DAFTAR ISI Halaman KATA PENGANTAR .............................................................................. i DAFTAR ISI ............................................................................................. iii DAFTAR TABEL ..................................................................................... v DAFTAR GAMBAR ................................................................................ vi DAFTAR LAMPIRAN ............................................................................. viii I. PENDAHULUAN .................................................................................. 1.1 Latar Belakang ................................................................................. 1.2 Rumusan Masalah Penelitian ........................................................... 1.3 Tujuan Penelitian ............................................................................. 1.4 Manfaat Penelitian ........................................................................... 1.5 Ruang Lingkup Penelitian ................................................................
1 1 6 7 7 8
II. TINJAUAN PUSTAKA ....................................................................... 2.1 Kerangka Teoritis ............................................................................. 2.1.1 Pengertian Konsep Strategi ................................................... 2.1.2 Strategi Pemasaran ................................................................ 2.1.3 Pendekatan STP .................................................................... 2.1.4 Bauran Pemasaran ................................................................. 2.1.5 Promosi Penjualan (Promo) ................................................. 2.1.6 Strategi Bauran Promosi ....................................................... 2.1.7 Perilaku Konsumen ............................................................... 2.1.8 Loyalitas Konsumen .............................................................. 2.1.9 Daur Hidup Produk ............................................................... 2.1.10 Riset Pemasaran .................................................................... 2.1.11 Sejarah dan Perkembangan Lampu ....................................... 2.1.12 Lampu Hemat Energi (LHE) ................................................. 2.2 Metode Analisis Data ....................................................................... 2.3 Kajian Penelitian Terdahulu.............................................................. 2.4 Kerangka Pemikiran .........................................................................
11 11 11 12 15 28 46 49 53 61 64 65 67 76 90 100 103
III. METODE PENELITIAN .................................................................... 3.1 Lokasi dan Waktu ............................................................................ 3.2 Pendekatan Penelitian ....................................................................... 3.3 Jenis dan Sumber Data ..................................................................... 3.4 Teknik dan Pengumpulan Data dan Informasi ................................. 3.5 Teknik Pengolahan dan Analisis Data ............................................. 3.5.1 Pengertian Konsep Strategi ................................................... 3.5.2 Strategi Pemasaran ................................................................ 3.5.3 Pendekatan STP .................................................................... 3.5.4 Bauran Pemasaran .................................................................
106 106 106 106 107 112 112 115 115 116
iii
IV. GAMBARAN UMUM PERUSAHAAN ........................................... 4.1 Sejarah Philips .................................................................................. 4.2 Misi, Visi & Nilai (Value) Philips ................................................... 4.3 Bisnis Philips .................................................................................... 4.3.1 Healthcare (Kesehatan) ......................................................... 4.3.2 Consumer Lifestyle ................................................................ 4.3.3 Lighting (Lampu) .................................................................. 4.4 Philips Lighting Indonesia ............................................................... 4.4.1 Kelompok Bisnis Lighting .................................................... 4.4.2 PEUR (Professional End User Replacement) ....................... 4.5 Struktur Organisasi Philips Indonesia ..............................................
118 118 119 120 121 122 124 126 128 129 134
V. HASIL DAN PEMBAHASAN ............................................................ 5.1 Analisis Strategi Pemasaran ............................................................. 5.1.1 Segmentasi dan Targeting..................................................... 5.1.2 Positioning ............................................................................ 5.1.3 Produk ................................................................................... 5.1.4 Harga ..................................................................................... 5.1.5 Distribusi ............................................................................... 5.1.6 Promosi ................................................................................. 5.2 Industrial Green Lighting Special Marketing Program ................... 5.3 Hasil Kuesioner Seminar Industrial Green Lighting ........................ 5.4 Analisis Pemasaran .......................................................................... 5.5 Analisis Strategi Penjualan ............................................................... 5.6 Aspek Perilaku Konsumen................................................................ 5.7 Analisis Penjualan Lampu Hemat Energi ......................................... 5.8 Implikasi Manajerial ......................................................................... 5.8.1 Segmentasi dan Targeting..................................................... 5.8.2 Positioning ............................................................................ 5.8.3 Produk ................................................................................... 5.8.4 Harga ..................................................................................... 5.8.5 Distribusi ............................................................................... 5.8.6 Promosi ................................................................................. 5.8.7 Perilaku Konsumen ...............................................................
136 136 136 140 144 152 154 160 164 168 172 180 197 216 223 224 226 227 228 229 230 232
VI. KESIMPULAN DAN SARAN .......................................................... 236 6.1 Kesimpulan ...................................................................................... 236 6.2 Saran ................................................................................................. 238 DAFTAR PUSTAKA ................................................................................ 240 LAMPIRAN .............................................................................................. 242 iv
DAFTAR TABEL
Nomor 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Halaman
Variabel Segmentasi Utama Pasar Industri.................................... Daftar Responden, Metode Wawancara, Jumlah Beserta & Tujuan Wawancara .................................................................... Pembagian Pelanggan berdasarkan Class (Kelas) ........................ Klasifikasi Perusahaan di Bogor & Depok .................................... Tipe-Tipe Lampu di Segmen Industri ............................................ Tipe-Tipe Lampu di Segmen Komersial........................................ Pembagian Region berdasarkan Area dan Jumlah Distributor ...... Marketing Program Philips untuk Divisi PEUR ............................ Mekanisme Marketing Program..................................................... Hasil Tabulasi Analisis Pemasaran (Competitive Setting Profile). Ringkasan Competitive Setting Profile (CSP)................................ Hasil Tabulasi Analisis Pemasaran (Company Alignment Profile) Ringkasan Company Alignment Profile (CAP).............................. Posisi PT. Philips Indonesia Divisi PEUR untuk Kategori Lampu Hemat Energi ..................................................................... Total Konsumen Industri dan Komersial di Bogor & Depok ........ Total Pelanggan Industri dan Komersial di Bogor & Depok......... Target Kunjungan (Call) Distributor Sales Team.......................... Tipe Ballast Elektronik untuk Segmen Retail dan Industri............ Perbandingan Harga Ballast Elektronik Merek Philips untuk Segmen Retail dan Industri................................................. Biaya Investasi yang Di Toleransi oleh Perusahaan di Segmen Industri ............................................................................. Perbandingan Harga Lampu Hemat Energi Philips dengan Osram ............................................................................................. Perbandingan Harga Ballast Elektronik dan Lampu Metal Halide Philips dengan Osram ............................................. Ringkasan Implikasi Manajerial ....................................................
v
20 107 109 140 145 146 159 162 168 173 174 176 177 179 182 182 184 192 193 201 204 205 235
DAFTAR GAMBAR
Nomor 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15a 15b 16a 16b 17a 17b 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36
Halaman
Ukuran Pasar PEUR (maintenance) dalam satuan miliar rupiah ... Ukuran Pasar PEUR (up grading) dalam satuan miliar rupiah ..... Segmentasi, Penentuan Pasar Sasaran, dan Positioning ................ Saluran Distribusi yang Ada di Indonesia...................................... Dua Tipe Strategi Promosi ............................................................. Model Pengambilan Keputusan Konsumen ................................... Siklus Hidup Produk (Product Life Cycle) .................................... Lampu Pijar Edison........................................................................ Komposisi Spektrum Cahaya......................................................... Material Kaca ................................................................................. Klasifikasi Lampu .......................................................................... Bagan Lampu Pijar......................................................................... Rangkaian Ballast Electronik......................................................... Konstruksi Lampu Hemat Energi dengan Ballast Elektronik....... Konstruksi Lampu Fluorescent dengan ballast terpisah ............... Konstruksi Lampu Fluorescent dengan ballast terpisah ............... Bentuk-bentuk Lampu Hemat Energi............................................. Bentuk-bentuk Lampu Hemat Energi ............................................ Contoh Lampu CFL-I & CFL-NI Philips....................................... Contoh Lampu CFL-I & CFL-NI Philips ...................................... Contoh Ballast Elektronik Philips.................................................. Contoh Lampu Metal Halide.......................................................... Contoh Lampu LED....................................................................... Grafik Analisis Regresi .................................................................. Skema Kerangka Pemikiran........................................................... Ukuran Pasar PEUR NG (maintenance) dalam satuan miliar rupiah per tahun ............................................................................. Ukuran Pasar PEUR NG (Up Grading) dalam satuan miliar rupiah per tahun ............................................................................. Pelayanan PEUR kepada End User................................................ Struktur Organisasi Philips Lighting Indonesia ............................. Struktur Organisasi PEUR di Proffesional Channel ...................... BPP Business Model ...................................................................... Segmen PEUR Non Goverment & PEUR Government ................. Up Grading Ballast Konventional ke Ballast Elektronik............... Up Grading Lampu Par 38 Halogen ke Lampu Par 38 Ambiance. Up Grading Lampu HPLN 400 watt ke Lampu HPI-BU 250 watt Up Grading Lampu Pijar ke Lampu CFL-I ................................... Up Grading Lampu Merkuri ke Lampu EHL ................................ Skema Alur Produk Dari PT. Philips Indonesia ke End User ....... Manfaat Seminar Industrial Green Lighting bagi Pelanggan Industri ........................................................................................... vi
3 4 15 44 46 58 65 67 68 70 72 73 77 80 80 81 81 82 84 84 85 86 88 93 105 130 131 133 135 135 136 138 147 148 149 150 151 157 169
37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63
Kunjugan Sales Force Distributor ke Pelanggan Industri ............. Informasi yang dibutuhkan Pelanggan Industri ............................. Jumlah Pelanggan Industri yang Ingin Mengikuti Program Marketing ....................................................................................... Langkah Penjualan untuk Existing Customer ................................ Langkah-Langkah Penjualan untuk Pelanggan Baru (New Customer) ............................................................................. Daily Activity Report Distributor Sales Engineering (DSE) ......... Langkah-Langkah Penjualan (Step of Call) ................................... Sales Pipeline Rajawali Nusindo Cabang Bogor ........................... Perusahaan yang Sudah Melakukan Penghematan Energi Listrik. Tipe Produk Hemat Energi di Segmen Industri ............................. Biaya Investasi yang Di Toleransi oleh Perusahaan di Segmen Industri ............................................................................. Persepsi Harga Lampu Philips menurut Pelanggan Industri.......... Persepsi Konsumen Industri terhadap Solusi Penghematan Energi Listrik Dengan Menggunakan Lampu Hemat Energi Philips ........ Presentasi Lampu Hemat Energi yang Dilakukan Oleh Distributor Sales Team .................................................................. Kejelasan Presentasi Lampu Hemat Energi yang Dilakukan oleh Distributor Sales Team pada Konsumen Industri .................. Kompetitor yang Paling Aktif dalam Melakukan Penjualan Lampu Hemat Energi di Segmen Industri..................................... Prioritas Lampu Hemat Energi yang akan di Beli oleh Konsumen Industri ......................................................................... Informasi Mengenai Marketing Program di Segmen Industri ...... Distributor Sales Team Menjelaskan Kembali Marketing Program pada Konsumen Industri ................................................. Daya Tarik Marketing Program yang Ditawarkan oleh Philips..... Saran Konsumen Industri untuk Philips Indonesia ........................ Saran Konsumen Industri untuk PT. Rajawali Nusindo Cabang Bogor ............................................................................................. Penjualan Produk Hemat Energi Sebelum dan Setelah Marketing Promosi Berdasarkan Business Unit ............................ Total Penjualan Produk Hemat Energi Sebelum dan Setelah Marketing Promosi Berdasarkan Jenis Produk ............................. Jumlah Perusahaan Berdasarkan Kelas Sebelum dan Setelah Marketing Promosi ........................................................................ Analisis Trend Lampu Hemat Energi Sebelum dan Setelah Marketing Program ....................................................................... Siklus Hidup Produk (Product Life Cycle) ...................................
vii
170 171 172 185 186 187 188 189 198 199 201 203 206 207 208 209 210 211 212 213 214 215 218 220 221 222 225
DAFTAR LAMPIRAN
Nomor 1 2 3 4 5 6 7
Halaman
Pertanyaan Company Alignment Profile (CAP) ............................ Pertanyaan Competitive Setting Profile (CSP)............................... Kuesioner Pelanggan Industri ........................................................ Pertanyaan Focus Group Discussion (FGD).................................. Contoh Form Daily Aktivity Report Distributor Sales Engineering (DSE) ......................................................................... Contoh Form Daily Contact Report Telemarketing (TM)............. Contoh Form Coverage Plan Distributor Sales Engineering (DSE) .............................................................................................
viii
243 249 255 260 261 262 263
