| PT. X is a company engaged in the lubricant industry. Until this time, PT. X produces a new lubricant for two-wheeled vehicle is a motorcycle. Competition in the lubricants industry, especially the two-wheeled competition. Now more and more manufacturers both local and foreign compete for market share as demand is increasing every year. To be able to face the competition of PT. X requires the right promotion strategy. At the end of this research task in formulating a marketing strategy that required precise analysis of consumer behavior. Consumer behavior observed in this study include the identity, behavior or habits associated with the general decision of purchase lubricants, and needs assessment of the SGO 4T against competitor brands, consumer knowledge on the campaign that was run by the company. Method used to support this research include descriptive statistics, test the crosstab, and SWOT analysis. After data processing can know the identity of consumers, where the behavior associated with the purchase decision lubricants, needs a point by consumers, consumer ratings on SGO 4T against competitors and the effectiveness of the campaign run by the company. Through the data processing further analyzed the proposed marketing strategy that should be applied is the test program product durability and lubrication programs cash prizes. |