaps in the existing marketing strategy in the aspects of product and price that are not in accordance with the strategy at the decline stage. BMC is advised to remove 1 liter bottle milk and yoghurt products and reduce milk prices to maximize the potential of the decline stage. BMC is also advised to reposition and promote strongly to return to the growth stage. Based on the results of identifying business market needs, BMC is advised to improve product quality and delivery services, implement customer-segmented pricing, promote products with websites, and offer product samples.