Nowadays the company that produces building materials have tight competition, especially for cement products. Cement that can be ascertained always used by the community as a product to build a building or other purposes. High market demand for cement products the competition between companies that produce cement increase dramatically. The companies who compete to make the best marketing strategy in order to increase their product sales volume. At this present moment a lot of companies that produce both instant cement and cement conventional. Tight competition very closely
connected with the brand competition.For example Mortar Utama (MU) produced by PT. Cipta Mortar Utama. MU can be considered as a cement brand is quite popular compared to other instant cement but these conditions are still unable to compete with other conventional cement. Therefore, PT. Cipta Mortar Utama wanted to know the position of brand equity and promotion strategy formulation in the form of marketing communications strategy to increase product sales. Based on these problems will be a research goal to identify the position of the brand equity of cement products Mortar Utama (MU) in 4 categories, including the brand awareness, perceived quality, brand association and brand loyalty. Obtained in the identification of the proposed formulation is then performed in the form of campaign strategy marketing communication strategy. Results from the questionnaire data processing at the research found that awareness of cement MU community is still low by not able to compete with the big 3 brands of conventional cement is included in top of mind. With the impression of a quality product that has a price consistent with quality and has a product image as a result of drought power and a good time then naturally enough many loyal customer/responden to the brand of Mortar Utama. SWOT analysis obtained an analysis of strengths, weaknesses, opportunities and threats for SWOT strategies purposed, then the analysis could be identified who can be focused strategy to increase public awareness about MU’s cement. Communication strategies that can be use for MU advertise on television in order to deliver a media product benefits can be played by the famous artist with a good image. It can also be done with buildings close to each store and attempting to place such a large mass
gathering event like Indonesia independence day, etc.. |