Marketing Mix
ENGLISH DEP
FACULTY
SOEGIJAPR
g Mix for Lovely
Pelangi
Ice Cream
By:
Fenny Widyani Hartanto
Student Number: 14. J2. 0074
EPARTEMENT STUDY PROGRAMM
LTY OF LANGUAGE AND ARTS
PRANATA CATHOLIC UNIVERSITY
Semarang
2016
ME
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
Marketing
A Thesis Presented as Part
Sastra Degr
ENGLISH DEP
FACULTY
SOEGIJAPR
eting Mix for Lovely
Pelangi
Ice Cream
artial Fulfillment of the Requirements to Obt
gree in the English Letters Study Programm
By:
Fenny Widyani Hartanto
Student Number: 14. J2. 0074
DEPARTEMENT STUDY PROGRAM
ULTY OF LANGUAGE AND ARTS
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
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
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.” Fo
r my little brother, Christian
, “Thank you for n
ot 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.
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
Table of Contents
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 LovelyPelangiIce 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
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 LovelyPelangiIce 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 LovelyPelangiIce Cream”... 38
Table 4.14. “The respondents’ opinion on the price slice ice cream of LovelyPelangiIce Cream”... 38
Table 4.15. “The respondents’ opinion on the price tart ice cream of LovelyPelangiIce Cream”... 39
Table 4.17. “The respondents’ opinion on the price of LovelyPelangiIce 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 LovelyPelangiIce 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
LovelyPelangiIce Cream”... 43
Table 4.22. “The respondents’ opinion on the level of ease to obtain LovelyPelangiIce
Cream product”... 44