Marketing Strategy

Promotional / Marketing Strategy PT. Bentoel Tbk

History

PT. Bentoel is company which production cigaratte with high quality. Many variation product PT. Bentoel. There is use filtered and don’t filtered. PT. Bentoel able to compete in the domestic tobacco industy because PT Bentoel always to do inovation in our product.

Product : Star Mild

Price : Rp. 7.950,-

Distribution

Distribution our product is easy to find. Our product can bought in super market, kiosk, mini market, wholesalers, retailer, etc.

Strategy for Star Mild is :

1. Pull

Why????

Because Star Mild promoted by brochure, buildboard, advertising in media TV etc.

2. Push
Why????
Because Star Mild promoted by Sales Promotional Girl, and held music event

Another Strategy

I think strategy use Star Mild is good because promotional to product is effective

Summary

One of product from PT. Bentoel is Star Mild. Star Mild good enough image/positioning in public. Product star Mild have price cheap. Distribution and service from our company is good enough.

Customer Segmentation and Customer Behavior

Specific : CLAS MILD



Who Produced :

Bentoel’s journey trace back to early 1930s when Ong Hok Liong, who had earned some expertises from his fathers’s tobacco trading company, decided to open his own clove cigarette business. Partnering with his wife, Liem Kwie Nio, Ong started a small cigarette home industry-The Strootjes Fabriek Ong Hok Liong


Packed :

1 Carton = 10 Packs = 120 Cigarettes
1 Carton = 10 Packs = 160 Cigarettes

wHy it tHe Target Market : Because it contain filtered, tobacco, clove with high quality and it have good image in public

Who are the Target Market :

1. Teenagers
2. Adult

noW List thE Target based :

seX : Male
Age : Adults ► 26 – 50
Teenagers ► 16 – 25
Income : Adults ► ± Rp.1.000.000
Teenagers ► ± Rp. 500.000

PT BENTOEL TOBACCO

Specific : Bentoel Classic

Competitor : 1. Gudang Garam
2. Sampoena kretek

Who are the Market : Teenagers and adult

Packed : 1 Carton = 10 Pack = 120 Cigarettes

Contain : 1. Clover
2. Tobacco
3. Filtered

Purpose : To find out level of satisfaction customer to our product

Why you chosen our product?
- Customer more chosen our product because tobacco our product high quality
- Price and product quality proportional because price reached
- Favour which on the market have delicious

My Opinion is:
PT Bentoel produce the cigarette with high quality.and price reached because PT Bentoel major satisfaction of customer so that able to compete in the domestic tobacco industry

PT Bentoel Tobacco

COMPANY PROFILE

PT. BENTOEL TOBACCO

HISTORY

Bentoel’s journey trace back to early 1930s when Ong Hok Liong, who had earned some expertises from his fathers’s tobacco trading company, decided to open his own clove cigarette business. Partnering with his wife, Liem Kwie Nio, Ong started a small cigarette home industry-The Strootjes Fabriek Ong Hok Liong.

Ong’s own savoir-faire in tobacco manufacturing complemented his wife’s management skills had driven the growth of the business that later in 1951 became company PT Perusahaan Rokok Tjap Bentoel.

By late 1960, Bentoel paved its way to become a modern cigarette manufacturer by introducing filtered machine-rolled cigarette to the market. A method that was later adopted by other manufacturers. In the next two decades, Bentoel grew rapidly and placed it self at the forefront of the domestic tobacco industry.

PT Bentoel tobacco have vision and mission is:

Vision

To be a respected, profitable and major player in cigarette industry with significant presence in domestic market

Mission

To deliver high quality and innovative products that surpasses consumers expectations as well as creates value for all stakeholders.

Distribution

One of the keys to Bentoel’s success is aggressive marketing.

Meanwhile, a strong sales force and widely established distribution network guarantee that our excellent products reach the targeted market.

Our network reaches even the most remote corners in the country, enabling quick deliveries of products to the market and to the hands of our consumers, a fact that partly determines any fast moving consumer goods business.

We have received internationally ISO certification, as well as national accreditations:

2001	Management System of ISO 9002:1994 for the scope of complete manufacturing process, Bentoel has established itself as the first clove cigarette manufacturer to ever conform to standard international practices
2003	Bentoel upgraded the Management System of ISO 9002:1994 to ISO 9001:2000 Certification. Bentoel also received an ISO 9001:2000 for our Printing and Packaging Facilities
2004	Bentoel's Smoke Test Laboratory received an accreditation for SNI 19-17025-2000 (ISO 17025)
2006	Bentoel laboratory has expanded its scope of accreditation of SNI 17025:2000 (ISO 17025) for physical test for cigarette and chemical test for tobacco.

Purpose for consumen belive and satisfaction to our product.

I mean PT Bentoel Tobacco stay keep quality her product with purpose a sold will increase years to years.