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4848 travel is out of date. Some magical touch needed in the name of Marketing. Re-Branding was one way to kick it back competing with competitors in red ocean of travel industry in Bandung, Indonesia.
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4-8-1960
Established
1971
PT. 4848
1970 1990
200 units of armada
Glory Era
2005 2011
Top of Mind
Transition Era
Changed armada Pioneer
Declining
4 units of armada Forgotten
Note:Travel service to Jakarta onlyPackage service not discussed
Armada:Daihatsu Luxio type M (4 units)Capacity: 5 persons System: Door to Door Point to Point (Shuttle)
2005 Purbaleunyi Toll Highway
X-Trans “Shuttle Travel Pioneer”
4848 Total Passenger in 2010
Source: Internal Data (April ‘10 - Dec ‘10)
Capacity fulfilled:
20 of 40 seats per day
Intensity of Rivalry among Competitors
Bargaining Power of Suppliers
Threats of New Entrants
Bargaining Power of Buyers
Threats of Substitute Products
High
High
Low
Low
Low
Product DifferentiationCapital RequirementsSwitching CostsAccess to Distribution ChannelGovernment Policy
No Suppliers needed in this industry
Industry GrowthHigh Fixed CostLack of DifferentiationHigh Exit Barriers
No substitute product in the near future
RouteHospitalityFeel secure and comfortDeparture time
Source: Analysis, 2011Porter’s 5 Forces by Michael Porter
Segmentation DefinitionGeographic Bandung or Jakarta citizen
Demographic
Male and Female, all ages. SES B (monthly household expenditure) : Rp. 1.800.001 to Rp. 3.000.000 SES C (monthly household expenditure) : Rp. 1.000.001 to Rp. 1.800.000 SES D (monthly household expenditure) : Rp. 600.000 to Rp. 1.000.000 Level of education : High school to bachelor degree
Behavioral Routine trip (work and business) Non-Routine (holiday, visit friend, wedding invitation, shopping, etc)
Targeting Positioning
Logo
Segmentation Man and Women Man and Women Man and Women Man and Women Man and Womenall ages all ages all ages all ages all ages
Targeting All range of class Middle class, SES A-C Upper class Upper class Lower classSES A-B SES A SES C-E
Positioning - Pelopor On-time Shuttle Trust and Care Executive Shuttle Travel termurah tapi bukan murahan
Product Travel and Package Travel and Package Travel and Package Travel and Package Travel and PackagePrice Rp. 65.000,- (Travel) Rp. 70.000.- (Travel) Rp. 70.000,- (Travel) Rp. 75.000,- (Travel) Rp. 55.000.- (Travel)
Rp. 10.000,- at first kg Rp. 30.000,- at first kg Rp. 30.000,- at first kg Rp. 30.000,- at first kg Rp. 20.000.- at first kg Promotion No promotion website, mouth-to-mouth, website, mouth-to-mouth, website, mouth-to-mouth, mouth-to-mouth, armada,
billboard, outlet, armada, banner, billboard, outlet billboard, outlet outlet, billboardarmada, yellowpages armada, loyalty program
Place Head Office: Bandung Head Office: Jakarta Head Office: Bandung Head Office: Bandung Head Office: BandungBandung; Sulanjana, Buah Batu Bandung; Cihampelas (3), MTC Bandung; BTC Pasteur, Cihampelas, Bandung; Dipati Ukur, Pasteur Bandung; Jalan SurapatiJakarta; Kwitang, Mangga Dua Jakarta; Blora, Pancoran, Cipaganti, Dipati Ukur, Asia Afrika and Cihampelas Jakarta; Sarinah, Cikini,
Tomang, Pondok Indah, Buah Batu, Kopo and Pasteur Jakarta; Sudirman, Fatmawati, Bintaro, Ciputat, MelawaiBlok-M, Semanggi Jakarta; Blora, Grogol, Mangga Dua, Bintaro, Kelapa Gading Fatmawati
Cikini, Kuningan, Cempaka Mas, Tomang and Mangga DuaCilandak, Pancoran, BenhilKelapa Gading, Casablanca
People Lack of wealthness and Unifomity of service in every outlets. Unifomity of service in every outlets. Unifomity of service in every outlets.Good hospitalitylack of SOP SOPs are executed SOPs are executed SOPs are executed
Physical Evidence Outlet outlook nothing special. Offering the outlets with Indonesia's Offering the outlets with similar Offering luxury outlet. Exlusivity As budget travel company,the traditional look. Such as uniqely wood concept. Comfort chair and modern were the concept of the outlet. outlet seem nothing special. Javanesse chair. information board.
Process Manual. Not integrated. Integrated, modern. Integrated, modern. Integrated, modern. Integrated, modern.
STP
MARKETING MIX
BARAYA
Accessible pool/outletRoute availabilityDriver skillSeat availabilityConvenienceHospitalityEmployees' fast responseSafetyWaiting room's convenienceAppropriate priceWide cabin spaceSatisfy ACFleet displaySingle seatPool/outlet displayMember program
3.24 of 3.03 (industry mean)
Brand Equity = Low
Program Member Buy 1 get 1 free
1 free ticket for 7 tickets (same route)
Decreasing ticket price to Rp. 60.000 (additional)
Finding New Uses
Lowe Indonesia, 2009
Segmentation Definition
Geographic Bandung or Jakarta citizen
Demographic
Male and Female, All AgesSES B (monthly household expenditure) : Rp. 1.800.001 to Rp. 3.000.000SES C (monthly household expenditure) : Rp. 1.000.001 to Rp. 1.800.000SES D (monthly household expenditure) : Rp. 600.000 to Rp. 1.000.000Level of education : High school to bachelor degree
Behavioral Routine trip (work and business)Non-Routine (holiday, visit friend, wedding invitation, shopping, etc)
PsychographicIntrovert WallflowerConfident Establish Savvy Conqueror
Finding New Uses
Segment DemographicSegment SES B SES C SES D
GeographicBandung Citizen Jakarta Citizen
BehavioralRoutine Non-Routine
Psychographic
Inovert Wallflower
Confident Establish
Savvy Conqueror
“Menjadi travel terpercaya pilihan masyarakat dengan harga terjangkau dan kualitas service excellent”
Entering New
Market
Open new pool @ Blora, Kelapa Gading and PasteurOpen new pool @ Blora, Kelapa Gading and Pasteur
Tanah Abang, Taman Puring, DufanTanah Abang, Taman Puring, Dufan
Repositioning the Brand
Be different. Memorable
Involve slogan or jingle
Changing association
Symbol Exposure
Publicity
Marketing Mix Code Activity Price (Rp.) Budget (Rp.) Details
Product
I.3
New Fleet Luxio 1.5 M White
150,000,000 600,000,000 Pasteur - Blora
Pasteur - Kelapa Gading
(mobil-daihatsu.com, 2011)
RA.2Stickering the fleet
2,000,000 16,000,000
(M8 Design, 2011)
New logo/tagline 400,000 400,000
Place E.1Rent Ruko at Jakarta
150,000,000 300,000,000 Blora (1), Kelapa Gading (1)
Pasteur (1)
Rent Ruko at Bandung
100,000,000 100,000,000 (rumahyes.com, 2011)
Physical Evidence E.1 Renovation of pool/outlet
5,000,000 25,000,000
Interior Design
10,000,000 50,000,000
Process RP
Integrated System 20,000,000
20,000,000 (Ransoft Software House, 2011)(storage data base)
SMS for confirmation
400,000 7,200,000
Promotion
RA.3 Newspapers
10,000,000 180,000,000 Once a month
Brochure
1,500 1,500,000 1000 copies
I.1 Buy 1 ticket free 1 ticket
60,000 86,400,000 Once a month
I.2 Free 1 ticket for 7 ticket
60,000 43,200,000 18 month
I.4 Discount
50,000 36,000,000 18 month
RA.4 Bins for Car Free day
100,000 2,000,000 Event Sponsorship
People RP
Software Training Free from Ransoft
Software System training
Uniform (Rompi)
40,000 3,200,000 80 peoples
Service Training
200,000 6,000,000 80 peoples Total 1,451,900,000
New Fleet
Luxio 1.5 M White
Stickering the fleet
New logo/tagline
Rent Ruko at JakartaRent Ruko at Bandung
Renovation of pool/outlet
Interior Design
Integrated System
(storage data base)
SMS for confirmation
Newpaper
Brochure
E.1 Buy 1 ticket free 1 ticket
E.2 Free 1 ticket for 7 ticket
I.4 Discount Price
RA.4 Bins for Car Free day
Software Training
Uniform (Rompi)
Service Training
Physical Evidence E.1
Process
Promotion
RA.3
People RP
Product
I.3
RA.2
E.1Place
RP
Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8Marketing Mix Code Activity
Work Plan
Period 9Period 1
4848 Travel
Internal Analysis:- STP Analysis
- Marketing Mix
Business Issue:
Declining passengers of
4848
Brand Analysis:- CBBE
SWOT Analysis
Root of Problems
External Analysis:- Five Forces’ Porter
- Competitor Analysis
Commissioner
Operational Director
Supervision Director
Managing Director
General Manager
Marketing Manager
Staff
Operation Manager
Accounting Manager
HR ManagerMaintenance
Manager
StaffStaffStaffStaff Staff Mechanic
Product
06.00Suniaraja
06.00Kwitang
09.00Suniaraja
09.00Kwitang
16.00Suniaraja
21.00Suniaraja
21.00Kwitang
16.00Kwitang
1796
1798
1797
1799
1798
1796
1797
1799
Process
Customer Calling
Is customer call as a passenger?
Ask:-Name
-Place to departure-Destination
-Amount and number of seat-Time to departure
-Private number to call
Give ticket price
Keep service as well as
passenger
Passenger will be re-confirm by 4848 via phone
Is the seat available?
Is the seat available as customer request?
Coordinating with point office of departure
Confirming order division then re-call the
customer
Is time of schedule and number of seat available
as customer request?
Coordinating possible departure schedule close to customer request
Is the customer agree with the change of
schedule?
Say Thank You and Thank to
call 4848
No
No
No
No
Yes
Yes
Yes
Yes
Manual, No on-line
Competitor
Analysis
BARAYA
Low
Low
High
HighService
Pri
ce
Survey 400
respondents93 online307 face to
face
Brand Association
Route availability
Seat availability
Travel PioneerAccessible Pool/OutletAppropriate
PriceWaiting Room CleanlinessPool
convenience New fleet
Prestigious
Perceived Quality (Importance Level)
Customers Demand
of TravelAttribute Score
Accessible pool/outlet 3.715
Route availability 3.685
Driver skill 3.683
Seat availability 3.673
Convenience 3.658
Hospitality 3.658
Employees' fast response 3.653
Safety 3.648
Waiting room's convenience 3.568
Appropriate price 3.563
Wide cabin space 3.515
Satisfy AC 3.510
Fleet display 3.453
Single seat 3.435
Pool/outlet display 3.425
Member program 3.163
Perceived Quality
Customers Demand
of TravelCode Attribute Mean
Mean / variable (total)
FLEET
PA4 Convenience 3.658
3.422
PA3 Safety 3.648
PA2 Cabin wide space 3.515
PA5 Adequate of AC 3.510
PA7 Single seat 3.435
PRICE
PH1 Appropriate price 3.563 3.116
DISTRIBUTION
PD1 Accessible pool/route 3.715
3.431PD3 Route availability 3.685
PD2 Seat availability 3.673
PROMOTION
PR4 Fleet display 3.453
3.030PR3 Pool / outlet display 3.425
PR5 Member program 3.163
SERVICE
PL2 Driver skill 3.683
3.454PL3 Hospitality 3.658
PL1 Employees’ fast response 3.653
PL4 Convenience waiting room 3.568
Perceived Quality (Performance Level)
AttributeScoring
Industry Mean 4848 Cipaganti X-Trans
Accessible pool/outlet 3.715 3.725 3.746 3.678Route availability 3.685 3.627 3.775 3.658Driver skill 3.683 3.667 3.658 3.746Seat availability 3.673 3.608 3.664 3.775Convenience 3.658 3.627 3.651 3.662Hospitality 3.658 3.611 3.627 3.704Employees' fast response 3.653 3.608 3.584 3.732Safety 3.648 3.647 3.611 3.676Waiting Room's convenience 3.568 3.510 3.564 3.606Appropriate price 3.563 3.569 3.544 3.563Wide cabin space 3.515 3.510 3.523 3.437Satisfy AC 3.510 3.549 3.450 3.451Fleet armada 3.453 3.451 3.470 3.451Single seat 3.435 3.255 3.443 3.423Pool/outlet display 3.425 3.392 3.430 3.437Member program 3.163 3.014 3.188 3.196
AVERAGE 3.563 3.523 3.558 3.575
Perceived Quality (Performance Level)
Brand Loyalty
Attribute Code MeanCipaganti X-Trans 4848
Mean
Commited Buyer BL5 3.15 3.23 3.17 3.09
Like the Brand BL4 2.65 2.70 2.71 2.55
Satisfied Buyer BL3 2.68 2.88 2.73 2.43
Habitual Buyer BL2 2.69 2.77 2.86 2.68
Switcher/No Brand Loyalty BL1 3.03 3.08 3.00 3.24
Opportunities
Threat
Weakness Strength
Turnaround
No Change Strategy Growth
Diversification
SWOT Analysis
Source: Porter’s Generic Strategy
Root of Problems
4848 Travel
Internal Analysis:· Route, fleet, facility are
limited· Unfocused on STP
strategy· Inability to fulfill
current customer’s wand and demand
· No promotion in years
Business Issue:Declining passengers
Brand Analysis:· Customer’s awareness
level of travel remains high.
· Brand equity of 4848 is very low.
SWOT Analysis
Root of the Problems:· Unfocused STP strategy · Inability to fulfill the customer’s want
and demand· Brand equity is low
External Analysis:· Purbaleunyi toll has
changing the customer’s want and demand of travel
· Increasing of potential customer
· Competitors offers new route, seat, facility and technology to the customers
· High rivalry among the competitors and bargaining power of buyers
Brand Revitalization Gudang
Garam
Source: David Aaker,1991
Entering New
Market focus on customer’s demand
Open new pool @ Blora, Kelapa Gading and Pasteur
Tanah Abang, Taman Puring, Dufan
Route Day From To
Pasteur
Tanah AbangMonday 7.00 15.00
Thursday 7.00 15.00Glodok Tuesday 7.00 15.00
Taman PuringWednesday 7.00 15.00
Dufan, AncolSaturday 8.00 19.00
Sunday 8.00 19.00
Blora Trans StudioSaturday 8.00 20.00
Monday 8.00 20.00
Repositioning the Brand focus on Brand Equity
1. Changing Association4848’s tagline
Providing Excellent ServiceInnovation
2. Add value by differentiatingEmotional benefit
Repositioning the Brand focus on Brand Equity
Increasing Brand EquityPerceived Quality
Delivering High QualityCommitment to QualityA quality cultureCustomer Input
Measurement/goal/standard
Allow employee initiativeCustomer expectation
Making Perceptions match with Actual Quality
Brand Loyalty Treat the Customer RightStay close to the customer
Rp. 2 Billion
Timeline Impact
First 18 months Build awareness, recall, and understanding
Month 19-month 36 Start to see result of communication efforts
Month 37-month 48 Loyalty is built and word of mouth spreadsSource: Keller, 2008
Implementation PlanBrand Revitalization Components Sub-components Code
Increasing Usage
Buy 1 get 1 free I.1Free 1 ticket for 7 tickets I.2Add new fleet I.3Discount price I.4
Finding New Uses
Introvert Wallflower
FConfident EstablishSavvy ConquerorLow Middle ClassAdd Positioning
Entering New Market
Open Pool/outlet E.1Open Dropping System E.2
Repositioning the brand
Changing Association:
Tagline
Providing excellent service R.1Innovation (Taxi) R.2
Innovation (Program member) R.3
Add Value by Differentiating Family touch R.4
Brand awareness Be Different. Memorable
Involve a slogan or jingle RA.1Symbol Exposure RA.2Publicity RA.3Event Sponsorship RA.4
Brand Association: RB.1
Perceived Quality Delivery High Quality
Commitment to Quality
RP
A Quality CultureCustomer Input
Measurement/goals/standards
Allow Employee Initiative
Customer Expectation
Making Perceptions match with Actual Quality
Brand LoyaltyTreat the customer right
RLStay Close to the customer
High
Low
Hard EasyEase to Implement
Impa
ct
I.1
I.2
I.4
E.1
E.2
R.1
R.2R.3
R.4
RA.1
RA.2
RA.3
RA.4
RP
RL F
I.3
Implementation Plan
Source: Watanabe, 2011
Implementation Plan
Rp. 1,451,900,000 Budget used
New Fleet
Luxio 1.5 M White
Stickering the fleet
New logo/tagline
Rent Ruko at JakartaRent Ruko at Bandung
Renovation of pool/outlet
Interior Design
Integrated System
(storage data base)
SMS for confirmation
Newpaper
Brochure
E.1 Buy 1 ticket free 1 ticket
E.2 Free 1 ticket for 7 ticket
I.4 Discount Price
RA.4 Bins for Car Free day
Software Training
Uniform (Rompi)
Service Training
Physical Evidence E.1
Process
Promotion
RA.3
People RP
Product
I.3
RA.2
E.1Place
RP
Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8Marketing Mix Code Activity
Work Plan
Period 9Period 1
Code Product Price Place Promotion P.E. Process People S T PI.1
I.2
I.3
I.4
F
E.1
E.2
R.1
R.2
R.3
R.4
RA.1
RA.2
RA.3
RA.4
RB.1
RP
RL
Implementation Plan
BARAYA
Low
Low
High
HighService
Pri
ce
Implementation Plan
Target
Brand Analysis Based on
Survey Brand Awareness
Respondents Profile
Respondents Profile
Respondents Profile
Respondents Profile
SES by Frontier
Expenditure SES Amount
< Rp. 600.000 E 4.20%
Rp. 600.000 - Rp. 1.000.000 D 19.80%
RP. 1.000.001 - Rp. 1.800.000 C 38.80%
RP. 1.800.001 - Rp. 3.000.000 B 22.30%
> Rp. 3.000.000 A 15.00%
source: Frontier Available at http://www.marketing.co.id/kampus/2011/07/13/kasus-segmentasi-ac-nielsen/July 13, 2011. accessed date 10 September 2011.
Marketing Mix Code Activity Price (Rp.) Budget (Rp.) Details
Product
I.3
New Fleet Luxio 1.5 M White
150,000,000 600,000,000 Pasteur - Blora
Pasteur - Kelapa Gading
(mobil-daihatsu.com, 2011)
RA.2Stickering the fleet
2,000,000 16,000,000
(M8 Design, 2011)
New logo/tagline 400,000 400,000
Place E.1Rent Ruko at Jakarta
150,000,000 300,000,000 Blora (1), Kelapa Gading (1)
Pasteur (1)
Rent Ruko at Bandung
100,000,000 100,000,000 (rumahyes.com, 2011)
Physical Evidence E.1 Renovation of pool/outlet
5,000,000 25,000,000
Interior Design
10,000,000 50,000,000
Process RP
Integrated System 20,000,000
20,000,000
(Ransoft Software House, 2011)(storage data base)
SMS for confirmation
400,000 7,200,000
Promotion
RA.3 Newspapers
10,000,000 180,000,000 Once a month
Brochure
1,500 1,500,000 1000 copies
I.1 Buy 1 ticket free 1 ticket
60,000 86,400,000 Once a month
I.2 Free 1 ticket for 7 ticket
60,000 43,200,000 18 month
I.4 Discount
50,000 36,000,000 18 month
RA.4 Bins for Car Free day
100,000 2,000,000 Event Sponsorship
People RP
Software Training Free from Ransoft
Software System training
Uniform (Rompi)
40,000 3,200,000 80 peoples
Service Training
200,000 6,000,000 80 peoples Total 1,451,900,000
Group Definition Product ChoicesBapak baik-baik Tipe ideal, sederhana, tidak banyak Konservatif, berdasarkan (Confident Establish) kemauan, berorientasi pada keluarga, fungsi/kegunaan dan hargaProporsi 15,2% seimbang antara kehidupan, pekerjaan terjangkau. dan hobi. Tidak menyukai TV dan iklan. Ibu-ibu PKK(the Optimistic Domestic)Proporsi 13,5%
Serupa dengan tipe Bapak baik-baik hanya gender adalah wanita. Lebihmenyukai produk yang merefleksikandiri sendiri (nilai agama, cinta, keluarga)
Produk -produk Value of money,merek produk terkenal
Demi Teman SES C dan D, pria perkotaan. Produk yang menonjolkan (changed-expected Lad) Mengutamakan aspirasi kelompok. emotional benefit, karenaProporsi 10,5% seringkali dianggap sebelah oleh masyarakatLembut Hati Terdiri dari wanita yang tinggal di desa
dan tidak terlalu kaya. Brand yang menekankan nilai-nilai kebersamaan,persahabatan, bermanfaat bagi orang lain
Tidak terlalu peduli pada (Cheerful Humanist) emotional value yang sifatnya Proporsi 8,1% materialistis
Pasrah Karakter pasrah, tingkat pendidikan dan Produk yang menonjolkan (Introvert Wallflower) sosial ekonomi rendah fitur dasar, good valueProporsi 16%
Main UntungKarakter yang tertantang dengan adanyasuatu yang baru, tertantang meraihkejayaan bukan karena uang
Produk bermerek dan berkelas(Savvy Conqueror) yang menonjolkan life style Gaul Glam(Networking PleasureSeeker)
Karakter yang menyukai membangunjaringan, persahabatam, sebagai investasimasa depan, SES A
Produk yang memiliki diferensiasijelas dan premium
Bintang Panggung(Spontaneuos Fun-LovingProporsi 13,6%
Konsumen yang berhasil akibat kerja keras,berpikir rasional dalam pengeluaran, memiliki komunitas
Produk berkualitas harga ekonomis
Brand Equity Review