Brand position of Pertamina Meditran SX

WIKANTORO, Sinung, B.M. Purwanto, Dr.,MBA

2005 | Tesis | Magister Manajemen

Riset ini mempelajari brand position dari Pertamina Meditran SX, yaitu merk pelumas mesin diesel produksi PT Pertamina. Sebuah kuisioner diadakan di Jakarta untuk mengumpulkan data persepsi konsumen tentang produk ini. Kuisioner berisi pertanyaan yang menyangkut persepsi tentang kemasan, kompatibilitas terhadap mesin, kemampuan bekerja dalam tugas berat, drain interval (rentang penggantian oli), kualitas secara keseluruhan, dan tingkat ketersediaan produk di pasar. Tiga merek lain dalam kategori yang sama diambil sebagai pembanding, yaitu Caltex Delo, Top1 Synthetic Diesel Oil, dan Fuchs Diesel Oil. Analisis dari hasil riset ini menunjukkan bahwa brand position dari Meditran SX unggul terhadap Caltex Delo, Top1 SDO dan Fuchs tetapi kalah dari Caltex Delo dalam hal harga dan ketersediaan, tertinggal dari Caltex Delo dalam hal kualitas, namun unggul terhadap Top1 dan Fuchs, serta tertinggal dari Fuchs Diesel Oil dalam hal kemasan.

This research is about finding the position of Meditran SX that is Pertamina Heavy Duty Diesel Oil (HDDO). A questionnaire was conducted in Jakarta to collect data about customers’ perception toward the product. The questionnaire asked about what is customers’ perception toward the packaging, engine compatibility, heavy duty performance, drain interval, overall quality, and the availability of the product. Three other brand in the same category were taken to be compared to the position of Meditran SX, there are Caltex Delo, Top 1 Synthetic Diesel Oil and Fuchs Diesel Oil. The list of competitor were developed regarding preliminary study that including discussion with a group of lubricant business players and regarding the market share of each player. The analysis of the research result show us that Meditran SX position is leading compare to the three competitor in term of price and availability, challenging Caltex Delo in term of quality and lack behind Fuchs in term of packaging.

Kata Kunci : Manajemen Pemasaran,Persepsi Konsumen,Brand Position