Strategic Marketing Plan of LED Lamps towards Resilient Energy Systems

Rinawiyanti, Esti Dwi and Lianto, Benny and Melsalina, Novi (2016) Strategic Marketing Plan of LED Lamps towards Resilient Energy Systems. In: Asian Alumni Workshop: “Resilience Energy Systems", 16-19 Mei 2016, Bandung. (Unpublished)

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Abstract

The resilient energy cannot be only achieved through big project and complicated system, but also by the using of energy-efficient product. One example of energy saving product is LED light claimed to have longer lifespan and higher efficiency than most fluorescent lamps. Due to its potential market it is a chance to increase the usage of LED lamps in Indonesia. However, there is a strong competition because of some brands of LED lamps in the market. To fasten the diffusion of innovation LED lamps to be accepted by the extensive market, especially in Indonesia, this study was conducted to design the appropriate strategic marketing planning for LED lamps. Data obtained from survey that covers interview with the company and questionnaire distribution to actual consumers and retailers was processed to create some analysis, such as market analysis (market demand analysis, consumer analysis, and competitor analysis), strategic marketing plan and tactical marketing strategies. Based on the results of survey the appropriate strategy should be an offensive strategy that consists of a series of tactical marketing strategies: segmentation (geography and demography); targeting (middle-top household consumers); LED positioning (local brand lamps whose quality is not inferior to any other brand); as well as product differentiation and image differentiation. Marketing mix includes product (some wattage variation, longer warranty); price (discounts and competitive pricing); place (multi channel system), as well as the promotion (advertising, banners, sponsorship, and creating event).

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: LED lamps, strategic marketing plan, competitor analysis
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Eko Setiawan 194014
Date Deposited: 02 Aug 2016 02:06
Last Modified: 03 Aug 2016 01:36
URI: http://repository.ubaya.ac.id/id/eprint/28201

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