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THESIS: The Marketing Communication Strategy of Blue Bird Taxi to Maintain Market Leader Position After Using the Highest Tariff

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Judul Tesis: The Marketing Communication Strategy of Blue Bird Taxi to Maintain Market Leader Position After Using the Highest Tariff
Penulis: Ferlin Marcini R. Mogot
NIM : 1660.302.2008
Konsentrasi : Marketing Communication
Universitas: STIKOM London School of Public Relations, Jakarta
Tahun: 2011


Blue Bird Group taxi (BBGT) is the market leader in regular taxi services in Indonesia. During September 2008, BBGT raise their argo tariff flagfall or the starting price to six thousand rupiah and became the highest price taxi in Jakarta. However, despite using the highest price tariff and the request to lower the taxi tariff by some people that consider the price is too high, BBGT maintain their position as the market leader with 59% of the market share in 2010.

This research objective is to explain the marketing communication (marcom) strategy use to support BBGT to maintain the market leader position especially in the Jakarta area. This research uses a qualitative descriptive method by gathering data through in depth interview with key informant and a complete participation observation. 

BBGT marketing communication strategy is analyzed using Kotler et al marketing strategy, competitive advantage strategy and marketing mix; Ouwersloot and Duncan marketing communication 6 steps Zero­based Planning Process; and P.R. Smith 12 marketing communication mix.

Based on the research, BBGT marketing communication objective is to increase brand awareness and brand positioning of BBGT as a positive transportation partner and as the best regular taxi service according to their motto of ANDAL which stands for safe, comfort, easy and personalize within the year 2009 and 2010. To achieve this, BBGT uses an integrated marketing communications (IMC) plan by using Personal selling, Advertising, Direct marketing, Public Relations, Sponsorship, Exhibitions, Corporate identity, Packaging, Point­of­purchase and merchandising, Word of mouth, Internet and new media. The only marketing communication mix not used by BBGT is sales promotions because BBGT users are not economy price seekers. 

Through BBGT IMC, the author concludes that although a company has the best product, best distribution system and the biggest market share in an industry, it is still important to have an integrated marketing communication plan to maintain a positive image, high brand awareness and to create a customer loyalty program in order to maintain the market leader position.

Some of the recommendation that the author gives is to use personal selling inside the taxi to get loyal customer to sign up to use the credit voucher, to enhance the magazine inside the BBGT because it is effective and use by the majority of the customers and the driver, to further promote BBGT ‘ANDAL’ positioning so people will remember it, and to use industry research that is already available to measure marketing communication and brand equity results such as IMAC awards and Top Brand awards, besides using the usual total sales and incoming calls.

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