Abstract
Retail business related private label products in Indonesia continue racing with increasing needs and desires of consumers who crave quality products at low prices. One of them was intense Giant E kstra offers a variety of private label products are oriented to customers. Related to this phenomenon, the study aims to examine the marketing communication strategy Giant E kstra Central Business District (CBD) Bintaro, South Tangerang in building awareness of private label brands in the fast moving consumer goods (FMCG). This study used a retail communication mix of Levy & Weitz Retail (2009) includes communication tap-mouth (WOM), advertising, sales promotion and store atmosphere. Methods of research used a qualitative approach and case studies based on the conceptual framework of private label, fast moving consumer goods (FMCG), brand awareness and retail communications mix. The results of the study, the use of retail communications mix of Levy by Giant E kstra indicated not make private label as a FMCG Giant E kstra on top of brands and top of mind. Giant Ekstra advised continuously improve the quality of private label products with intense enhance performance such as WOM marketing communications, sales promotion, advertising and store atmosphere. And more aggressive in communicating private label products in the FMCG by activating the function of personal selling and direct marketing. Also create a database of customers, establish membership and customer communities.
Highlights
Retail business related private label products in Indonesia continue racing with increasing needs and desires of consumers who crave quality products
intense Giant Ekstra offers a variety of private label products are oriented to customers
Methods of research used a qualitative approach and case studies based on the conceptual framework of private label
Summary
Segmentasi adalah kegiatan pemasaran yang mengelompokkan pasar berdasarkan sifat dan karakteristik pelanggan yang sama (Solomon & Elnora, 2012: 185). 2. Dalam menawarkan produk dan jasa dengan keunggulan kompetitif, perusahaan harus mampu menjelaskan kepada konsumen terkait kualitas produk yang ditawarkannya lebih baik dari pesaingnya. 3. Dengan menggunakan bauran pemasaran sesuai segmen yang diplih, produk yang ditawarkan pemasar harus mampu memiliki nilai lebih sehingga dapat memuaskan konsumennya. Perusahaan harus mampu menggunakan dengan tepat promosi penjualan dalam mempromosikan produk dan jasa untuk mencapai tujuan. Tapi yang jauh lebih penting bagaimana strategi produsen dalam membentuk persepsi positif merek suatu produk dan jasa di benak konsumen. Merek harus pula memiliki nilai tambah dan mampu mencerminkan persepsi total konsumen sebagai hasil pembedaan dengan produk lain yang bertujuan memenuhi kebutuhan pelanggan. Peritel harus mampu membangun merek yang kuat yang memiliki kemampuan menyapa atau halo effect yang bisa menjadi kekuatan dan berpengaruh dalam proses balancing power. Dalam pemasaran PL memiliki lima aspek yang harus diperhatikan berkaitan dengan kemasan yaitu konfigurasi wadah, nama merek, simbol, ilustrasi dan logo
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