Marketing Mix for Lovely Pelangi Ice Cream

  

Marketing Mix g Mix for Lovely Pelangi Ice Cream

By:

Fenny Widyani Hartanto

  

Student Number: 14. J2. 0074

ENGLISH DEP EPARTEMENT STUDY PROGRAMM ME

FACULTY LTY OF LANGUAGE AND ARTS

SOEGIJAPR PRANATA CATHOLIC UNIVERSITY TY

  

Semarang

2016 LAMPIRAN : KEPUTUSAN REKTOR UNIVERSITAS KATOLIK SOEGIJAPRANATA Nomor : 0047/SK.Rek/X/2013 Tanggal : 07 Oktober 2013 Tentang : PERNYATAAN KEASLIAN SKRIPSI/TUGAS AKHIR DAN THESIS

• PERNYATAAN KEASLIAN SKRIPSI

  Dengan ini saya menyatakan bahwa dalam skripsi / tugas akhir / tesis *) yang berjudul “ Marketing Mix of Lovely Pelangi Ice Cream “ ini tidak terdapat karya yang pernah diajukan untuk memperoleh gelar kesarjanaan di suatu Perguruan Tinggi, dan sepanjang pengetahuan saya juga tidak terdapat karya atau pendapat yang pernah ditulis atau diterbitkan oleh orang lain, kecuali yang secara tertulis diacu dalam naskah ini dan disebutkan dalam daftar pustaka.

  Apabila dikemudian hari ternyata terbukti bahwa skripsi ini sebagian atau seluruhnya merupakan hasil plagiasi, maka saya rela untuk dibatalkan, dengan segala akibat hukumnya sesuai dengan peraturan yang berlaku pada Universitas Katolik Soegijapranata dan/atau peraturan perudang-undangan yang berlaku.

  Semarang, 28 Maret 2016 ( Fenny Widyani Hartanto )

  NIM : 14. J2. 0074 Marketing A Thesis Presented as Part Sastra Degr

  eting Mix for Lovely Pelangi Ice Cream artial Fulfillment of the Requirements to Obt gree in the English Letters Study Programm

  

By:

Fenny Widyani Hartanto

Student Number: 14. J2. 0074

ENGLISH DEP FACULTY SOEGIJAPR

DEPARTEMENT STUDY PROGRAM ULTY OF LANGUAGE AND ARTS PRANATA CATHOLIC UNIVERSITY

AMME SITY

  

Semarang

2016

eam btain the Sarjana me

  

A Thesis Approval

MARKETING MIX OF LOVELY PELANGI ICE CREAM

  

by:

FENNY WIDYANI HARTANTO

14. J2. 0074

  

Approved by,

th Sandy Arif, SPd., M. Sc

  January 13 , 2016 Major Sponsor th

  

Emilia Ninik A., SP., M. Hum January 13 , 2016

Co-Sponsor

  

A Thesis defended in front of the Board of Examiners

On January, 2016 and declare acceptable

Board of Examiners

……..........................

  Chair Person : Sandy Arif, SPd., M. Sc …………………….. Secretary : Emilia Ninik A., SP., M. Hum …………………….. Member : Cecilia Titiek Murniati, Ph. D th Semarang, January 13 , 2016 Faculty of Language and Arts Soegijapranata Catholic University Dean, Angelika Riyandari, Ph. D NPP.058.1.1996.201

  

ACKNOWLEDGEMENT

My very first thanks will be dedicated for my Lord who resides in heaven.

  

“Thank You for Your blessing and guidance which You give me for the whole of my

life. You have given me the most amazing life I could ever have by putting me

around these people in my family and my friends. You give me strength and comfort

during all of the hard times. I feel so lucky and blessed to have such Almighty and

Omnipotent God as You.” Secondly, I would like to express my thanks to my beloved parents. “Thank

you Papi and Mami for giving me a support to complete my thesis. I am very thankful

for it.” For my little brother, Christian, “Thank you for not bothering me too much

when I made this thing, it's really helpful." Thirdly, I would like to give thanks to my great mentors, Sandi Arief, S.PD.

  

M.Sc. and Emilia Ninik Aydawati, SP. MHum and also appreciate them for the

incredibly wonderful guidance and support. “There is no way I can finish this thesis

without your guidance and support. I know that you are busy with all the works, yet

you still make time to help me finish my thesis. For that reason, I give you my

deepest thanks.” Next, I would like to thank to the dean of Faculty of Language and Arts and

all of the lecturers. “Thank you for giving me new knowledge and understanding.

Thank you for all the effort and patience in teaching English”

  The last, but not the least, I want to say thanks to my high school friends,

college friends and also member of DTS. “Thanks guys for your support and also

your suggestion about some difficult matters. Thanks to encourage me to finish my

thesis and also remind me to treasure my health because of the hectic when made this

thesis.” Besides that, I also would like to thank all customers of Lovely Pelangi Ice

Cream. “Thanks for your willingness to help me fill some questionnaires to complete

this thesis”

  

Table of Contents

  1.2.2. Product, Price, Place, Promotion (4Ps) ........................................................... 12

  1.3.8. Customer Oriented Strategy............................................................................ 21

  1.3.7. Innovations Strategy ....................................................................................... 21

  1.3.6. Niche Market Strategy .................................................................................... 20

  1.3.5. Product Differentiation Strategy ..................................................................... 20

  1.3.4. Defensive Strategies........................................................................................ 18

  1.3.3. Diversification Strategies ................................................................................ 17

  1.3.2. Intensive Strategies ......................................................................................... 16

  1.3.1. Vertical Integration Strategies ........................................................................ 15

  1.3. Marketing Strategy.................................................................................................. 14

  1.2.1. Segmentation, Target Market, Positioning (STP) ............................................. 8

  THESIS APPROVAL ............................................................................................................... ii ACKNOWLEDGEMENT ........................................................................................................iv TABLE OF CONTENTS........................................................................................................viii TABLE OF TABLES .............................................................................................................viii ABSTRACT...............................................................................................................................x ABSTRAK................................................................................................................................xi

  1.2. Market Analysis ........................................................................................................ 8

  1.1. Theory of Marketing ................................................................................................. 7

  CHAPTER II - LITERATURE REVIEW ................................................................................ 7

  1.6. Definition of Terms................................................................................................... 6

  1.5. Significance of the Study .......................................................................................... 5

  1.4. Objective of the Study............................................................................................... 4

  1.3. Problem Formulation ................................................................................................ 4

  1.2. Scope of the Study .................................................................................................... 4

  1.1. Background of the Study........................................................................................... 1

  CHAPTER I – INTRODUCTION ............................................................................................ 1

  CHAPTER III – RESEARCH METHOD .............................................................................. 22

  3.1. Method of Data Collection...................................................................................... 22

  3.1.1. Participants...................................................................................................... 22

  3.1.2. Instrument ....................................................................................................... 24

  3.1.3. Procedure ........................................................................................................ 26

  3.2. Data Analysis .......................................................................................................... 26

  CHAPTER IV – DATA ANALYSIS ..................................................................................... 27

  4.1. Marketing Mix Strategies Which Are Compatible For Lovely Pelangi Ice Cream 27

  4.1.1. Products........................................................................................................... 27

  4.1.2. Promotion........................................................................................................ 32

  4.1.3. Price ................................................................................................................ 36

  4.1.4. Place................................................................................................................ 41

  4.2. Discussion ............................................................................................................... 45

  4.2.1. Analysis Strategies.......................................................................................... 46

  CHAPTER V – CONCLUSION............................................................................................. 48 Bibliography ............................................................................................................................xii

  

Table of Tables

Table 1.1. Ice Cream Consumption .......................................................................................... 2Table 3.1. “Percentage gender respondents of Lovely Pelangi Ice Cream Questionnaires”... 22Table 3.2. “Percentage distribution area of Lovely Pelangi Ice Cream” ................................ 23Table 3.3. “Percentage respondents ‘occupation of Lovely Pelangi Ice Cream

  Questionnaires”....................................................................................................................... 23

Table 3.4. “Percentage income respondents of Lovely Pelangi Ice Cream Questionnaires” . 24Table 4.1. “Cumulative result of questions on Lovely Pelangi Ice Cream Product”.............. 28Table 4.2. “The respondents’ opinion on the taste of Lovely Pelangi Ice Cream” ................ 28Table 4.3. “The respondents’ opinion on the texture of Lovely Pelangi Ice Cream”............. 29Table 4.4. “The respondents’ opinion on the quality of Lovely Pelangi Ice Cream”............. 30Table 4.5. “The respondents’ opinion on product variations of Lovely Pelangi Ice Cream”. 30Table 4.6. “The respondents’ opinion on the packaging of Lovely Pelangi Ice Cream” ....... 31Table 4.7. “Cumulative result of questions on promotion of Lovely Pelangi Ice Cream” ..... 32Table 4.7. “The respondents’ opinion on the promotion of Lovely Pelangi Ice Cream” ....... 33Table 4.8. “The respondents’ opinion on using brochure as promotion media of Lovely

  

Pelangi Ice Cream”................................................................................................................. 34

Table 4.9. “The respondents’ opinion on using social media as promotion media of Lovely

  

Pelangi Ice Cream”................................................................................................................. 34

Table 4.10. “The respondents’ opinion on using e-newsletters as promotion media of Lovely

  

Pelangi Ice Cream”................................................................................................................. 35

Table 4.11. “The respondents’ opinion on using gift as promotion media of Lovely Pelangi

  Ice Cream” .............................................................................................................................. 35

Table 4.12. “Cumulative result of questions on price of Lovely Pelangi Ice Cream”............ 37Table 4.13. “The respondents’ opinion on the price cup ice cream of Lovely Pelangi Ice

  Cream” .................................................................................................................................... 38

Table 4.14. “The respondents’ opinion on the price slice ice cream of Lovely Pelangi Ice

  Cream” .................................................................................................................................... 38

Table 4.15. “The respondents’ opinion on the price tart ice cream of Lovely Pelangi Ice

  Cream” .................................................................................................................................... 39

Table 4.16. “The respondents’ opinion on discount from Lovely Pelangi Ice Cream”.......... 40Table 4.17. “The respondents’ opinion on the price of Lovely Pelangi Ice Cream comparing to their quality” ....................................................................................................................... 40Table 4.18. “Cumulative result of questions on the place of Lovely Pelangi Ice Cream” ..... 41Table 4.19. “The respondents’ opinion on the appearance of Lovely Pelangi Ice Cream website” .................................................................................................................................. 42Table 4.20. “The level of ease to use Lovely Pelangi Ice Cream website” ............................ 43Table 4.21. “The respondents’ opinion on the needs to link website and social media of

  Lovely Pelangi Ice Cream” .................................................................................................... 43

Table 4.22. “The respondents’ opinion on the level of ease to obtain Lovely Pelangi Ice

  Cream product”....................................................................................................................... 44

Table 4.23. “The respondents’ opinion on the service from Lovely Pelangi Ice Cream” ...... 45

  ABSTRACT

A lot of people, especially children, like ice cream. Ice cream is also good

for children’s growth because it is made of milk, and it has a lot of protein

and also energy. Lovely Pelangi Ice Cream is arelatively new company in

this already packed industry. In this study, the writer has the intention to

investigate the compatible marketing mix strategies for Lovely Pelangi Ice

Cream to help the company to grow.This study uses quantitative and

qualitative research method (Mixed method). This study is done by

analyzing the result of the questionnaire which is given to 50 participants.

The questionnaire is consist of 2 part; the first part is close ended

questionnaire which later will be analyzed using SPSS, and open ended

questionnaire which is used to gain a deeper insight on Lovely Pelangi Ice

Cream performance based on the customer’s point of view. The result of

the study is there are 5 different strategies(Intensive Strategy, Product

Differentiation Strategy, Niche Market Strategy, and Innovation Strategy)

which can be applied to growLovely Pelangi Ice Cream. Keywords: Food, Ice Cream, Marketing Mix,Strategy

  ABSTRAK

Banyak orang, terutama anak-anak, menyukai es krim. Es krim juga baik

bagi pertumbuhan anak-anak karena terbuat dari susu, dan memiliki

banyak protein dan juga energi. Lovely Pelangi Ice Cream adalah sebuah

perusahaan yang relative baru di industry yang sudah ramai. Dalam

penelitian ini, penulis memiliki niat untuk menyelidiki strategi marketing

mix yang kompatibel untuk Lovely Pelangi Ice Cream untuk membantu

perusahaan untuk tumbuh. Penelitian ini menggunakan metode penelitian

kuantitatif dan kualitatif (metode Mixed). Penelitian ini dilakukan dengan

menganalisis hasil dari kuesioner yang diberikan kepada 50 peserta.

Kuesioner terdiri dari 2 bagian; bagian pertama adalah kuesioner close-

ended yang nantinya akan dianalisis dengan menggunakan SPSS, dan

kuesioner open-ended yang digunakan untuk mendapatkan wawasan yang

lebih dalam pada kinerja Lovely Pelangi Ice Cream berdasarkan persepsi

pelanggan. Hasil dari penelitian ini adalah ada 5 strategi yang berbeda

(Strategi Intensif, Strategi Diferensiasi Produk, Strategi Pasar Niche, dan

Strategi Inovasi) yang dapat diterapkan untuk membantu Lovely Pelangi

Ice Cream untuk tumbuh. Kata kunci: Makanan, Ice Cream, Bauran Pemasaran, Strategi