4848 Presentation

4-8-1960

Established

1971

PT. 4848

1970 1990

200 units of armada

Glory Era

2005 2011

Top of Mind

Transition Era

Changed armada Pioneer

Declining

4 units of armada Forgotten

Note:Travel service to Jakarta onlyPackage service not discussed

Armada:Daihatsu Luxio type M (4 units)Capacity: 5 persons System: Door to Door Point to Point (Shuttle)

2005 Purbaleunyi Toll Highway

X-Trans “Shuttle Travel Pioneer”

4848 Total Passenger in 2010

Source: Internal Data (April ‘10 - Dec ‘10)

Capacity fulfilled:

20 of 40 seats per day

Intensity of Rivalry among Competitors

Bargaining Power of Suppliers

Threats of New Entrants

Bargaining Power of Buyers

Threats of Substitute Products

High

High

Low

Low

Low

Product DifferentiationCapital RequirementsSwitching CostsAccess to Distribution ChannelGovernment Policy

No Suppliers needed in this industry

Industry GrowthHigh Fixed CostLack of DifferentiationHigh Exit Barriers

No substitute product in the near future

RouteHospitalityFeel secure and comfortDeparture time

Source: Analysis, 2011Porter’s 5 Forces by Michael Porter

Segmentation DefinitionGeographic Bandung or Jakarta citizen

Demographic

Male and Female, all ages. SES B (monthly household expenditure) : Rp. 1.800.001 to Rp. 3.000.000 SES C (monthly household expenditure) : Rp. 1.000.001 to Rp. 1.800.000 SES D (monthly household expenditure) : Rp. 600.000 to Rp. 1.000.000 Level of education : High school to bachelor degree

Behavioral Routine trip (work and business) Non-Routine (holiday, visit friend, wedding invitation, shopping, etc)

Targeting Positioning

Logo

Segmentation Man and Women Man and Women Man and Women Man and Women Man and Womenall ages all ages all ages all ages all ages

Targeting All range of class Middle class, SES A-C Upper class Upper class Lower classSES A-B SES A SES C-E

Positioning - Pelopor On-time Shuttle Trust and Care Executive Shuttle Travel termurah tapi bukan murahan

Product Travel and Package Travel and Package Travel and Package Travel and Package Travel and PackagePrice Rp. 65.000,- (Travel) Rp. 70.000.- (Travel) Rp. 70.000,- (Travel) Rp. 75.000,- (Travel) Rp. 55.000.- (Travel)

Rp. 10.000,- at first kg Rp. 30.000,- at first kg Rp. 30.000,- at first kg Rp. 30.000,- at first kg Rp. 20.000.- at first kg Promotion No promotion website, mouth-to-mouth, website, mouth-to-mouth, website, mouth-to-mouth, mouth-to-mouth, armada,

billboard, outlet, armada, banner, billboard, outlet billboard, outlet outlet, billboardarmada, yellowpages armada, loyalty program

Place Head Office: Bandung Head Office: Jakarta Head Office: Bandung Head Office: Bandung Head Office: BandungBandung; Sulanjana, Buah Batu Bandung; Cihampelas (3), MTC Bandung; BTC Pasteur, Cihampelas, Bandung; Dipati Ukur, Pasteur Bandung; Jalan SurapatiJakarta; Kwitang, Mangga Dua Jakarta; Blora, Pancoran, Cipaganti, Dipati Ukur, Asia Afrika and Cihampelas Jakarta; Sarinah, Cikini,

Tomang, Pondok Indah, Buah Batu, Kopo and Pasteur Jakarta; Sudirman, Fatmawati, Bintaro, Ciputat, MelawaiBlok-M, Semanggi Jakarta; Blora, Grogol, Mangga Dua, Bintaro, Kelapa Gading Fatmawati

Cikini, Kuningan, Cempaka Mas, Tomang and Mangga DuaCilandak, Pancoran, BenhilKelapa Gading, Casablanca

People Lack of wealthness and Unifomity of service in every outlets. Unifomity of service in every outlets. Unifomity of service in every outlets.Good hospitalitylack of SOP SOPs are executed SOPs are executed SOPs are executed

Physical Evidence Outlet outlook nothing special. Offering the outlets with Indonesia's Offering the outlets with similar Offering luxury outlet. Exlusivity As budget travel company,the traditional look. Such as uniqely wood concept. Comfort chair and modern were the concept of the outlet. outlet seem nothing special. Javanesse chair. information board.

Process Manual. Not integrated. Integrated, modern. Integrated, modern. Integrated, modern. Integrated, modern.

STP

MARKETING MIX

BARAYA

Accessible pool/outletRoute availabilityDriver skillSeat availabilityConvenienceHospitalityEmployees' fast responseSafetyWaiting room's convenienceAppropriate priceWide cabin spaceSatisfy ACFleet displaySingle seatPool/outlet displayMember program

3.24 of 3.03 (industry mean)

Brand Equity = Low

Program Member Buy 1 get 1 free

1 free ticket for 7 tickets (same route)

Decreasing ticket price to Rp. 60.000 (additional)

Finding New Uses

Lowe Indonesia, 2009

Segmentation Definition

Geographic Bandung or Jakarta citizen

Demographic

Male and Female, All AgesSES B (monthly household expenditure) : Rp. 1.800.001 to Rp. 3.000.000SES C (monthly household expenditure) : Rp. 1.000.001 to Rp. 1.800.000SES D (monthly household expenditure) : Rp. 600.000 to Rp. 1.000.000Level of education : High school to bachelor degree

Behavioral Routine trip (work and business)Non-Routine (holiday, visit friend, wedding invitation, shopping, etc)

PsychographicIntrovert WallflowerConfident Establish Savvy Conqueror

Finding New Uses

Segment DemographicSegment SES B SES C SES D

GeographicBandung Citizen Jakarta Citizen

BehavioralRoutine Non-Routine

Psychographic

Inovert Wallflower

Confident Establish

Savvy Conqueror

“Menjadi travel terpercaya pilihan masyarakat dengan harga terjangkau dan kualitas service excellent”

Entering New

Market

Open new pool @ Blora, Kelapa Gading and PasteurOpen new pool @ Blora, Kelapa Gading and Pasteur

Tanah Abang, Taman Puring, DufanTanah Abang, Taman Puring, Dufan

Repositioning the Brand

Be different. Memorable

Involve slogan or jingle

Changing association

Symbol Exposure

Publicity

Marketing Mix Code Activity Price (Rp.) Budget (Rp.) Details

Product

I.3

New Fleet Luxio 1.5 M White

150,000,000 600,000,000 Pasteur - Blora

Pasteur - Kelapa Gading

(mobil-daihatsu.com, 2011)

RA.2Stickering the fleet

2,000,000 16,000,000

(M8 Design, 2011)

New logo/tagline 400,000 400,000

Place E.1Rent Ruko at Jakarta

150,000,000 300,000,000 Blora (1), Kelapa Gading (1)

Pasteur (1)

Rent Ruko at Bandung

100,000,000 100,000,000 (rumahyes.com, 2011)

Physical Evidence E.1 Renovation of pool/outlet

5,000,000 25,000,000

Interior Design

10,000,000 50,000,000

Process RP

Integrated System 20,000,000

20,000,000 (Ransoft Software House, 2011)(storage data base)

SMS for confirmation

400,000 7,200,000

Promotion

RA.3 Newspapers

10,000,000 180,000,000 Once a month

Brochure

1,500 1,500,000 1000 copies

I.1 Buy 1 ticket free 1 ticket

60,000 86,400,000 Once a month

I.2 Free 1 ticket for 7 ticket

60,000 43,200,000 18 month

I.4 Discount

50,000 36,000,000 18 month

RA.4 Bins for Car Free day

100,000 2,000,000 Event Sponsorship

People RP

Software Training Free from Ransoft

Software System training

Uniform (Rompi)

40,000 3,200,000 80 peoples

Service Training

200,000 6,000,000 80 peoples Total 1,451,900,000

New Fleet

Luxio 1.5 M White

Stickering the fleet

New logo/tagline

Rent Ruko at JakartaRent Ruko at Bandung

Renovation of pool/outlet

Interior Design

Integrated System

(storage data base)


Newpaper

Brochure

E.1 Buy 1 ticket free 1 ticket

E.2 Free 1 ticket for 7 ticket

I.4 Discount Price


Software Training

Uniform (Rompi)

Service Training

Physical Evidence E.1

Process

Promotion

RA.3

People RP

Product

I.3

RA.2

E.1Place

RP

Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8Marketing Mix Code Activity

Work Plan

Period 9Period 1

4848 Travel

Internal Analysis:- STP Analysis

- Marketing Mix

Business Issue:

Declining passengers of

4848

Brand Analysis:- CBBE

SWOT Analysis

Root of Problems

External Analysis:- Five Forces’ Porter

- Competitor Analysis

Commissioner

Operational Director

Supervision Director

Managing Director

General Manager

Marketing Manager

Staff

Operation Manager

Accounting Manager

HR ManagerMaintenance

Manager

StaffStaffStaffStaff Staff Mechanic

Product

06.00Suniaraja

06.00Kwitang

09.00Suniaraja

09.00Kwitang

16.00Suniaraja

21.00Suniaraja

21.00Kwitang

16.00Kwitang

1796

1798

1797

1799

1798

1796

1797

1799

Process

Customer Calling

Is customer call as a passenger?

Ask:-Name

-Place to departure-Destination

-Amount and number of seat-Time to departure

-Private number to call

Give ticket price

Keep service as well as

passenger

Passenger will be re-confirm by 4848 via phone

Is the seat available?

Is the seat available as customer request?

Coordinating with point office of departure

Confirming order division then re-call the

customer

Is time of schedule and number of seat available

as customer request?

Coordinating possible departure schedule close to customer request

Is the customer agree with the change of

schedule?

Say Thank You and Thank to

call 4848

No

No

No

No

Yes

Yes

Yes

Yes

Manual, No on-line

Competitor

Analysis

BARAYA

Low

Low

High

HighService

Pri

ce

Survey 400

respondents93 online307 face to

face

Brand Association

Route availability

Seat availability

Travel PioneerAccessible Pool/OutletAppropriate

PriceWaiting Room CleanlinessPool

convenience New fleet

Prestigious

Perceived Quality (Importance Level)

Customers Demand

of TravelAttribute Score

Accessible pool/outlet 3.715

Route availability 3.685

Driver skill 3.683

Seat availability 3.673

Convenience 3.658

Hospitality 3.658

Employees' fast response 3.653

Safety 3.648

Waiting room's convenience 3.568

Appropriate price 3.563

Wide cabin space 3.515

Satisfy AC 3.510

Fleet display 3.453

Single seat 3.435

Pool/outlet display 3.425

Member program 3.163

Perceived Quality

Customers Demand

of TravelCode Attribute Mean

Mean / variable (total)

FLEET

PA4 Convenience 3.658

3.422

PA3 Safety 3.648

PA2 Cabin wide space 3.515

PA5 Adequate of AC 3.510

PA7 Single seat 3.435

PRICE

PH1 Appropriate price 3.563 3.116

DISTRIBUTION

PD1 Accessible pool/route 3.715

3.431PD3 Route availability 3.685

PD2 Seat availability 3.673

PROMOTION

PR4 Fleet display 3.453

3.030PR3 Pool / outlet display 3.425

PR5 Member program 3.163

SERVICE

PL2 Driver skill 3.683

3.454PL3 Hospitality 3.658

PL1 Employees’ fast response 3.653

PL4 Convenience waiting room 3.568

Perceived Quality (Performance Level)

AttributeScoring

Industry Mean 4848 Cipaganti X-Trans

Accessible pool/outlet 3.715 3.725 3.746 3.678Route availability 3.685 3.627 3.775 3.658Driver skill 3.683 3.667 3.658 3.746Seat availability 3.673 3.608 3.664 3.775Convenience 3.658 3.627 3.651 3.662Hospitality 3.658 3.611 3.627 3.704Employees' fast response 3.653 3.608 3.584 3.732Safety 3.648 3.647 3.611 3.676Waiting Room's convenience 3.568 3.510 3.564 3.606Appropriate price 3.563 3.569 3.544 3.563Wide cabin space 3.515 3.510 3.523 3.437Satisfy AC 3.510 3.549 3.450 3.451Fleet armada 3.453 3.451 3.470 3.451Single seat 3.435 3.255 3.443 3.423Pool/outlet display 3.425 3.392 3.430 3.437Member program 3.163 3.014 3.188 3.196

AVERAGE 3.563 3.523 3.558 3.575

Perceived Quality (Performance Level)

Brand Loyalty

Attribute Code MeanCipaganti X-Trans 4848

Mean

Commited Buyer BL5 3.15 3.23 3.17 3.09

Like the Brand BL4 2.65 2.70 2.71 2.55

Satisfied Buyer BL3 2.68 2.88 2.73 2.43

Habitual Buyer BL2 2.69 2.77 2.86 2.68

Switcher/No Brand Loyalty BL1 3.03 3.08 3.00 3.24

Opportunities

Threat

Weakness Strength

Turnaround

No Change Strategy Growth

Diversification

SWOT Analysis

Source: Porter’s Generic Strategy

Root of Problems

4848 Travel

Internal Analysis:· Route, fleet, facility are

limited· Unfocused on STP

strategy· Inability to fulfill

current customer’s wand and demand

· No promotion in years

Business Issue:Declining passengers

Brand Analysis:· Customer’s awareness

level of travel remains high.

· Brand equity of 4848 is very low.

SWOT Analysis

Root of the Problems:· Unfocused STP strategy · Inability to fulfill the customer’s want

and demand· Brand equity is low

External Analysis:· Purbaleunyi toll has

changing the customer’s want and demand of travel

· Increasing of potential customer

· Competitors offers new route, seat, facility and technology to the customers

· High rivalry among the competitors and bargaining power of buyers

Brand Revitalization Gudang

Garam

Source: David Aaker,1991

Entering New

Market focus on customer’s demand

Open new pool @ Blora, Kelapa Gading and Pasteur

Tanah Abang, Taman Puring, Dufan

Route Day From To

Pasteur

Tanah AbangMonday 7.00 15.00

Thursday 7.00 15.00Glodok Tuesday 7.00 15.00

Taman PuringWednesday 7.00 15.00

Dufan, AncolSaturday 8.00 19.00

Sunday 8.00 19.00

Blora Trans StudioSaturday 8.00 20.00

Monday 8.00 20.00

Repositioning the Brand focus on Brand Equity

1. Changing Association4848’s tagline

Providing Excellent ServiceInnovation

2. Add value by differentiatingEmotional benefit

Repositioning the Brand focus on Brand Equity

Increasing Brand EquityPerceived Quality

Delivering High QualityCommitment to QualityA quality cultureCustomer Input

Measurement/goal/standard

Allow employee initiativeCustomer expectation

Making Perceptions match with Actual Quality

Brand Loyalty Treat the Customer RightStay close to the customer

Rp. 2 Billion

Timeline Impact

First 18 months Build awareness, recall, and understanding

Month 19-month 36 Start to see result of communication efforts

Month 37-month 48 Loyalty is built and word of mouth spreadsSource: Keller, 2008

Implementation PlanBrand Revitalization Components Sub-components Code

Increasing Usage

Buy 1 get 1 free I.1Free 1 ticket for 7 tickets I.2Add new fleet I.3Discount price I.4

Finding New Uses

Introvert Wallflower

FConfident EstablishSavvy ConquerorLow Middle ClassAdd Positioning

Entering New Market

Open Pool/outlet E.1Open Dropping System E.2

Repositioning the brand

Changing Association:

Tagline

Providing excellent service R.1Innovation (Taxi) R.2

Innovation (Program member) R.3

Add Value by Differentiating Family touch R.4

Brand awareness Be Different. Memorable

Involve a slogan or jingle RA.1Symbol Exposure RA.2Publicity RA.3Event Sponsorship RA.4

Brand Association: RB.1

Perceived Quality Delivery High Quality

Commitment to Quality

RP

A Quality CultureCustomer Input

Measurement/goals/standards

Allow Employee Initiative

Customer Expectation

Making Perceptions match with Actual Quality

Brand LoyaltyTreat the customer right

RLStay Close to the customer

High

Low

Hard EasyEase to Implement

Impa

ct

I.1

I.2

I.4

E.1

E.2

R.1

R.2R.3

R.4

RA.1

RA.2

RA.3

RA.4

RP

RL F

I.3

Implementation Plan

Source: Watanabe, 2011

Implementation Plan

Rp. 1,451,900,000 Budget used

New Fleet

Luxio 1.5 M White

Stickering the fleet

New logo/tagline

Rent Ruko at JakartaRent Ruko at Bandung

Renovation of pool/outlet

Interior Design

Integrated System

(storage data base)


Newpaper

Brochure

E.1 Buy 1 ticket free 1 ticket

E.2 Free 1 ticket for 7 ticket

I.4 Discount Price


Software Training

Uniform (Rompi)

Service Training

Physical Evidence E.1

Process

Promotion

RA.3

People RP

Product

I.3

RA.2

E.1Place

RP

Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8Marketing Mix Code Activity

Work Plan

Period 9Period 1

Code Product Price Place Promotion P.E. Process People S T PI.1

I.2

I.3

I.4

F

E.1

E.2

R.1

R.2

R.3

R.4

RA.1

RA.2

RA.3

RA.4

RB.1

RP

RL

Implementation Plan

BARAYA

Low

Low

High

HighService

Pri

ce

Implementation Plan

Target

Brand Analysis Based on

Survey Brand Awareness

Respondents Profile

Respondents Profile

Respondents Profile

Respondents Profile

SES by Frontier

Expenditure SES Amount

< Rp. 600.000 E 4.20%

Rp. 600.000 - Rp. 1.000.000 D 19.80%

RP. 1.000.001 - Rp. 1.800.000 C 38.80%

RP. 1.800.001 - Rp. 3.000.000 B 22.30%

> Rp. 3.000.000 A 15.00%

source: Frontier Available at http://www.marketing.co.id/kampus/2011/07/13/kasus-segmentasi-ac-nielsen/July 13, 2011. accessed date 10 September 2011.

Marketing Mix Code Activity Price (Rp.) Budget (Rp.) Details

Product

I.3

New Fleet Luxio 1.5 M White

150,000,000 600,000,000 Pasteur - Blora

Pasteur - Kelapa Gading

(mobil-daihatsu.com, 2011)

RA.2Stickering the fleet

2,000,000 16,000,000

(M8 Design, 2011)

New logo/tagline 400,000 400,000

Place E.1Rent Ruko at Jakarta

150,000,000 300,000,000 Blora (1), Kelapa Gading (1)

Pasteur (1)

Rent Ruko at Bandung

100,000,000 100,000,000 (rumahyes.com, 2011)

Physical Evidence E.1 Renovation of pool/outlet

5,000,000 25,000,000

Interior Design

10,000,000 50,000,000

Process RP

Integrated System 20,000,000

20,000,000

(Ransoft Software House, 2011)(storage data base)


400,000 7,200,000

Promotion

RA.3 Newspapers

10,000,000 180,000,000 Once a month

Brochure

1,500 1,500,000 1000 copies

I.1 Buy 1 ticket free 1 ticket

60,000 86,400,000 Once a month

I.2 Free 1 ticket for 7 ticket

60,000 43,200,000 18 month

I.4 Discount

50,000 36,000,000 18 month


100,000 2,000,000 Event Sponsorship

People RP

Software Training Free from Ransoft

Software System training

Uniform (Rompi)

40,000 3,200,000 80 peoples

Service Training

200,000 6,000,000 80 peoples Total 1,451,900,000

Group Definition Product ChoicesBapak baik-baik Tipe ideal, sederhana, tidak banyak Konservatif, berdasarkan (Confident Establish) kemauan, berorientasi pada keluarga, fungsi/kegunaan dan hargaProporsi 15,2% seimbang antara kehidupan, pekerjaan terjangkau. dan hobi. Tidak menyukai TV dan iklan. Ibu-ibu PKK(the Optimistic Domestic)Proporsi 13,5%

Serupa dengan tipe Bapak baik-baik hanya gender adalah wanita. Lebihmenyukai produk yang merefleksikandiri sendiri (nilai agama, cinta, keluarga)

Produk -produk Value of money,merek produk terkenal

Demi Teman SES C dan D, pria perkotaan. Produk yang menonjolkan (changed-expected Lad) Mengutamakan aspirasi kelompok. emotional benefit, karenaProporsi 10,5% seringkali dianggap sebelah oleh masyarakatLembut Hati Terdiri dari wanita yang tinggal di desa

dan tidak terlalu kaya. Brand yang menekankan nilai-nilai kebersamaan,persahabatan, bermanfaat bagi orang lain

Tidak terlalu peduli pada (Cheerful Humanist) emotional value yang sifatnya Proporsi 8,1% materialistis

Pasrah Karakter pasrah, tingkat pendidikan dan Produk yang menonjolkan (Introvert Wallflower) sosial ekonomi rendah fitur dasar, good valueProporsi 16%

Main UntungKarakter yang tertantang dengan adanyasuatu yang baru, tertantang meraihkejayaan bukan karena uang

Produk bermerek dan berkelas(Savvy Conqueror) yang menonjolkan life style Gaul Glam(Networking PleasureSeeker)

Karakter yang menyukai membangunjaringan, persahabatam, sebagai investasimasa depan, SES A

Produk yang memiliki diferensiasijelas dan premium

Bintang Panggung(Spontaneuos Fun-LovingProporsi 13,6%

Konsumen yang berhasil akibat kerja keras,berpikir rasional dalam pengeluaran, memiliki komunitas

Produk berkualitas harga ekonomis

Brand Equity Review