Promotional and Marketing Strategy PT Gudang Garam Tbk

GUDANG GARAM PRODUCTS

GUDANG GARAM FILTER PRICE

Price per Banderol : Rp 8.050

Price per Stick : Rp 700

Contents : 12

Tar (Mg) : 1,8

Nikotin (Mg) : 32

GUDANG GARAM ADVERTISING

GUDANG GARAM CIGARETTE SELLING

• The biggest selling place Gudang Garam cigarette in Java.

• Consumer can get this cigarette in kiosks, shops, mini markets, etc.

SELLING STRATEGY

Gudang Garam use “pull” selling strategy because they uses some media like television and billboards to promote their products, so everyone can see Gudang Garam promotion.

MY OPINION

I think Gudang Garam has good selling strategies to promote their products. But Gudang Garam can use another strategies like events of sports such as motor racing, motorcycle racing, football, etc. So, by this support events, Gudang Garam can sell their products directly to the consumen.

Consumer Behavior

Consumer Reason change Gudang Garam cigarette

• Just try : 15%

• This taste faithful : 39%

• This price attainable : 20%

• Interest packaging : 3%

• Easy to get : 9%

• Promotion : 14%

My Opinion

From the chart, I know that consumer of Gudang Garam cigarette is men with age 15-22 years old. The consumer of Gudang Garam is student. They change Gudang Garam to their cigarette not interest with the packaging but they like taste that faithful and the price is attainable.

Consumer Segmentation of Gudang Garam

• Target Market based on the sex :

  14% for women

  86% for men

• Target Market based on the age :

  15-22 years old : 44%

  23-30 years old : 33%

  > 31 years old : 23%

• Target Market based on the profession :

  Student : 44%

  Official : 23%

  Laborer : 19%

  Other : 14%

• Target Market based on the income :

  < Rp 500.000,- : 62%
  

  Rp 500.000,- - Rp 1.000.000,- : 25%

  > Rp 1.000.000,- : 13%

Gudang Garam Competitor

Gudang Garam Filter vs Marlboro Mix 9

Gudang Garam Filter Gudang Garam Filter is anything superior filter cigarette in Indonesia and international. Gudang Garam Filter have slogan “Selera Pemberani”.

Marlboro Mix 9 HM Sampoerna is forerunner filter cigarette to categorize low tar and nicotine cigarette.

Gudang Garam Competitors

Content	Marlboro Mix 9	GG Filter	Djarum Super
Price per Banderol	Rp 8.050	Rp 8.050	Rp 8.050
Price per Circle K	Rp 7.000	Rp 8.000	Rp 8.000
Price per Stick	Rp 600	Rp 700	Rp 700
Contents	12	12	12
Tar (Mg)	1,8	1,8	1,8
Nikotin (Mg)	30	32	30

Market Competition

• Gudang Garam : Market Leader for cigarette

industry

• Djarum : Ex Market Leader and big

player in cigarette industry

• HM Sampoerna : Market Leader in LTN

• Philip Moris : World Market Leader for

white cigarette industry

My Opinion about Gudang Garam Product

I think competition in cigarette industry is heavy class competition because they have equality strong and spread distribution network, consistent ability production, big capital and brand equity. The competitor of Gudang Garam filter have some equality like cheap price, equal tar, and can sell per stick. Difference Gudang Garam filter with other cigarette is Gudang Garam filter have nicotine more high. So, Gudang Garam cigarette still excellent in taste, aromatic and high quality.

Company Profile Gudang Garam

Gudang Garam was established by Mr. Surya Wonowidjojo on 26 June 1958 at Jalan Semampir II/1 in Kediri. First, Gudang Garam is home industry with used traditional tools and has 50 employees. First production were Kretek Klobot Cigarettes (SKL) and Hand Kretek Cigarettes (SKT) and these products were sold in Kediri area. 10 years later, Gudang Garam changed the corporate type became a firm. In 1971, Gudang Garam changes become limited company, so that this cooperation develop better in the aspects of production quality, management and technology. In 1990, Gudang Garam cell some part of Share Company to stock exchange. In 1991, Gudang Garam cooperated with PT Surya Pamenang to supply industry paper for assurance package paper quality that have high grade.

My opinion about Gudang Garam :

I think Gudang Garam company is famous cigarettes company in Indonesia. The product of Gudang Garam more famous in people because this product have some variant and taste. The product distribute in region and foreign country, like Japan, Korea, Malaysia. Gudang Garam often support in some event like football, concert, and etc. Gudang Garam help too people in Kediri area to get job because Gudang Garam need more people to become employess.