Marketing Mix for Lovely Pelangi Ice Cream
By: Fenny Widyani Hartanto Student Number: 14. J2. 0074
ENGLISH DEPARTEMENT STUDY PROGRAMME FACULTY OF LANGUAGE AND ARTS SOEGIJAPRANATA CATHOLIC UNIVERSITY Semarang 2016
LAMPIRAN
: KEPUTUSAN REKTOR UNIVERSITAS KATOLIK SOEGIJAPRANATA Nomor : 0047/SK.Rek/X/2013 Tanggal : 07 Oktober 2013 Tentang : PERNYATAAN KEASLIAN SKRIPSI/TUGAS AKHIR DAN THESIS ---------------------------------------------------------------------------------------------------------------------------
PERNYATAAN KEASLIAN SKRIPSI Dengan ini saya menyatakan bahwa dalam skripsi / tugas akhir / tesis *) yang berjudul “ Marketing Mix of Lovely Pelangi Ice Cream “ ini tidak terdapat karya yang pernah diajukan untuk memperoleh gelar kesarjanaan di suatu Perguruan Tinggi, dan sepanjang pengetahuan saya juga tidak terdapat karya atau pendapat yang pernah ditulis atau diterbitkan oleh orang lain, kecuali yang secara tertulis diacu dalam naskah ini dan disebutkan dalam daftar pustaka. Apabila dikemudian hari ternyata terbukti bahwa skripsi ini sebagian atau seluruhnya merupakan hasil plagiasi, maka saya rela untuk dibatalkan, dengan segala akibat hukumnya sesuai dengan peraturan yang berlaku pada Universitas Katolik Soegijapranata dan/atau peraturan perudang-undangan yang berlaku.
Semarang, 28 Maret 2016
( Fenny Widyani Hartanto ) NIM : 14. J2. 0074
Marketing Mix for Lovely Pelangi Ice Cream A Thesis Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Sastra Degree in the English Letters Study Programme
By: Fenny Widyani Hartanto Student Number: 14. J2. 0074
ENGLISH DEPARTEMENT STUDY PROGRAMME FACULTY OF LANGUAGE AND ARTS SOEGIJAPRANATA CATHOLIC UNIVERSITY Semarang 2016
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A Thesis Approval
MARKETING MIX OF LOVELY PELANGI ICE CREAM
by: FENNY WIDYANI HARTANTO 14. J2. 0074
Approved by,
Sandy Arif, SPd., M. Sc Major Sponsor
January 13th, 2016
Emilia Ninik A., SP., M. Hum Co-Sponsor
January 13th, 2016
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A Thesis defended in front of the Board of Examiners On January, 2016 and declare acceptable
Board of Examiners
Chair Person : Sandy Arif, SPd., M. Sc
……..........................
Secretary
: Emilia Ninik A., SP., M. Hum
……………………..
Member
: Cecilia Titiek Murniati, Ph. D
……………………..
Semarang, January 13th, 2016 Faculty of Language and Arts Soegijapranata Catholic University Dean,
Angelika Riyandari, Ph. D NPP.058.1.1996.201
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ACKNOWLEDGEMENT
My very first thanks will be dedicated for my Lord who resides in heaven. “Thank You for Your blessing and guidance which You give me for the whole of my life. You have given me the most amazing life I could ever have by putting me around these people in my family and my friends. You give me strength and comfort during all of the hard times. I feel so lucky and blessed to have such Almighty and Omnipotent God as You.” Secondly, I would like to express my thanks to my beloved parents. “Thank you Papi and Mami for giving me a support to complete my thesis. I am very thankful for it.” For my little brother, Christian, “Thank you for not bothering me too much when I made this thing, it's really helpful." Thirdly, I would like to give thanks to my great mentors, Sandi Arief, S.PD. M.Sc. and Emilia Ninik Aydawati, SP. MHum and also appreciate them for the incredibly wonderful guidance and support. “There is no way I can finish this thesis without your guidance and support. I know that you are busy with all the works, yet you still make time to help me finish my thesis. For that reason, I give you my deepest thanks.” Next, I would like to thank to the dean of Faculty of Language and Arts and all of the lecturers. “Thank you for giving me new knowledge and understanding. Thank you for all the effort and patience in teaching English”
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The last, but not the least, I want to say thanks to my high school friends, college friends and also member of DTS. “Thanks guys for your support and also your suggestion about some difficult matters. Thanks to encourage me to finish my thesis and also remind me to treasure my health because of the hectic when made this thesis.” Besides that, I also would like to thank all customers of Lovely Pelangi Ice Cream. “Thanks for your willingness to help me fill some questionnaires to complete this thesis”
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Table of Contents THESIS APPROVAL............................................................................................................... ii ACKNOWLEDGEMENT ........................................................................................................iv TABLE OF CONTENTS........................................................................................................viii TABLE OF TABLES .............................................................................................................viii ABSTRACT...............................................................................................................................x ABSTRAK................................................................................................................................xi CHAPTER I – INTRODUCTION............................................................................................ 1 1.1.
Background of the Study........................................................................................... 1
1.2.
Scope of the Study .................................................................................................... 4
1.3.
Problem Formulation ................................................................................................ 4
1.4.
Objective of the Study............................................................................................... 4
1.5.
Significance of the Study .......................................................................................... 5
1.6.
Definition of Terms................................................................................................... 6
CHAPTER II - LITERATURE REVIEW ................................................................................ 7 1.1.
Theory of Marketing ................................................................................................. 7
1.2.
Market Analysis ........................................................................................................ 8
1.2.1.
Segmentation, Target Market, Positioning (STP) ............................................. 8
1.2.2.
Product, Price, Place, Promotion (4Ps) ........................................................... 12
1.3.
Marketing Strategy.................................................................................................. 14
1.3.1.
Vertical Integration Strategies ........................................................................ 15
1.3.2.
Intensive Strategies ......................................................................................... 16
1.3.3.
Diversification Strategies................................................................................ 17
1.3.4.
Defensive Strategies........................................................................................ 18
1.3.5.
Product Differentiation Strategy ..................................................................... 20
1.3.6.
Niche Market Strategy .................................................................................... 20
1.3.7.
Innovations Strategy ....................................................................................... 21
1.3.8.
Customer Oriented Strategy............................................................................ 21
CHAPTER III – RESEARCH METHOD .............................................................................. 22 vi
3.1.
Method of Data Collection...................................................................................... 22
3.1.1.
Participants...................................................................................................... 22
3.1.2.
Instrument ....................................................................................................... 24
3.1.3.
Procedure ........................................................................................................ 26
3.2.
Data Analysis .......................................................................................................... 26
CHAPTER IV – DATA ANALYSIS ..................................................................................... 27 4.1.
Marketing Mix Strategies Which Are Compatible For Lovely Pelangi Ice Cream 27
4.1.1.
Products........................................................................................................... 27
4.1.2.
Promotion........................................................................................................ 32
4.1.3.
Price ................................................................................................................ 36
4.1.4.
Place................................................................................................................ 41
4.2.
Discussion ............................................................................................................... 45
4.2.1.
Analysis Strategies.......................................................................................... 46
CHAPTER V – CONCLUSION............................................................................................. 48 Bibliography ............................................................................................................................xii
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Table of Tables Table 1.1. Ice Cream Consumption .......................................................................................... 2 Table 3.1. “Percentage gender respondents of Lovely Pelangi Ice Cream Questionnaires”... 22 Table 3.2. “Percentage distribution area of Lovely Pelangi Ice Cream”................................ 23 Table 3.3. “Percentage respondents ‘occupation of Lovely Pelangi Ice Cream Questionnaires”....................................................................................................................... 23 Table 3.4. “Percentage income respondents of Lovely Pelangi Ice Cream Questionnaires” . 24 Table 4.1. “Cumulative result of questions on Lovely Pelangi Ice Cream Product”.............. 28 Table 4.2. “The respondents’ opinion on the taste of Lovely Pelangi Ice Cream” ................ 28 Table 4.3. “The respondents’ opinion on the texture of Lovely Pelangi Ice Cream”............. 29 Table 4.4. “The respondents’ opinion on the quality of Lovely Pelangi Ice Cream”............. 30 Table 4.5. “The respondents’ opinion on product variations of Lovely Pelangi Ice Cream”. 30 Table 4.6. “The respondents’ opinion on the packaging of Lovely Pelangi Ice Cream” ....... 31 Table 4.7. “Cumulative result of questions on promotion of Lovely Pelangi Ice Cream” ..... 32 Table 4.7. “The respondents’ opinion on the promotion of Lovely Pelangi Ice Cream” ....... 33 Table 4.8. “The respondents’ opinion on using brochure as promotion media of Lovely Pelangi Ice Cream”................................................................................................................. 34 Table 4.9. “The respondents’ opinion on using social media as promotion media of Lovely Pelangi Ice Cream”................................................................................................................. 34 Table 4.10. “The respondents’ opinion on using e-newsletters as promotion media of Lovely Pelangi Ice Cream”................................................................................................................. 35 Table 4.11. “The respondents’ opinion on using gift as promotion media of Lovely Pelangi Ice Cream” .............................................................................................................................. 35 Table 4.12. “Cumulative result of questions on price of Lovely Pelangi Ice Cream”............ 37 Table 4.13. “The respondents’ opinion on the price cup ice cream of Lovely Pelangi Ice Cream” .................................................................................................................................... 38 Table 4.14. “The respondents’ opinion on the price slice ice cream of Lovely Pelangi Ice Cream” .................................................................................................................................... 38 Table 4.15. “The respondents’ opinion on the price tart ice cream of Lovely Pelangi Ice Cream” .................................................................................................................................... 39 Table 4.16. “The respondents’ opinion on discount from Lovely Pelangi Ice Cream”.......... 40
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Table 4.17. “The respondents’ opinion on the price of Lovely Pelangi Ice Cream comparing to their quality” ....................................................................................................................... 40 Table 4.18. “Cumulative result of questions on the place of Lovely Pelangi Ice Cream” ..... 41 Table 4.19. “The respondents’ opinion on the appearance of Lovely Pelangi Ice Cream website” .................................................................................................................................. 42 Table 4.20. “The level of ease to use Lovely Pelangi Ice Cream website” ............................ 43 Table 4.21. “The respondents’ opinion on the needs to link website and social media of Lovely Pelangi Ice Cream” .................................................................................................... 43 Table 4.22. “The respondents’ opinion on the level of ease to obtain Lovely Pelangi Ice Cream product”....................................................................................................................... 44 Table 4.23. “The respondents’ opinion on the service from Lovely Pelangi Ice Cream” ...... 45
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ABSTRACT A lot of people, especially children, like ice cream. Ice cream is also good for children’s growth because it is made of milk, and it has a lot of protein and also energy. Lovely Pelangi Ice Cream is arelatively new company in this already packed industry. In this study, the writer has the intention to investigate the compatible marketing mix strategies for Lovely Pelangi Ice Cream to help the company to grow.This study uses quantitative and qualitative research method (Mixed method). This study is done by analyzing the result of the questionnaire which is given to 50 participants. The questionnaire is consist of 2 part; the first part is close ended questionnaire which later will be analyzed using SPSS, and open ended questionnaire which is used to gain a deeper insight on Lovely Pelangi Ice Cream performance based on the customer’s point of view. The result of the study is there are 5 different strategies(Intensive Strategy, Product Differentiation Strategy, Niche Market Strategy, and Innovation Strategy) which can be applied to growLovely Pelangi Ice Cream. Keywords: Food, Ice Cream, Marketing Mix,Strategy
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ABSTRAK Banyak orang, terutama anak-anak, menyukai es krim. Es krim juga baik bagi pertumbuhan anak-anak karena terbuat dari susu, dan memiliki banyak protein dan juga energi. Lovely Pelangi Ice Cream adalah sebuah perusahaan yang relative baru di industry yang sudah ramai. Dalam penelitian ini, penulis memiliki niat untuk menyelidiki strategi marketing mix yang kompatibel untuk Lovely Pelangi Ice Cream untuk membantu perusahaan untuk tumbuh. Penelitian ini menggunakan metode penelitian kuantitatif dan kualitatif (metode Mixed). Penelitian ini dilakukan dengan menganalisis hasil dari kuesioner yang diberikan kepada 50 peserta. Kuesioner terdiri dari 2 bagian; bagian pertama adalah kuesioner closeended yang nantinya akan dianalisis dengan menggunakan SPSS, dan kuesioner open-ended yang digunakan untuk mendapatkan wawasan yang lebih dalam pada kinerja Lovely Pelangi Ice Cream berdasarkan persepsi pelanggan. Hasil dari penelitian ini adalah ada 5 strategi yang berbeda (Strategi Intensif, Strategi Diferensiasi Produk, Strategi Pasar Niche, dan Strategi Inovasi) yang dapat diterapkan untuk membantu Lovely Pelangi Ice Cream untuk tumbuh. Kata kunci: Makanan, Ice Cream, Bauran Pemasaran, Strategi
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