Marketing Mix for Lovely Pelangi Ice Cream

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

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

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

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

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

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

A Thesis Approval

MARKETING MIX OF LOVELY PELANGI ICE CREAM

by:

FENNY WIDYANI HARTANTO

14. J2. 0074

Approved by,

Sandy Arif, SPd., M. Sc

January 13

th

, 2016

Major Sponsor

Emilia Ninik A., SP., M. Hum

January 13

th

, 2016

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 13

th

, 2016

Faculty of Language and Arts

Soegijapranata Catholic University

Dean,

Angelika Riyandari, Ph. D

NPP.058.1.1996.201

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”

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”

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

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 Cream27 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

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 LovelyPelangiIce Cream”... 23

Table 3.3. “Percentage respondents ‘occupation of LovelyPelangi Ice Cream Questionnaires”... 23

Table 3.4. “Percentage income respondents of LovelyPelangiIce Cream Questionnaires”. 24 Table 4.1. “Cumulative result of questions on LovelyPelangiIce Cream Product”... 28

Table 4.2. “The respondents’ opinion on the taste of LovelyPelangiIce Cream”... 28

Table 4.3. “The respondents’ opinion on the texture of LovelyPelangiIce Cream”... 29

Table 4.4. “The respondents’ opinion on the quality of LovelyPelangiIce Cream”... 30

Table 4.5. “The respondents’ opinion on product variations of LovelyPelangiIce Cream”. 30 Table 4.6. “The respondents’ opinion on the packaging of LovelyPelangiIce Cream”... 31

Table 4.7. “Cumulative result of questions on promotion of LovelyPelangiIce Cream”... 32

Table 4.7. “The respondents’ opinion on the promotion of LovelyPelangiIce Cream”... 33

Table 4.8. “The respondents’ opinion on using brochure as promotion media of Lovely PelangiIce Cream”... 34

Table 4.9. “The respondents’ opinion on using social media as promotion media of Lovely PelangiIce Cream”... 34

Table 4.10. “The respondents’ opinion on using e-newsletters as promotion media of Lovely PelangiIce Cream”... 35

Table 4.11. “The respondents’ opinion on using gift as promotion media of LovelyPelangi Ice Cream”... 35

Table 4.12. “Cumulative result of questions on price of LovelyPelangiIce Cream”... 37

Table 4.13. “The respondents’ opinion on the price cup ice cream of LovelyPelangi Ice Cream”... 38

Table 4.14. “The respondents’ opinion on the price slice ice cream of LovelyPelangi Ice Cream”... 38

Table 4.15. “The respondents’ opinion on the price tart ice cream of LovelyPelangi Ice Cream”... 39

Table 4.17. “The respondents’ opinion on the price of LovelyPelangi Ice Cream comparing

to their quality”... 40 Table 4.18. “Cumulative result of questions on the place of LovelyPelangiIce 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 LovelyPelangiIce Cream website”... 43 Table 4.21. “The respondents’ opinion on the needs to link website and social media of

Lovely PelangiIce Cream”... 43 Table 4.22. “The respondents’ opinion on the level of ease to obtain LovelyPelangi Ice

Cream product”... 44 Table 4.23. “The respondents’ opinion on the service from LovelyPelangiIce Cream”... 45

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.

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

close-ended 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.