IMPELEMENTASI STRATEGI PERLUASAN MEREK PELUMAS FEDERAL OIL PADA PT. FEDERAL KARYATAMA

IVAN, Iin Maya Sari, Dr., MM., MSi.

2015 | Tesis | S2 Manajemen

Merek merupakan identitas penting yang harus terus dijaga agar tetap tertanam kuat di benak konsumen. Sejumlah argumentasi yang didukung oleh data-data survei menyebutkan bahwa pelumas Federal Oil memiliki ekuitas merek yang baik. Atas dasar inilah PT. Federal Karyatama berusaha untuk terus menjaga aset merek pelumas yang dimilikinya melalui strategi perluasan merek. Implementasi strategi perluasan merek ini diyakini akan menjaga pertumbuhan bisnis perusahaan, meminimalkan risiko kegagalan produk baru, dan tentunya meminimalkan biaya peluncuran produk baru. Penelitian ini bertujuan untuk memahami implementasi strategi perluasan merek pada merek pelumas Federal Oil. Pengambilan data melalui teknik wawancara terhadap jajaran manajemen PT. Federal Karyatama yang menitik-beratkan pada alasan penggunaan strategi perluasan merek, aspek-aspek yang dijadikan pertimbangaan, tahapan-tahapan yang dilakukan manajemen dalam penerapan strategi perluasan merek, serta indikator keberhasilan dalam penerapan strategi perluasan merek pelumas Federal Oil. Berdasarkan penelitian yang dilakukan mengenai implementasi strategi perluasan merek pelumas Federal Oil yang dilakukan di PT. Federal Karyatama dapat dihasilkan kesimpulan bahwa penerapan strategi perluasan merek pelumas Federal Oil dilakukan secara vertikal. Perluasan merek vertikal merupakan perluasan merek yang menggunakan merek yang sama di kategori produk yang sama. Dalam hal ini kategori yang dimaksud adalah pelumas kendaraan bermotor untuk roda dua dan roda empat. PT. Federal Karyatama juga menerapkan tahapan-tahapan dalam pengembangan strategi perluasan merek, yaitu identifikasi asosiasi-asosiasi merek, identifikasi produk-produk yang berhubungan dengan asosiasi-asosiasi tersebut, dan memilih calon yang terbaik dari daftar produk tersebut untuk dilakukan uji konsep dan pengembangan produk baru. Hal-hal ini dilakukan melalui survei dan FGD yang secara reguler dijalankan oleh PT. Federal Karyatama. Tujuan PT. Federal Karyatama menerapkan strategi perluasan merek adalah untuk meningkatkan pertumbuhan bisnis. Selain itu, alasan lainnya adalah untuk menjaga ekuitas merek dengan meminimalkan risiko kegagalan produk baru, serta upaya melakukan efisiensi biaya peluncuran produk baru.

Marketing is evolving along with the progress of time. Developments in the world of marketing has created a new strategy in the process of getting customers and retain consumers. In this context, stretegi brand management becomes an important thing that needs to be done. Brand with a number of attributes is a clear differentiator and valuable in the minds of consumers. Brand is believed to have great power to lure people into buying a product or service. The presence of the brand easier for companies to introduce their products to consumers as well as facilitate the consumers to identify a product or service that is in the vicinity. PT. Federal Karyatama (FKT) is a motor vehicle lubricant manufacturer company which has been involved for 26 years in the automotive industry homeland. In the development of industrial lubricants in Indonesia occurred increasingly challenging competition existing brands competing for consumer attention with all the marketing activities undertaken. Change management implications for product marketing strategy changes brought PT. Federal Karyatama seeks to improve brand management. Brand extension strategy selected FKT management to sustain the Federal Oil brand in the lubricants market. This study aimed to analyze the implementation of the expansion strategy of the Federal Oil lubricant brand in PT. Federal Karyatama. The analysis in question is an attempt to know the background of the management FKT implement brand extension strategy, the stages are carried FKT management in implementing the strategy of brand extension, as well as success indicators specified in the application management FKT brand extension strategy. This study uses primary data obtained directly from the company through the process of interviewing the company's internal speaker. The method used for data collection is through the interview technique. This interview techniques assessed in accordance with the needs of the writer to know the strategy undertaken by the company in accordance subjects studied. To process the data used explorative analysis techniques to the process of data collection and data reduction to be concluded. Implementation of brand extension research results revealed that the Federal Oil FKT management apply line extension category and extension vertically to categories that have been run previously. The reason is mainly the management FKT implement brand extension strategy is the brand equity of the Federal Oil is high, as well as efforts to grow the amount of market share. Outcomes on indicators specified in the application market expansion strategy is the growth of sales volume and increased brand awareness in the minds of consumers Federal Oil.

Kata Kunci : Merek, Ekuitas Merek, Strategi Perluasan Merek