THE INDONESIAN JOURNAL OF

BUSINESS ADMINISTRATION
Vol. 2, No. 12, 2013:1411-1425

PROPOSEDMARKETINGSTRATEGIESFORDOTS&DOTZICECREAMINACHIEVING
SALESTARGET

KhemaVimalaandMustikaSufiatiPurwanegara
SchoolofBusinessandManagement
InstitutTeknologiBandung,Indonesia
khema.vimala@sbmitb.ac.id

AbstractEveryoneknowswhatitsicecream,bothfromsmallchildrentotheelderly,likeicecream.Ofopportunity
andthatopportunity,formedDots&Dotzicecreamthatsoldicecreamwithapaletteconcept.Soin1paletteconsists
of38coneswithavarietyofflavorsinaccordancewiththewishesofconsumers.Thebusinessissueiseveryoutletin
Bandungcannotreachthetarget.Thisstudyusedquestionnaires,depthinterviews,andanalysisofthequestionnaire
results. From the analysis, shown that the level of awareness Dots&Dotz very low and this results from a lack of
promotion.Inaddition,therootoftheproblemthatoccurredwastheperceptionassessmentDots&Dotzundervalued
importance of consumer ratings will be ice cream. Based on existing problems, the researchers propose some
solutionsforDots&Dotzintermsofinternalrepaircompany.Oneofthemisbychangingthepositioningandtarget
consumers, creating a classical conditioning so that consumers can understand the meaning of the concept
Dots&Dotz. This change will work well when Dots&Dotz promotion and also how to choose the right promotional
media to providethat information.In addition,the authorsalso provide inputs, such as budget for promotion, and
promotionplanningtime.

Keywords:BrandAwareness,MarketingMix,ClassicalCondition,Promotion

1. Introduction

Ice cream is very familiar in the wider community, be it a child or an adult. Every people love eats ice
cream.Moreover,therehavebeenmanybrandsfromabroadwhosellicecreamwithdeliciousflavors.All
ofthatbrandscanbefoundatthemallwithpricesarerelativelyexpensive.Thecommunityisalsowilling
tospendmoretogeticecreamwithflavorsthattastegoodbutareguaranteedtonotbothertheirhealth.

Withthenumberof premium icecreambrandthatisnow emerging,thecompetitionbecomeshighand

offersuniqueadvantagesandcompetesfromeachproduct.Ofthemanyplayersinthisicecreambusiness,
someplayershavealevelofbrandawarenessishigherduetobackedupwithamarketingstrategythatis
creative and innovative. With the intense competition and the amount of the premium ice cream brand
that started popping up, efforts to maintain customer loyalty (customer loyalty) more significantly, for
importantcustomers can easilyswitchfromonebrandtoanother brandbecause of the attractive offers
fromotherbrands.

Inadditiontothepremiumbrand,thereisalsoabrandofaproductthatcouldnotbedirectlyagainstthe
premiumbrandbypresentingabigscoop,butprovidesauniqueconceptusingthepalette.Whereinone
palettethereare35minisizedicecreamconeswithavarietyofdifferentflavors.Thepriceofferedisalso
cheaper and taste does not compete with brandbrand premium. The idea of making a brand called
Dots&Dotz.

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A. CompanyProfile
Dots&Dotz is atransformationThumbThumb Bears depallets of ice cream. Rebranding ThumbThumb
BearsbeganinMay2011andconductedsimultaneouslyinBandungandSurabaya.Itisalsoaccompanied
bythe formation of a newmanagement.Thevisionand missionofDots & Dotz is developinga rangeof
products that yummy shaped dot. Tagline of ThumbThumb Bear is 'de palette of ice cream' and then
changedtoamoreuniqueconceptof"theyummiestdotsever".

InconceptDots&Dotz,icecreamlovershavetochooseoneofthemanyfavoritechoicesaretemptingice
cream.Consumerscanchoose38miniconeswithvariousvariancesensein1palette.Thisminisizecanbe
enjoyedwithfriends,family,orcoworkers.Dotsconceptderivedfromthepemilik.Daridreamdreams,Dots
&Dotzemergingleaderssuchasgiraffes,owls,Peacock,butterflies,cows,andthateachhasitsownstory.
Through these images, the owners expect the concept of this forest like sunlight, which makes the
customersbecomemorecheerfulandcolorful.

VisionandmissionsofDots&Dotzisthedevelopmentofvariousproductsshapeddots(bubbles)isyummy.
CompanyvaluesserveasacompassforDots&Dotzactionsanddescribehowtheybehaveintheirbusiness.
Dots&Dotz values are Believe in God, Share and grow together, Creativity, Work hard, Integrity,
Accountability, Diversity, and Quality. The number of employees working in the Office (based on
organizationstructure)thereare9persons,inadditiontherearealsoemployeesworkingineveryoutlet.
ToguardtheoutletinBandung,therewere6peopleandthattherewere6peopleinSurabayaaswell.

Forpromotion,Dots&Dotzhaswebsitewww.dotsndotz.com,Facebook,andTwitter.Ofmarketingthathas
been done to see that the results of sales (turnover) did not reach specified targets each month. Each
outlet has a different target. But even so, when marketing made good, then every outlet can reach the
target.Thefollowingresultsaretheaveragepercentageachievementofthetargetsineachoutletfor2012.

Table1.1Average%fromtargetinBandung

Outlet
IstanaPlaza
ParisvanJava
FestivalCityLink
AverageinBandung

Average%
34.15%
36.80%
41.53%
37.49%

Table1.2Average%fromtargetinSurabaya

Outlet
Average%

PakuwonIndah
46.77%

TunjunganPlaza
72.43%

GrandCitySurabaya
70.77%

AverageinSurabaya
62.99%

B. BusinessIssue
Seenfromtheaboveexplanationconcerningthesalescharts,wherethesalehappensineveryoutletcould
not meet predetermined targets except during peak season (December) in the Festival City Link had a
surplusandexceededthetargetspecified.IfviewedfromawholeDots&DotzsalesinBandung,theaverage
percentage on target in 2012 only 37.49%. When looking at the trend of ice cream in Indonesia, an
increasingtrendoficecreamwhichtendstoincrease,contrarytothetargetpercentageachievements.In
addition, when compared with the outlet located in Surabaya, Bandung. The lowest percentage is about
35% in Istana Plaza. Or in other words, the percentage of target achievement in Surabaya bigger target

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achievement of 1.68 times in Bandung. So, the issue of business is the sale of every outlet in Bandung
cannotachievetheirtargetssetbymanagement.

2. BusinessIssueExploration

A. ConceptualFramework
According to Smyth (2004), conceptual frameworks is structured from a set of broad ideas and theories
thathelparesearchertoproperlyidentifytheproblemtheyarelookingat,frametheirquestionsandfind
suitable literature. On the conceptual framework will describe the steps of research, from looking at the
internalfactors,external,businesslifecycle,anditscompetitors.Thestagesonthisresearcharepartofthe
strategicmanagementprocess.
Aftertheanalystgotthebusinessissue,sothefirstthingthatmustdoisevaluatetheexternalfactorand
internalfactor.Fortheexternalfactor,theanalystusestwomethods(FivePorterAnlaysis,and4Cs).And
foranalyzeinternalfactor,therearethreemethods(STP,MarketingMix,andBusinessLifeCycle).

B. Methodology
Sampleisrepresentativeofthemajorityorthepopulationstudied.Populationsassociatedwiththewhole
person,event,orobjectthatisthecenterofattentionofresearchers.Basedontheunderstandingofthe
populationinthestudypopulationwereallthosewhovisittheoutletmallwhereDots&Dotzlocated.
Accordingtothetableabove,theminimumsamplesizeinthestudywas359respondents.Buttoanticipate
the validity and reliability, then the total samples taken was 400 respondents. Before distributing
questionnaires, the researchers also conducted depth interviews to see in detail the problems. Depth
interviewscarriedoutatthemallwithatotalof40respondents.

C. ExternalFactorAnalysis
To analyze the external factors, the authors use the Porter's Fiveforce analysis and 4 Cs. Porter's Five
forces is to see threats that come from outside the company, while the 4 Cs to see the problem or
opportunitythatcouldhappen.
PortersFiveForcesAnalysis
Thegoalofthecompetitivestrategyforbusinessunitswithintheindustryistofindapositioninthe
industrywherethecompanycanbestdefenditselfagainstthesecompetitiveforcesorcaninfluencethem
infavorofit.
Table2.1PorterFiveForcesAnalysis

ThreatofNewEntrants
Rivalry Among Existing
Firms
Threat
of
Substitute
Product
BargainingPowerofBuyers
Bargaining
Power
of
Suppliers

High
High
High
Low
Low

4Cs(Customers,Competitors,Collaborations,Context)
Customer
BasedoninterviewswithDots&Dotzsalesclerk,themajorityofcustomerDots&Dotzismothersand
her child, and teenagers. The most number of buyers is when the weekend (Saturday and Sunday).
Based on the results of the questionnaires, the customer who came to Dots&Dotz is because of its
unique concept and tries many variations of flavor. In addition, customers that purchase are mall
visitorswhenpassingDots&Dotzoutletandareinterestedinpurchasing.

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Fromquestioner,theresearcherwantstoknowaboutthepotentialcustomer.So,hereistheresultof
questioner. 85.5% people residing in Bandung was love eat ice cream. Frequency in consuming ice
creaminthepastyearisdominatedbythisweekby40%.Thisprovesthattheicecreamindustryhas
thehighofpotentialconsumers.

Figure2.1.PeoplewhoLoveEatIceCream
Table2.1DescriptiveStatisticaboutFactorthatCustomerChoosetoBuyIceCream

Delicious(Taste)
Therearemanyvariationsofflavor

Mean
5.65
4.68

Uniqueicecreamserving

4.52

Cleannessoutlets

5.40

Strategiclocation

4.86

Goodservice

5.04

Priceofferedcheap

5.03

Pricesinaccordancewithwhat

5.48

So from some of the results of the consumer aspect in consuming ice cream can be seen that there is a
chance Dots&Dotz to win in the market but there are disadvantages as well. The advantages are more
peopleconsumeicecreamcone.ButmanyshortcomingsthatmayhaveanimpactonDots&Dotz,thatisa
lotmorepeoplewhochoosetobuyicecreaminsupermarketsorstoresduetoacloser,auniquerendering
isnotviewedbyconsumersinbuyingicecream.

BrandAwarenessofDots&Dotz
Basedontheresultsofthecalculation,about8.3%theyknowandalreadyboughticecream.Whilethe
restabout91.8%theydonotknowthebrand.Thisshowsthelevelofbrandawarenessisstillverylow
inDots&Dotzamongthetargetmarket.TherespondentsaretheimportanttargetofDots&Dotzwhere
theyoftenorevercometotheplacewheretheDots&Dotzselling.

Figure2.2BrandAwarenessofDots&Dotz

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Fromtopofmindtest,thetopofmindbrandinicecreamindustryisWallsandthencampina,HaagenDazs
andBaskinRobbins.Dots&DotzsbrandisinalowbrandbecauseonlyafewpeopleknowaboutDots&Dotz
andDots&Dotzonlyinthefourthrankinginthemindofpeople.Regardingicecreamisnotamajorfood
consumeddaily,theresearchersdidnotaskhowoftenboughtinamonthbutthisyear.Becauseicecream
is a dessert or a snack while being bored or tired. So, in this year from 33 respondents who know
Dots&Dotzasmuchas79%buyonly1time,15%2to3times,and6%forbuyingicecreammorethan6
times. This result is very sad because the people who've tried not everything to repeat purchase. The
reasonconsumerbuyDots&Dotzisabout52%theychoosefortheuniqueconcept.

AfteranalyzingthepotentialconsumerDots&Dotztoseethatthereareproblemsthatoccurtoconsumers
who have never bought Dots&Dotz. Most of the research results, amounting to 79% of consumers
Dots&Dotzonlytriedonceandthere isnorepetitionofthepurchase.Turnsout,Dots&Dotzisconsumer
visitorsinterestedbecauseofitsuniqueconcept.InadditiontothedrivingfactorinbuyingDots&Dotzare
friends and for friends in the purchase, the highest percentage is a friend. So the friends became an
importantfactorininfluencingthepurchaseoficecreamatDots&Dotz.
Competitors
Competition analysis for Dots&Dotz done to two categories, the first competitor to the overall ice
creambusinessinBandung;thesecondisthelocationofacompetitor'ssaleofthesame,i.e.atthe
mall.
BusinessModelofCompetitor
Inthis model,competitorsfor Dots&Dotzare Walls,Campina,Diamond, Indoeskrim.Where their
brand is already familiar and consumer can find their product easier. Consumer only goes to the
minimarketandthencanchoosetheproductwiththecheapprice.
Headtoheadcompetitor
HeadtoHeadcompetitorinthispointisdependingontheplace.So,forDots&Dotzcompetitorsare
BaskinRobbins,HaagenDazs,IceCreamGentong,KFC,andMcDonalds.(seetable2.2)
Collaborations
Collaboratorsarethepartiesoutsidethecompanywhoisconsideredtohavegreatcontributiontothe
company's activity. Collaborators can be specified in two types of upstream collaborator and
downstreamcollaborator.
Upstreamcollaborator
ThereisaseveralcooperationdonebyDots&Dotzinanefforttomakeanicecream.Thefirstis
thecooperationwiththeCampinaandRoyalforicecream.BecauseDots&Dotzdoesnotproduce
itsownicecream,thenasecondsupplierthatthemajorsuppliersinmeetingvariety,andflavorof
icecream.Thesecondwastopalette,Dots&DotzworkedwithMasterinnasbpGrafika&Rudysbp
Grafika.Thethirdisfortheicecreamcone,Dots&Dotzcollaborationwithmanyconesproducer,
likealadin,HiWinRestomesin.
Downstreamcollaborator
ForthepromotionofdownstreamCollaboratorDots&DotzprintbannerisMasterinnasbpGrafika
&RudysbpGrafika.
Context
Inthecontextofthefoodindustryrelatedregulationsandlawsthatapplywithregardtothetermsof
business,intheworldoffoodanddrink.LegislationthatmustbefacedDots&DotzisIncomeTax.

D. InternalFactorAnalysis
Afteranalyzingtheexternalfactorswhichbelongedtothecompany,anyinternalstateisnolessimportant
in marketing strategy. The quality of products sold to be very important for the company. So, will be
discussedaboutinternalfactor,likesegmentation,targeting,andpositioning,marketingmix,andthelast
oneisbusinesslifecycle.

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Segmentation,Targeting,andPositioning
Segmentation, targeting, and positioning (STP) are the core of strategic marketing. This is the basic
foundationforacompanybuildingamarketingstrategy.
Segmenting
Segmentation is dividing the market activities are potentially in receiving value from a product into
segmentsbasedonitscharacteristics.
Targeting
Targetingisagroupingofoneortwomarketsegmentswithacharacteristicthatwaschosenbythe
company.ThefollowingconsumertargetanalysisresultsfromDots&Dotz:
Table2.2CurrentSTP

Segmentation
Criteria
Consumerof

Allpeoplewhocome
toIstanaPlazaand
Gender
MaleandFemale
Age
Allages
Status
Single,Couple,Family
Education Allrangesof
Demographics
Jobs
Student,college
student employee
Income
Low,Medium,and
Needs
Gatheredtogether
with family; try
Geographic

Regional

Positioning
Positioningistheactofdesigningthecorporateimageaswellasthevalueoftheofferedsocustomers
in a segment ofthecompanyunderstand and appreciateinrelationtocompetitors. In other words,
positioning is desired image company strategic communications to their target market. Positioning
fromDots&Dotzisminiicecreampalettewiththeslogantheyummiestdotsever.Intheiroutlet,sales
clerkalsousesthecostumesuchasthecharmerintheforest.

Figure2.3PositioningofDots&Dotz

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1
2
3
4
5
6
7
8

Delicious(Taste)
Therearemanyvariationsofflavor
Uniqueicecreamserving
Cleannessoutlets
Strategiclocation
Goodservice
Priceofferedcheap
Pricesinaccordancewithwhatconsumersget

Figure2.4ImportancevsPerceptionofDots&Dotz

WhenviewedfromaconceptcreatedbyDots&Dotz,thetargetismadeDots&Dotzinappropriate.Because
the concept of outlets presentation Dots&Dotz and turned into a small child although not denying that
adults buy ice cream atDots&Dotz.Forpositioning, Dots&Dotzisenoughtorepresent butlesstosell its
products.Besidesthat,infigure2.3canexplainthatDots&Dotzperformanceisbelowtheimportantvalue
fromtheconsumers.InFigure2.3,everyaspectorfactorfromDots&Dotzisbelowthegrandmean.So,its
meanthatDots&Dotzhaveaproblemintheirproduct,priceandtheirservice.

MarketingMix
Marketingmixisthesetoftacticalmarketingtoolsthatthefirmblendstoproducetheresponseitwantsin
thetargetmarket.Themarketingmixconsistsofeverythingthefirmcandotoinfluencethedemandforits
product.
Product
Product is anything offered by the company to consumers to satisfy their needs. For the first time
Dots&Dotz only sell mini ice cream in palette, but now, Dots&Dotz had expanded to sell waffle,
poffertjes, and bread. Waffle and poffertjes arerecently onlyavailable attheDots&Dotzcafe in the
FestivalCity Link. Dots&Dotz sellstwo sizes of ice cream,the first mini (2 scoop ice cream issmall)
whileforbiggy(2scoopicecreamissmall).

Price
Table2.3Dots&DotzPrice
Model
Price(IDR)
Mini3Cones
9.000
Mini5Cones
12.000
Mini8Cones
18.000
Biggy3Cones
12.000
Mini2Cones&Biggy
11.000
Waffle
8.500 12.500
Poffertjes(35pcs)
10.00015.000
Additionalicecream
8.000

Place
ThePlacedoesn'tjustmeanthelocationofthecompanybutalsoaccessibility.InBandung,theoutlets
of Dots&Dotz are in Istana Plaza, Festival City Link and Paris Van Java (outlet closed in midMarch
2013).

Promotion
Dots&Dotz use one of the most attractive social media which is facebook, and twitter. The name in
facebookand twitteris DotsnDotz.Dots&Dotz twitter activesinceApril 14, 2011anduntilnow only
have 154 followers. For facebook, Dots&Dotz start joined in May 2011 and until now, Dots&Dotz
facebook has 304 friends. Besides that, Dots&Dotz have a web http://dotsndotz.com/ and email

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dotsndotz@gmail.com.Dots&Dotz has also beenenteredin the 2011 magazineSedap to promote

productsthataresold.Thelastoneisusebannerneartheoutlets.

People
ThetotalsofemployeeswhoworkinDots&Dotzare21persons.Everycounterhas2peoplebutthey
useshiftingtime.Tobeasalesclerk,theyhavetrainingbythemanagement.Sothesalesclerkknow
whatshouldtheydotoservethecustomer,selltheproduct,explainthepromotionornewproduct,or
knowwhatflavorthatDots&Dotzhave).
Process
Processfromlogistic,theproduct(icecream)alwaysdistributetwiceaweek(TuesdayorWednesday,
orThursday.Processfromsellertobuyeris:
1. Consumerasksthepalettetheywantbecausepalettedeterminesthenumberofcone
2. Consumercanchooseaflavortoeachcone
3. Saleclerkprovidesanorderwithgetyousomeicecreamconetoanydependentscoopconsumer
choice
4. Afterthesalesclerkgivetheproduct,consumerpayit.
PhysicalEvidence
PhysicalEvidencefromDots&Dotzisrefrigerator,icecreamfreezer,cashregister,outlets,andscoop.
ForDots&Dotzcafjungle,besidesphysicalevidenceabove,thereare10chairsforconsumereat
there,wafflemoulds,andpoffertjesmoulds.

BusinessLifeCycle
Dots&Dotzisintroductionphase,becausewhenviewedfromtheageofDots&Dotzthatalmost2yearsand
thebrandhasnotbeenwidelyknowntothepublic.Inaddition,consumersarestillnotDots&Dotzmuch,
and those who come to buy are the ones who are interested in when looking at stand Dots&Dotz. In
addition,profitfromDots&Dotzwhichisstillminusinlastyear.Costisthecostofrent,salary,andallofthe
costofsupportingtheoperationDots&Dotz.

SWOTAnalysis
Afteranalyzingtheexternalandinternalconditionofthecompany,thenit'sgoodtoseemoreclarityabout
the strength and capabilities of the company in the face of a competitive business environment, using
SWOT analysis (Strength, Weakness, Opportunity, and Threat). Wheelen and Hunger (2006; 138) in
Strategic Management and Business Policy explains that the SWOT analysis has not only resulted in the
identificationofspecificcompanycompetency(anabilityandresourcesownedbythecompany)butalso
includes opportunity untapped by the company since limited resources accordingly. SWOT factors for
Dots&Dotzare:

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Figure2.4SWOTMatrix
RootCause
There are several causes that make Dots&Dotz not reach the target, the weak brand awareness and is
supportedbythelackofpromotion.BesidesweakconsumerperceptionsofseveralaspectsinDots&Dotz
comparedwiththelevelofconsumerinterestinbuyingicecreamlook.Thelatteristheintendedtargetby
Dots&Dotz less on target. This requires companies to create an effective marketing plan and make the
appropriatesolution,especiallyintermsof increasingconsumerawareness andultimatelytoincreaseits
incomeandisabletocompetewithitscompetitors.

3. BusinessSolution

C. Segmentation,Targeting,andPositioning
SegmentationofDots&Dotz did not change because itis already good.But fortargeting,fromallpeople
samelikesegmenting,changedbecomekidsuntilyouth.Itisbecauseifviewedfromaconceptcreatedby
Dots&Dotz, like jungle, there are many types of animals, and the palette well shaped animals, then the
targetissuitableforDots&Dotzfromyoungchildrentoyouth.Thisisbecauseyoungchildrentoyouthare
stillwillingtotrythingsthatareconsideredunique,and willing to try new things.Since theconceptis a
palettesothattherewillbeasenseofshameforadultswhenbringingtheicecreampalette.Targetingof
Dots&Dotzwillbe:

Table3.1NewSTP

Segmentation
Criteria
Consumerof
Geographic
Regional
Allpeoplewhocome
toIstanaPlazaand
Festival City Link

Gender
MaleandFemale

Age
Kidsuntilyouth

Status
Single,Couple,
Demographics Jobs
Student,college
Income
Low,Medium,and
Needs
Gatheredtogether
with family or their

InpreviouschapterhasbeendiscussedthatDots&Dotzpositioningisgoodenoughtorepresentbutless
to sell its products. So if consumer did not know about the detail product. So the positioning logo of
Dots&Dotzwillbecome

Figure3.1NewTagline
D. ChangingPerception
Perceptionistheprocessbywhichanindividualselects,organizes,andinterpretstheinformationheorshe
receivesfromtheenvironment.

1. ChangingAttitude
Anattitudeisalearnedpredispositiontorespondinaconsistentlyfavorableorunfavorablemannerwith
respect to a given object. There are two methods used in the study of behavior, namely classical
conditioningandoperantconditioning.

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For Dots&Dotz, in changing consumer perceptions will be the brand, it must be through classical
conditioning approach. Based on take the example of the concept Dots&Dotz, which sells ice cream in a
palette that consists of several cones and a variety of flavors with, the aim can be enjoyed along with
family,orfriends.So,for:
Unconditionedstimulus
:togetherness
Neutral/ConditionedStimulus :Dots&Dotz
Unconditioned/ConditionedResponse
:feelhappy
Of classical conditioning, it is expected that consumers can see Dots&Dotz remember that together will
createanatmosphereofloveandtogethernessthatconsumerswillnotfeelthepriceisexpensivebecause
theycanbeboughtinthejointtoeaticecreamtogether.Perceptionofhighpriceandhowmuchicecream
obtained will disappear by itself when it has time to eat ice cream together, happy together with loved
ones.

2. VALS
VALS was created by Arnold Mitchell, where he built models of social maturation to explain the
fragmentation of U.S. society in the 1970s. And the type of consumer of Dots&Dotz is derived from the
survivors,experiencers,andstrivers.

E.
MarketingMix

Table3.2ProposedMarketingMix

ProposedMarketingMix

Product

MakingflavorofthenewanduniquecourseDots&Dotz,makeapalette
thatcanbereusedbytheconsumer

Price

Dotsgiveanexplanationthatisnotexpensiveorproductinformation
given in grams per palette
Keeptheoutletanddisplayingexamplesofproductsinavisibleplace
people
TocreateaneventwhereconsumerscansampleicecreamDots&Dotzin
ordertopromotethelatestflavor.
Dots&Dotz can use the clown as a promotional media. Clown used
costumes of characters Dots&Dotz to attract small children to buy ice
cream.
Clown around to distribute the ice cream cone while promoting
Dots&Dotz.
IntheopeningoftheoutletinParisVanJavainJuly2013,Dots&Dotz
couldholdeventsthatbroughttheconceptoftogetherness,whereDots
& Dotz holding a photo contest while enjoying ice cream Dots & Dotz
with friends or family. Additionally, Dots & Dotz also held a contest to
decorate ice cream with his mother or father children. So that
togethernesswascreatedandfromthisevent,Dots&Dotzcouldchange
consumerperceptions.
Additionally, Dots & Dotz can attract consumers by creating a live
performance attraction clowns, magic or anything that could attract
Training
Keeptherelationshipwithcollaborator,withconsumer,andqualityof
product

Place
Promotion

People
Process

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F.
MediaCommunication
Selectthecommunicationmediaisanimportantstepthatmustbedoneafterdeterminingthecontentof
themessagetobedelivered.Therearemanyoptionstochooseavarietyofcommunicationsmedia.Based
onthestudy(Figure2.36)isdonethroughaquestionnaire,showedthat53.7%ofrespondentspurchased
Dots&Dotzwhenseeingoutlets,26.8%ofrespondentsareinterestedbecauseafriendinvitation.Friendsor
relativeswereincludedinWOMcommunicationmedia(WordsofMouth).

Table3.3ThePromotionProgramandBudgetforDots&Dotz

Objective

Communica
tion

Behavior

Communic
ation
Strategy

Media

Budget
(IDR)

Explanation

SMS

900.000

Brochure

600.000

180x5000
4rimwithout
additionalfinishing

Banner

300.000

Internet

350.000

Discount
Member
card
event

2.850.000

Adv

Sales
Promotion
Total

5.000.000

Flexi280
@infobandung
(PaketMikro)
Itisformakemember
card,coverthe
discountproduct.

This total is burdensome firm at first but will get far better results than the previous year. By doing this
program,theawarenessofconsumersandwillincreaserevenueofDots&Dotz.

4.ImplementationPlan
ResourcePlanning
Based on solution and problem, that has analyzed the external and internal condition of the company,
then the strategies necessary to implement marketing employees. Therefore, there will be additional
operating costs to pay employees monthly marketing of 2,000,000 IDR. Addition of employees as
perceived necessary marketing division for the company at this time, because then the communication
strategyofthecompanywillgettheattentionofnolessimportancetooperationalproblems.

G. MediaPlanning
ThesearemediaplanningforDots&Dotz:
ActivitiesadvertisingwithbrochurewillbedonewhentheDots&Dotzwillholdapromotioninamonth.
Installationofmediaadvertisingthroughtwitterwiththeinfobandungbedoneonemonthfortrial.
Installation of the banner will be done in close outlets that can attract the attention of consumers.
Bannerforthepromotionwillalsobeplacedneartheoutletinthepromotionwasdone.
ImplementationofWOMconductedthroughouttheyeartoimproveandmaintainthecompany'simage
andbrand
Implementationofeventsfortheanniversarywillbedonewhenthereisdemand.

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H. Conclussion

At each business has their life cycle in which each business is of course to go through the stages of
introduction,suchasthatexperiencedbyDots&Dotz.Atthisstageofawarenessofthepublic/consumers
of the product and the company is still very low. For the marketing strategy is needed. Marketing is the
attemptofthecompanytointroduceproductsandservicesoffered.

Inaddition,ahighlevelofcompetencyalsosupportsthefactthatthecompanyshouldformulateagood
marketingstrategyinordertocompete.Thereforeinaddressingtheproblemsfacedbythecompany,itis
proposed to make improvements by changing consumer attitudes are supported by the promotion as a
proper marketing strategy. Results are expected in implementing this strategy is to increase public
awareness of the company, the company is able to compete with its competitors, and the company
expectedtoincreaseitsearnings.Inadditiontoahigherpurposeisthecompanyisexpectedtomaintain
theloyaltyandvalueperceptionDots&Dotzwillincrease.

References

Aaker, D.A., 1991, Managing Brand Equity: Capitlizing on the Value of a Brand Name, Toronto: Maxwell
Macmillan.
Baroes,2009,TeoriEkonomi.DikutipJanuari2011darihttp://hendrabaroes.blogspot.com/2009/01/teori
ekonomi.html
Best,RogerJ.,2009,MarketBasedManagementStrategiesforGrowingCustomerValueandprofitability.
NewJersey:PearsonEducation.
Clow,KennethE.&Baack,2007,IMC:IntegratedAdvertising,Promotion,andMarketingCommunication.
NewJersey:PearsonPrenticeHall.
East,R,1997,ConsumerBehavior:AdvancesandApplicationsinMarketing.London:PrenticeHall.
Knapp,D.E,2001,TheBrainMindset.NewJersey:PrenticeHall.
Kotler.,Philip,etal.2005,MarketingManagement.NewJersey:prenticeHallInternational.
Lee,M&Johnson,C.,29004,Prinsipprinsipperiklanandalamperspektifglobal.Jakarta:PrenadaMedia.
Peter,J.P.andOlson,J.C.,2002.ConsumerBehaviorandMarketingStrategy,sixthedition.McGrawHill
Irwin.
Porter,Michael.2008,TheFiveCompetitiveForcesthatShapeStrategy.HarvardBusinessreview,January,
p.861.
Suhandang,2005,Periklanan:manajemen,kiatdanstrategi.Bandung:Nuansa
Tjiptono,Fandy&Chandra,Gregorius&Adriana,Dadi,2008,Pemasaranstrategi
Wheelen,T.L.,&Hunger,2006,StrategicManagementandBusinessPolicy.NewJersey:PearsonEducation

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Table 2.4 Comparison of marketing mix of Dots&Dotz and Head to Head Competitors

Dots&Dotz

Produc
t

Price
(IDR)

Net
gram

Icecreammini
palette
Waffleand
poffertjes
Now
Dots&Dotz
alsosellDots
Bread

Baskin
Robbins
Icecream
Icecream
cake
Beverages
(milkshake)
Sundae

Haagen
Dazs

Icecream
StickBar
Multipack
Icecream
cake

IceCream
Gentong

Icecreamin
manyvariant
flavor
(Durian,Green
tea,Jackfruit,
Coffee,Cream
cookies,
Strawberry,
Avocado,
Brownies,
Chocolate,
Vanilla)

1scoop
28.000
2scoops
48.000
3scoops
66.000
Sundae
65.000
Builtown
sundae:
2Cup
57.000
3Cup
85.000
Waffle(2)
63.000
Waffle(3)
89.000
Halfgallon
325.000
Quart
195.000
Pint
120.000
1conemini=30 1scoop=113
gram
gram

1conebiggy=
45gram

1scoop
32.000
2scoops
51.000
3scoops
68.000

Topping
@4000

Singlecup
13.500
BigCup
17.000
Cone
17.000
Pint
49.500

1scoop=106
gram

Mini3Cones=

1scoop=

Singlecup60
ml
BigCup
120ml
Cone
120ml
Pint
400ml
Singlecup=

MiniCones(3)
9000
MiniCones(5)
12.000
MiniCones(8)
18.000
Biggycones(3)
12.000
2mini&2biggy
11.000
Waffle
8.500
Poffertjes(3
5pcs)10.000
Additionalice
cream
3scoop
8.000
5scoop
11.000

1scoop

1423

KFC

McDonald

Fried
Chicken
Burger
Fried
French
Menufor
breakfast
Pudding
Icecream
- Sundae
- Cone
- Float
Priceforice
creamis
5.500
(includetax)
forallvariant
icecream

Fried
Chicken
Burger
FriedFrench
Menufor
breakfast
Pancake
Icecream
- Sundae
- Cone
- Mc
Flurry
Priceforice
creamis:
Icecream
cone3.500
(includetax)
Sundae
6.000
McFlurry
7.000
(excludetax)

1icecream
cone=105
gram

1icecream
cone=105
gram

1cone=

1cone=

VimalaandPurwanegara/TheIndonesianJournalofBusinessAdministration,Vol.2,No.12,2013:14111425

Mini5Cones=

Mini8Cones=

Price
pernet
gram Biggy3cones=

2mini&2biggy
=

=Rp.73.33

2scoop=

=Rp.212.39

3scoop=

=Rp.194.70

=Rp.301.89

Bigcup=

scoop=

=Rp.240.56

scoop=

=Rp.213.84

Cone=

Pint=

Promot
ion

Place

Place

Use banner Cooperate

only in their
with Mega
outlets
Bank
WOM
Use Mega
card
for
discount
WOM
Use banner
only
in
their
outlets
Istana Plaza IstanaPlaza
(third floor, (thirdfloor,
near
near
Gramedia,
foodcourt,
and Baskin and
Robbins)
Dots&Dotz)
Festival City Paris Van
Link (second
Java
(Glamour
floor, in front
Level#A
of
Game
20A)
Master, near
escalator to Festival City
FoodCourt)
Link(LGF2)
theoutletsizeis theoutletsize
2.5x1.5m2
is
2.5x1.5m2

WOM
Use banner
only
in
Cooperate
their
with Bank
outlets
Central
Asia and WOM
Mandiri
Use their
card for
discount

WOM
TV
advertisin
g
Use
banner
Sell
CD
Album
singer

Paris Van Paris Van

Java
Java
(Glamour
(SkyLevel
Level#D
#11A)
09)
theoutletsize

is
theoutletsize
4x1.5m2
is
4x2.5m2

Istana
IstanaPlaza
Plaza
Many more
restaurant
Paris Van
Java
McDonalds
inBandung
Festival
CityLink
Manymore
restaurant
KFC
in
Bandung

1424

WOM
TV
advertising
Usebanner
Brochures

VimalaandPurwanegara/TheIndonesianJournalofBusinessAdministration,Vol.2,No.12,2013:14111425

Ambien
ce

Theoutletlike
jungle,thereare
manypictureof
animal.Butin
Dots&Dotz
junglecaf,
therearechair,
soconsumer
caneatthere.
Theamountof
chairis10.The
uniqueness
fromDots&Dotz
istheysellmany
conesofice
creaminone
palette.

Consumercan
tastetheice
creaminlittle
spoonbefore
buyit,so
consumer
cannotwrong
tochoose
flavor.

HaagenDazs
createamini
cafso
consumers
canenjoyice
creamwhile
sittingona
sofaorbench
thatalready
provided
whilechatting
withfriends
andtheplace
isverycozy.
Thiscafcan
serve
approximatel
y20persons.

1425

Inthisoutlet,
theyprovide8
chairsand2
tablesfor
customereat
theirice
creamthere,
buttheplace
isnotcozy
becausenotin
themall.Near
theparkarea.

KFChascafe
where
consumer
caneatice
creamor
cakeand
drinkcoffee
ortea,and
thereiswifi
so,consumer
cansitthere
inalongtime
forbrowsing
orchatting
withfriends.
Besidesthat,
thescent
makethe
consumer
buytheir
product.

McDhas
McCafewhere
consumercan
eaticecream
orcakeand
drinkcoffeeor
tea,andthere
iswifiso,
consumercan
sitthereina
longtimefor
browsingor
chattingwith
friends.
Besidesthat,
thescent
makethe
consumerbuy
theirproduct.