PROPOSED MARKETING COMMUNICATIONS STRATEGY FOR A NEW FIGHTING BRAND : A CASE STUDY FOR SIG
This study aims to investigate the launch of a fighting brand. By focuses on the challenges faced by the cement market leader, a company with a flagship brand, in an era marked by the emergence of economical players. The primary objective is to enable the fighting brand to compete aggressively...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85880 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This study aims to investigate the launch of a fighting brand. By focuses on the challenges faced
by the cement market leader, a company with a flagship brand, in an era marked by the emergence
of economical players. The primary objective is to enable the fighting brand to compete
aggressively against these economical players while simultaneously preventing cannibalization of
the existing flagship brand, thus allowing the cement company to maintain its position as market
leader. The study applies a qualitative approach. Primary data were obtained by semi-structured
interviews with 8 internal informants, in the second-round semi-structured interviews was
conducted involving 9 participants of small contractors and head of mason. Secondary data using
internal latest report of Brand Equity index conducted in 2023.
The study examines how the attitude and behavior of mason towards cement brand, It was
discovered that mason perceive price equal to quality, the study also revealed a growing trend of
application-based cement to maximize the profitability. A key factor to minimize the risk of
cannibalization is differentiation. A new target for fighting brand with detail psychographic and
behavior, and positioning is proposed to create targeted marketing strategy and communication.
The study provides useful insights for communication management and marketing in developing
and crafting differentiation for fighting brand. The study analyzed using types of buying decision
behavior and finally suggested marketing activities using 5A model. This current study hopes to
provide new insight to the company and cement industry in general, using Multi-brand strategy
approach to face the future challenge. The essential implementation of marketing activities
hopefully will be able to bring benefit and create successful brand management. |
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