• Tidak ada hasil yang ditemukan

Strategies To Change Customers' Perception About Aqua Brand to Make The Brand Stronger : A Case Study.

N/A
N/A
Protected

Academic year: 2017

Membagikan "Strategies To Change Customers' Perception About Aqua Brand to Make The Brand Stronger : A Case Study."

Copied!
11
0
0

Teks penuh

(1)

ABSTRAK

Skripsi ini ditulis untuk memenuhi salah satu syarat kelulusan program Sarjana di Jurusan English for Business Professionals, Fakultas Sastra, Universitas Kristen Maranatha. Dalam skripsi ini saya mencoba untuk mencari solusi untuk menyelesaikan masalah yang dihadapi PT. Aqua Golden Mississippi berkenaan dengan merek Aqua.

Dengan semakin besarnya permintaan akan air minum yang bersih membuat banyak perusahaan saling bersaing untuk memproduksi air minum yang bersih dan berkualitas yang biasa disebut air minum dalam kemasan (AMDK). Tirto Utomo adalah perusahaan yang memelopori air minum dalam kemasan dan merek yang digunakan adalah “Aqua”. Saat ini Aqua menguasai 80% dari pangsa pasar. Aqua juga memiliki tingkat kesadaran merek yang paling tinggi dari sekian banyak produk air minum dalam kemasan (AMDK).

(2)

TABLE OF CONTENTS

ABSTRACT………..i

DECLARATION OF ORIGINALITY……….ii

PREFACE………....iii

TABLE OF CONTENTS………....iv

CHAPTER I : INTRODUCTION………..1-5

1.1. Background of the Study 1.2. Identification of the Case 1.3. Objectives of the Study 1.4. Limitation of the Study 1.5. Layout of the Paper

CHAPTER II : THEORETICAL REVIEW……… 6-14

CHAPTER III : CASE ANALYSIS………15-20

CHAPTER IV : CONCLUSION & SUGGESTION……….21-22

BIBLIOGRAPHY

Maranatha Christian University

(3)

CHAPTER I

INTRODUCTION

1.1. Background of the Study

Nowadays there are many mineral water products with different brands. “There are about 466 companies that produce mineral water with different brand names” (translated, http://www.kompas.com, 16 November 2005). It makes the competition intense for the companies, and the companies should also be able to adapt to this situation and should be able to fulfill the needs of the customers. Companies compete with each other to broaden their target market and maintain their position in the business world. They produce the kinds of products and services which can satisfy the customers’ needs, so that the customers can accept the products and feel satisfied with the products and services that are promoted by the companies.

(4)

products. Brands will also show the qualities of the products and can make the customers trust the product and then buy the product again.

The strategies mentioned above are done by Aqua Golden Mississippi Company when they determined “Aqua” as a brand for its mineral water product. The word “Aqua” is taken from the Latin language, which means “water”. The Aqua Golden Mississippi Company hopes that Aqua as the brand can attract the customers to buy its mineral water, because it is easy for the customers to remember the brand, (http://www.kompas.com).

The company itself was established in 1973 by Tirto Utomo, the pioneer producer of bottled water in Indonesia. After operating for over 30 years, Aqua Golden Mississippi Company now has 14 factories throughout Indonesia. In 1998, Aqua took the strategic step of joining with Danone group, which is one of the largest business groups active in the bottled water sector worldwide. Under the Danone-Aqua flag, Aqua now has more than 1,000,000 distribution points which are easily accessed by its customers all over Indonesia, (http://www.danoneaqua.com). As one of the biggest companies in Indonesia, the Aqua Golden Mississippi Company actually should not have any problem with its brand.

According to Kompas on 22 November 2007, however, the Aqua Golden Mississippi Company has some problems with the Aqua brand. Aqua as a brand is not successful as a distinctive brand among other brands of similar products. One of the functions of brand is to make a product different from its competitors. If the customers are not aware that brands differentiate the products, it

Maranatha Christian University

(5)

will cause a condition called brand switching. Brand switching does not give any disadvantages for the customers, but it will give disadvantages to the company. The problem with Aqua is that the customers regard Aqua as a name for generic a product. In other words, it means that Aqua as a brand is no longer special for the customers because the customers do not perceive Aqua as not only a brand, but also a trade mark. Customers have a perception that it is not a problem if a seller gives them another brand of mineral water product, although they say that they want to buy Aqua.

Aqua Golden Mississippi Company wants to change the perception of the customers by giving them some promotions in order to let the customers know that Aqua is not only a brand, but also a trade mark. So, the Aqua Golden Mississippi Company needs to better communicate its brand’s attributes to the customers.

Although Aqua is a market leader for mineral water products, it is not strong enough to make the customers aware of it as a brand and a trade mark so that they will be loyal to the brand. It happens because the Aqua Golden Mississippi Company’s is lack in communication and in promotion of its brand. Therefore, Aqua Golden Mississippi Company does some strategies to strengthen its brand to solve this problem.

1.2. Identification of the Case

(6)

2. What are the strategies which Aqua Golden Mississippi Company takes to strengthen its Aqua brand?

1.3. Objectives of the Study

The objectives of the research are:

1. To know the perception of customers about Aqua brand.

2. To know the strategies that Aqua Golden Mississippi Company takes to strengthen Aqua brand.

1.4. Limitation of the Study

I focus the discussion on the problem which is faced by the Aqua Golden Mississippi Company in relation with its Aqua brand.

1.5. Layout of the Thesis

The thesis starts with the Abstract, a concise summary of the entire paper in Indonesian. This Abstract is followed by the Preface, in which acknowledgments are given to those contributing and involved in the work. After that is the Table of Contents, and followed by its four chapters:

(7)

Chapter IV is conclusion and suggestion.

(8)

CHAPTER IV

CONCLUSION AND SUGGESTION

In this chapter, I would like to give an overall conclusion of my thesis and also give suggestions to the Aqua Golden Mississippi Company.

The Aqua Golden Mississippi Company has problems in making Aqua brand different from the others when the customers cannot differentiate the product. As a brand, Aqua is not strong enough to make the customers more aware and loyal to its brand. Some of the customers regard Aqua as generic product, not as distinctive mineral water product. The customers do not realize that Aqua is not only a brand but also a trade mark, so they do not mind if the sellers give them a different brand although what they actually ask is Aqua.

According to the information that I find on the company’s website, the Aqua Golden Mississippi Company has done some effective ways to make Aqua brand stronger. The Aqua Golden Mississippi does some promotional efforts which are intended to educate its customers and inform them about the benefits of Aqua mineral water so that the customers will be

Maranatha Christian University

(9)

more aware of and more loyal to the product. The company hopes that it can also change the perception of the customers about the product so that the brand will be stronger. In doing the promotion, the Aqua Golden Mississippi Company gives some prizes, makes new slogan at their website, gives quizzes, and also gives testimonials to its customers. I find that these promotional efforts which have been taken by the Aqua Golden Mississippi Company match with the branding theories stated by Philip Kotler, Freddy Rangkuti, and also David A. Aaker.

(10)

Maranatha Christian University

(11)

BIBLIOGRAPHY

From Books:

Aaker, A., David. Managing Brand Equity. New York: The Free Press, 1997. Durianto, D., Sugiarto, and Tony Sitinjak. Strategi Menaklukan Pasar Melalui

Perilaku Merek. Jakarta: PT.Gramedia Pustaka, 2004.

Freddy, Rangkuti. The Power of Brands. Jakarta: PT.Gramedia Pustaka Utama, 2004.

Kotler, Philip. Marketing Management. New Jersey: Prentice Hall International, Inc., 2004.

From Website:

Referensi

Dokumen terkait

b) Respon yang lebih cepat terhadap situsi pasar dan bisnis, dan lebih akurat dalam membuat perkiraan, termasuk proyeksi pemasukan. c) Sasaran ukuran atas kinerja menjadi

Pada dasarnya kebudayaan pada suatu masyarakat merupakan perwujudan manusiawi dari individu- individu yang berada dalam masyarakat pendukungnya sehingga permasalahan kebudayaan

Metode analisis data yang digunakan dalam penelitian ini adalah metode analisis deskriptif kuantitatif, yaitu dengan mencari rasio yang didapat dari perhitungan

Sedangkan logika atau nalar yang sehat dimaksud adalah suatu sistem dan struktur logika yang berada dalam kondisi kefinalan intrinsik, perampungan, pemenuhan, dan kedamaian

Kami Pokja BLPBJ Kota Makassar berdasarkan Surat Keputusan Sekretaris Daerah Kota Makassar Nomor : 1027/027/Kep/V/2017 tanggal 23 Mei 2017 tentang Penetapan Kembali Kelompok

Mata kuliah ini mengarahkan mahasiswa untuk dapat menerapkan metode pengembangan kognitif serta mengkaji tentang hakikat kognitif, karakteristik kognitif anak usia TK,

[r]

Gedung H, Kampus Sekaran-Gunungpati, Semarang 50229 Telepon: (024)