Integrated Marketing Strategy: Promotional Mix Analysis A Case Study of PT. Dua Kelinci

Authors :Gayuh RPradipta AMIntegrated Marketing Strategy: Promotional Mix AnalysisA Case Study of PT. Dua KelinciLecture :Mrs MayaPT Dua Kelinci is one of famous peanut produser in Indonesia. It establised in1985 when Ho Sie Ak and Lauw Bie Giok build small store. One day a peanut farmer asked them to sell his product, inshell peanuts. The family looked unattractive packaging then they think how to sell such kind of product. Sometime later son Hadi went to fishing and thought about the peanuts. While he was doing this, two fish leapt from the water. Ah, an omen he thought being Chinese and somewhat superstitious. When he returned home he got in touch with a designer he knew and asked him to design a logo and packaging for the peanuts that featured the two fish he had seen. Make something like this, he said, handing the designer a logo with two rabbits from a Chinese confectionary wrapperAbstracThe designer returned not long after with a picture of two rabbits fishing while sitting on a peanut and two fish jumping out of the water. This became the logo for Sari Gurih, a small roasted peanut repackaging company.The company began to grow and the two rabbits appeared in more and more stores across the Indonesian archipelago. People came looking for and asking for Sari Gurih peanuts, but not by name. They were asking, Where can we find the Two Rabbit peanuts?The company continued to grow under its lucky logo. Sons and now owners Mr Ali Arifin and Mr Hadi Sutiono moved into processing peanuts, learning as much as they could about, peanuts, cooking methods and business practice. The centre of operations moved to Pati in Central Java, a region now identified as the heart of Indonesia's roasted peanut industry.

As Dua Kelinci became bigger and more sophisticated it launched new products flavoured peanuts, sand-grilled peanuts, flour-coated peanuts and flour-based snacks and drinks.Advanced equipment and modern machinery replaced the manual labour processing of early years. A research and development team was employed, and international quality standards were introduced, and more and more people were employed. Then the company began to export its peanuts.

Findings and Discussion(Advertising on television)

Dua Kelinci uses television advertisement for the main weapon of its promotion. The reason is this company success to be the official sponsor of Real Madrid. You will often to see Dua Kelincis motion advertising when there is Real Madrids match in television. PT. Dua Kelinci assume there are many people who eat peanuts when they are watching the football match. Direct Marketing is a sales technique of approaching potential customers directly. One of PT. Dua Kelinci strategy is by developing interactive website. We can found all of information about the company, from the history until the next event marketing. It will gives information for the customer that is visited the website. We can choose to use english or bahasa version when we visit the website, It means the target market from that website is not only for domestic customer but also for people from other country.

Direct marketing (good website design)

PT. Dua Kelinci also follows the trend of promotion with actively to promote in Social Media. It use twitter to gives stimulate awarness of the customer. The twitter account also actively gives information about the Real Madrid match. Sometime there is a quis that is given from the admin for the follower.

Social Media(twitter)

Dua Kelinci already organized some national event to do event marketing. By doing this the company wish can increase the brand image of the company. Two Big event that already organized by this company are Indonesia Menggiring Bola and Indonesia Mengoper Bola.

Event marketing(Indonesia menggiring bola & indonesia mengoper bola)

Energy savingMaintaining machinery in optimum condition so that it operates efficiently.Building awareness amongst staff of energy conservation and the impact of even small efforts in switching off lights or electric appliances when they are not required.Maximising natural light and natural ventilation as much as practicable in building design.

Public RelationWater ConservationWater conservation is a concern of the Dua Kelinci Management team. As part of the companys CSR environment program it is exploring ways to reduce water consumption and to protect ground water.

Peanut processing requires peanuts to be washed in water.The water from each wash cycle is passed through filtration ponds so it can be recycled and reused.

The quality of this water is tested, but it is also indicated by the health of fish living in the ponds.Organic soil sediment is recycled back to the land.

Waste ManagementInshell peanut processing generates waste in the form of soil and organic waste. This material is returned to the soil and distributed in a way that is not harmful to the land, and is in fact beneficial.

Government agencies test the sites where the sediment is spread every three months on average to ensure that is neither harmful to the land nor to ground water sources.The company aims to reduce as much as possible all forms of waste generated from packing and office processes through promoting paperless offices, improving processes and staff training.

Supporting local communitiesDua Kelinci is a source of pride to the people of Pati. It is the towns largest employer and has put the small town on the map. Community support is important to the company and it seeks to return that support in a number of ways.

Advertising Timing Pattern

The advertising pattern that is likely being used by PT. Dua Kelinci is the continuous alternating pattern. The characteristic of continuous alternating pattern itself is the advertising exposures appear evenly throughout a given period but it is slightly volatile during a certain period of time. This is relevant to the events that Dua kelinci has, as we know that Dua Kelinci held so many events and competitions that is at a certain time at the ongoing events and competitions, the extra advertisement is needed to catch everybodys attention and to enliven that events and competitions, so that those events memorable for everybody whos involved.

PT Dua Kelinci has vision to be Indonesias preferred snack food provider and to model excellence in food processing and ethical business practice. We conclute PT Dua Kelinci are using advertising (motion picture, billboard, poster, broadcast ads, and logo,) event and experience (Indonesia Menggiring Bola, Indonesia Mengoper Bola), public relation, Social Media and also personal selling. Those activity are the PT Dua Kelincis promotion mix that make the company succes domestically and internationally

Conclusionhttp://www.dk-peanuts.com/welcome.htmlhttp://www.realduakelinci.com/berita-dua-kelinci/http://www.bola.net/spanyol/butragueno-nilai-dasar-dua-kelinci-sama-dengan-madrid-d4740c.html

References