RESUME BOOK

CUSTOMER’S BEHAVIOR

1. Cultural Factor (Sub Cultural + Social Stratification)2. Social Factor (Family, Group, Role Status) -> cari referensi group3. Personal Factor (Age, Occupation, Personality, etc.)

CUSTOMER’S LOYALTY

1. Customer Profitability -> customer yang ada duit . customer seperti ini dijaga perusahaan tetapi bukan ujung tombak perusahaan.

2. Measuring Customer Lifetime Value3. CRM

a. Personality marketingb. Customer Empowermentc. Customer review and recommendation

4. Attracting and Retaining Customera. Reducing Defectionb. Retention Dynamicsc. Managing the Consumer DB

5. Building Loyaltya. Interacting with Customerb. Developing Loyalty Programc. Creating Institutional Ties

HISTORY

PT Ultra Jaya is a company that produce aseptic beverage, long life food and dairy products. They select high quality ingredients to produce best quality product using one of the most modern plants in Asia in the most hygienic condition. That makes PT Ultra Jaya the most trusted and reliable producer for consumers.

PT Ultrajaya is totally committed to product quality. From raw materials to finished products, a system of quality checks is rigorously enforced not only on the products, but also on the manufacturing and storage processes.

Marketing, sales and distribution

PT Ultra Jaya’s strength is focused marketing vision – to continually build the strong brand equities and grow its portfolio of food and beverage products that will meet the needs of Indonesian consumers. PT Ultra Jaya has made significant investment in marketing activities, technology, product development and most fundamentally, distribution.

The company has one of the Indonesia’s most extensive distribution networks, covering the entire Indonesian archipelago, from sumatra to Papua. This is accomplished through a distribution system comprising 2.500 wholesalaers which collectively supply to over 25.000 retail outlets (modern and traditional outlets), hotels and commercial users. This distribution network is further supported by PT Ultra Jaya’s own sales network made up of over 300 sales proffeionals, over 100 vehicles and 9 depots and sales representatives office in every major city and town and supported also by some local distributors.

Ultra Jaya’s primarily market is Indonesia where people is enjoying growing levels of spending power.

Ultra milk is one of PT Ultra Jaya’s product. Ultra milk is a high quality fresh milk containing the natural balanced goodness of protein, carbohydrates, vitamins, minerals like calcium, magnesium, phosphorus, making it therefore a complete food. It contains all the essential nourishment needed not only by children but also adults.

Perspective

1. The buying power of Indonesian for milk is still low2. Considering that milk is only for complementary nutrition3. Indonesian prefer like the variety taste to the plain one4. Considering milk and the other foods contain milk is part of Western culture5. Considering milk is only for Middle-up class adults6. Considering milk is only for kids

Milk Consumption of Indonesian

(gambar pie chart)

Average milk consumption of Indonesian was 32,44 ml (Persatuan Ahli Gizi Indonesa, 2010)

Fakta rendahnya tingkat konsumsi susu di Indonesia:

1. Ultra Milk “Make Your Move” program (teens) : sport competition and art concert2. Ultra Milk Wonder World program :

a. Increasing the awareness of milk consumptionb. Farming digital

3. “Story Telling and Drinking Milk” program for kids4. “Bicycling and Drinking Milk” program for kids5. Company Visit for academic student6. Scholarship7. Valentine’s Day

a. Tagline “Berbagi kasih saya, berbagi susu”b. In Children’s Village Jakarta, Cibubur

8. “Sekotak Susu Cair Segar, Indonesia Bersatu” eventa. 100 UHT milk for 100 orphans.b. Universal Kids Day PBB

Building Loyalty

1. MyMilk Communitya. Community to educate kids

2. Sponsorship and Endorshipa. DBL (Development Basketball League) 2012

3. Customer Servicesa. Toll free line: 0800-11-ULTRA(85872)b. Number : 022-86700700

Kultur orang Indonesia terhadap minum susu

Tingkat daya beli susu masyarakat Indonesia yang masih rendah. (http://surabaya.tribunnews.com/m/index.php/2012/05/23/konsumsi-susu-orang-indonesia-masih-rendah)

Hanya menganggap susu sebagai penyempurna (4 sehat 5 sempurna). (http://surabaya.tribunnews.com/m/index.php/2012/05/23/konsumsi-susu-orang-indonesia-masih-rendah)

Menyukai ragam rasa yang berbeda ketimbang rasa manis. Cita rasa susu yang datar merupakan salah satu penyebab masyarakat Indonesia kurang menyukai susu. (http://celebrity.okezone.com/read/2012/04/22/299/616136/ini-alasan-masyarakat-indonesia-tak-biasa-minum-susu)

Menganggap olahan makanan dari susu lebih kepada budaya Eropa. (http://celebrity.okezone.com/read/2012/04/22/299/616136/ini-alasan-masyarakat-indonesia-tak-biasa-minum-susu)