STRATEGIC MARKETING BERDASARKAN ANALISIS BRAND AUDIT PADA MEREK BUCCHERI
GROUP FIELD PROJECT
HENDRA LESMANA
(0300424402)
FABIANUS ARRY KURNIAWAN
(0540000985)
DANIEL HARTONO
(0210238386)
PROGRAM PASCASARJANA PROGRAM STUDI MAGISTER MANAJEMEN STRATEGIC MARKETING UNIVERSITAS BINA NUSANTARA 2007
STRATEGIC MARKETING BERDASARKAN ANALISIS BRAND AUDIT PADA MEREK BUCCHERI
GROUP FIELD PROJECT
HENDRA LESMANA
(0300424402)
FABIANUS ARRY KURNIAWAN
(0540000985)
DANIEL HARTONO
(0210238386)
Tesis Sebagai Salah Satu Syarat Untuk Memperoleh Gelar Magister Manajemen Pada Program Pascasarjana Universitas Bina Nusantara
STRATEGIC MARKETING BERDASARKAN ANALISIS BRAND AUDIT PADA MEREK BUCCHERI
GROUP FIELD PROJECT
HENDRA LESMANA
(0300424402)
FABIANUS ARRY KURNIAWAN
(0540000985)
DANIEL HARTONO
(0210238386)
Pembimbing:
Dr. Ahmad Mukhlis Yusuf 23 Februari 2007
KATA PENGANTAR
Puji syukur kami panjatkan kepada Tuhan Yang Maha Esa atas berkat dan rahmat-Nya sehingga kami dapat menyelesaikan tesis yang berjudul “Strategic Marketing Berdasarkan Analisa Brand Audit Pada Merek Buccheri”. Tesis ini disusun untuk memenuhi salah satu syarat dalam menyelesaikan studi pada program Pascasarjana di Universitas Bina Nusantara. Selama penulisan tesis ini, kami mendapat banyak dukungan dan bantuan dari berbagai pihak. Untuk itu, perkenankanlah kami menyampaikan rasa hormat dan terima kasih kepada: 1. Bapak Firdaus A. Alamsjah, Ph.D., selaku Executive Director Program Pascasarjana Universitas Bina Nusantara. 2. Bapak Dr. Ahmad Mukhlis Yusuf, selaku pembimbing tesis kami yang telah memberikan saran dan bimbingan dalam berbagai hal. 3. Bapak Hardy Sahan, selaku Marketing Manager PT. Vigano cipta Perdana yang telah banyak membantu dan memberikan informasi serta kesempatan untuk mempelajari proses bisnis PT. Vigano Cipta Perdana. 4. Seluruh karyawan PT. Vigano Cipta Perdana atas dukungan dan kerjasamanya selama kami menyelesaikan tesis ini. 5. Orang tua kami yang telah memberi dukungan, baik moril maupun materiil dalam menyelesaikan tesis ini. 6. Rekan-rekan kuliah di kelas Profesional yang turut memberi dukungan.
7. Pihak-pihak lain yang tidak dapat kami sebutkan satu persatu, yang turut membantu dalam menyelesaikan tesis ini. Dengan segala kerendahan hati, kami menyadari terdapat kekurangan dalam penulisan tesis ini, oleh karena itu kritik dan saran pembaca sangat kami harapkan. Akhir kata, semoga tesis ini dapat bermanfaat bagi para pembaca.
Jakarta, 24 February 2007
Tim GFP
DAFTAR ISI Halaman Judul ………………………………………………………………………...i Halaman Pernyataan ...………………………………………………………………..ii Persetujuan Pembimbing .……………………………….…………………………...iii KATA PENGANTAR .................................................................................................. 4 ABSTRAK ...................................................................Error! Bookmark not defined. DAFTAR ISI................................................................................................................. 6 DAFTAR TABEL....................................................................................................... 11 DAFTAR GAMBAR .................................................................................................. 12 BAB I PENDAHULUAN ...........................................Error! Bookmark not defined. 1.1. Latar Belakang ...........................................Error! Bookmark not defined. 1.2. Perumusan Masalah ...................................Error! Bookmark not defined. 1.3. Tujuan dan Manfaat ...................................Error! Bookmark not defined. 1.3.1. Tujuan ............................................Error! Bookmark not defined. 1.3.2. Manfaat ..........................................Error! Bookmark not defined. 1.4. Ruang Lingkup Pembahasan......................Error! Bookmark not defined. 1.5. Sistemetika Penulisan ................................Error! Bookmark not define d. BAB II LANDASAN TEORI.....................................Error! Bookmark not defined. 2.1 Definisi dan Konsepsi Pemasaran..............Error! Bookmark not defined. 2.1.1
Definisi Pemasaran ........................Error! Bookmark not defined.
2.1.2
Pemasaran Jasa...............................Error! Bookmark not defined.
2.1.3. Konsepsi Pemasaran ......................Error! Bookmark not defined. 2.2 Market-Driven Strategy .............................Error! Bookmark not defined. 2.3.1. Competitive Marketing Strategies..Error! Bookmark not defined. 2.3.2. Direct Marketing Strategies...........Error! Bookmark not defined. 2.3.3. Metode Direct Marketing...............Error! Bookmark not defined. 2.3.3.1. Benefit and Limitation.....Error! Bookmark not defined. 2.4. Segmentation, Targeting, and Positioning.Error! Bookmark not defined. 2.4.1. Segmentasi (Segmentation)............Error! Bookmark not defined. 2.4.2. Penentuan Sasaran (Targeting) ......Error! Bookmark not defined.
2.4.3. Penentuan Posisi (Positioning) ......Error! Bookmark not defined. 2.4.4. Segmentasi Pasar di Indonesia Berdasarkan Psikografis ....... Error! Bookmark not defined. 2.5. Bauran Pemasaran (Marketing Mix) ..........Error! Bookmark not defined. 2.5.1. Produk (Product)............................Error! Bookmark not defined. 2.5.2. Harga (Price)..................................Error! Bookmark not defined. 2.5.3. Tempat (Place)...............................Error! Bookmark not defined. 2.5.4. Promosi (Promotion) .....................Error! Bookmark not defined. 2.6. Relationship Marketing..............................Error! Bookmark not defined. 2.7. Merek (Brand)............................................Error! Bookmark not defined. 2.7.1. Manfaat Merek ...............................Error! Bookmark not defined. 2.8. Brand Equity ..............................................Error! Bookmark not defined. 2.8.1. Customer-Based Brand Equity (CBBE)....... Error! Bookmark not defined. 2.8.2. Brand Awareness ...........................Error! Bookmark not defined. 2.8.3. Brand Image...................................Error! Bookmark not defined. 2.8.4. Brand Association ..........................Error! Bookmark not defined. 2.8.5. Brand Identity ................................Error! Bookmark not defined. 2.8.6. Brand Audit ....................................Error! Bookmark not defined. BAB III METODOLOGI PENELITIAN ....................Error! Bookmark not defined. 3.1. Kerangka Pikir ...........................................Error! Bookmark not defined. 3.2. Metode Penelitian ......................................Error! Bookmark not defined. 3.3. Metode Pengumpulan Data ........................Error! Bookmark not defined. 3.3.1. Populasi dan Sampel......................Error! Bookmark not defined. 3.3.2. Teknik Pengumpulan Data.............Error! Bookmark not defined. 3.3.3. Tempat dan Waktu Penelitian........Error! Bookmark not defined. 3.4. Variabel Penelitian.....................................Error! Bookmark not defined. 3.5. Pemasaran Strategis Buccheri....................Error! Bookmark not defined. 3.5.1. Segmentation, Targeting, Positioning (STP)Error! Bookmark not defined. 3.5.2. Marketing mix ................................Error! Bookmark not defined.
BAB IV ANALISIS DAN PEMBAHASAN ...............Error! Bookmark not defined. 4.1. Profil Perusahaan .......................................Error! Bookmark not defined. 4.1.1. Gambaran Umum PT. Vigano Cipta Perdana Error! Bookmark not defined. 4.1.2. Bidang Usaha Perusahaan..............Error! Bookmark not defined. 4.1.3. Organisasi Perusahaan ...................Error! Bookmark no t defined. 4.2. Analisis SWOT Buccheri............................Error! Bookmark not defined. 4.3. Hasil Survey ...............................................Error! Bookmark not defined. 4.3.1. Demografi Responden....................Error! Bookmark not defined. 4.3.1.1. Jenis Kelamin ....................Error! Bookmark not defined. 4.3.1.2. Usia ...................................Error! Bookmark not defined. 4.3.1.3. Domisili...........................Error! Bookmark not defined. 4.3.1.4. Latar Belakang PendidikanError! Bookmark not defined. 4.3.1.5. Pekerjaan.........................Error! Bookmark not defined. 4.3.2. Analisis Preferensi dan Kebiasaan RespondenError! Bookmark not defined. 4.3.2.1. Pendorong Dalam Memilih Merek . Error! Bookmark not defined. 4.3.2.2. Jumlah Sepatu atau Sandal yang di Beli Dalam Satu Tahun .........................................Error! Bookmark not defined. 4.3.2.3. Tingkat Kepentingan Faktor Penentu Pemilihan MerekError! Bookmark not defined. 4.3.2.4. Merek Pilihan Responden.Error! Bookmark not defined. 4.3.2.5. Faktor Yang Menentukan Pilihan Responden .......... Error! Bookmark not defined. 4.3.2.6. Persepsi Responden Terhadap Merek Buccheri...... Error! Bookmark not defined. 4.3.2.7. Harga Yang Pantas Untuk Merek Buccheri............ Error! Bookmark not defined. 4.3.3. Perceptual map ..............................Error! Bookmark not defined. 4.3.3.1. Harga dan Daya Tahan....Error! Bookmark not define d.
4.3.3.2. Model dan Kenyamanan .Error! Bookmark not defined. 4.3.3.3. Model dan Warna............Error! Bookmark not defined. 4.3.4. Analisis Cross tabulation...............Error! Bookmark not defined. 4.3.4.1. Pekerjaan dan Persepsi Terhadap Merek Buccheri. Error! Bookmark not defined. 4.3.4.2. Usia dan Persepsi Terhadap Merek Buccheri ......... Error! Bookmark not defined. 4.3.4.3. Pengeluaran per Bulan dan Merek Pilihan Responden Pria .........................................Error! Bookmark not defined. 4.3.4.4. Pengeluaran per Bulan dan Merek Pilihan Responden Wanita .........................................Error! Bookmark not defined. 4.3.4.5. Pengeluaran per Bulan dan Alasan Memilih Merek Responden Pria ...............Error! Bookmark not defined. 4.3.4.6. Pengeluaran per Bulan dan Alasan Memilih Merek Responden Wanita ..........Error! Bookmark not defined. 4.3.4.7. Domisili Responden dan Tingkat Kepentingan Faktor Penentu Pemilihan MerekError! Bookmark not defined. 4.4. Petikan Wawancara dengan Marketing Manager BuccheriError! Bookmark not defined. 4.5. Analisis Pemasaran Strategik.....................Error! Bookmark not defined. 4.5.1. Rekomendasi Segmentation, Targeting dan Positioning (STP)Error! Bookmark not defined. 4.5.1.1. Segmentation...................Error! Bookmark not defined. 4.5.1.2. Targeting.........................Error! Bookmark not defined. 4.5.1.3. Positioning ........................Error! Bookmark not defined. 4.5.2. Rekomendasi Marketing Mix ...........Error! Bookmark not defined. 4.5.2.1. Product............................Error! Bookmark not defined. 4.5.2.2. Price ................................Error! Bookmark not defined. 4.5.2.3. Place................................Error! Bookmark not defined. 4.5.2.4. Promotion........................Error! Bookmark not defined. 4.5.2.5. People..............................Error! Bookmark not defined.
4.5.2.6. Physical Evidence ...........Error! Bookmark not defined. 4.5.2.7. Process ............................Error! Bookmark not defined. 4.5.3. Timeline, Estimasi Biaya, Benefit dan Proyeksi Penjualan... Error! Bookmark not defined. 4.5.3.1. Timeline...........................Error! Bookmark not defined. 4.5.3.2. Estimasi Biaya .................Error! Bookmark not defined. 4.5.3.3. Estimasi Benefit ..............Error! Bookmark not defined. 4.5.3.4. Proyeksi Penjualan..........Error! Bookmark not defined. BAB V KESIMPULAN DAN REKOMENDASI .......Error! Bookmark not defined. 5.1. Kesimpulan ................................................Error! Bookmark not defined. 5.2. Rekomendasi..............................................Error! Bookmark not defined. DAFTAR ACUAN ......................................................Error! Bookmark not defined. DAFTAR PUSTAKA ..................................................Error! Bookmark not defined. RIWAYAT HIDUP......................................................Error! Bookmark not defined.
DAFTAR TABEL
Tabel 2.1 Segmentasi Pasar di Indonesia berdasarkan Psikografis ………………. .. 28 Table 4.1. Marketing Activitis’ Timeline .....................Error! Bookmark not defined. Table 4.2. Estimasi Biaya Implementasi New Marketing Strategy (dalam juta rupiah) ........................................................ Error! Bookmark not defined. Table 4. 3. Perbandingan Besar Penjualan Berdasarkan Harga Produk Error! Bookmark not defined. Table 4. 4. Perkiraan Perbandingan Besar Penjualan Berdasarkan Harga Produk Pada Akhir Tahun 2007 ............................. Error! Bookmark not defined. Table 4. 5. Total Penjulan Tahun 2006 ........................Error! Bookmark not defined. Table 4. 6. Perkiraan Total Penjualan 2007 .................Error! Bookmark not defined. Table 4. 7. Perkiraan Total Penjualan Tahun 2008......Error! Bookmark not defined. Table 4. 8. Perkiraan Total Penjualan Tahun 2009......Error! Bookmark not defined. Table 4. 9 Perkiraan Total Penjualan Tahun 2010.......Error! Bookmark not defined.
DAFTAR GAMBAR Error! No table of figures entries found. Gambar 3. 1 Diagram Kerangka Pikir .........................Error! Bookmark not defined.
Error! No table of figures entries found.
