Proposed Marketing Strategy to Increase Brand Awareness of TMO

Abstract

The car population in Indonesia is increasing every year with an average of 4.8% in the last five years. The contribution of car population is dominated by passenger cars with a contribution of 74.5% when compared to commercial cars, so that this causes the lubricant industry for cars, especially passenger cars, is still survive and still one of the promising industries when viewed from the needs of the society. PT Toyota-Astra Motor (PT TAM), is a car trading company headquartered in North Jakarta, Indonesia. PT TAM sees an opportunity for this business by making special car lubricant products for the Toyota brand, namely TMO or Toyota Motor Oil. In Indonesia, the Toyota car brand is still the market leader with a market share of 33.3%. But unfortunately, there are still few people who know the TMO brand. This is reflected through a questionnaire that has been distributed by the authors to 255 respondents, and only 30% know the TMO brand. For this reason, the author is interested in researching more about proposed marketing strategies to increase brand awareness of TMO products. To be able to find out the right strategy, the author analyses the SWOT, STP, and also the marketing mix of TMO products. Then the author compiled a questionnaire that can provide market conditions related to TMO awareness, customer behaviour when buying engine oil products, customer behaviour when changing oil products, and customer priorities. After conducting an analysis through a questionnaire distributed to 255 respondents and interviews with speakers from PT TAM, namely the marketing team, product development team, and pricing team, the author describes the SWOT analysis, describe the STP proposal, and marketing strategy based on the AIDA framework. AIDA stands for attention, interest, desire, and action. The author designed a marketing strategy based on the AIDA framework.