Laporan CCK Finale

PREFACE
This report is based upon studies conducted during January 24th , 2011 until May 11th , 2011 at School of Business and Management, Bandung Institute of Technology. We make this report in purpose to fulfilled our Business Communication task as our final score. This report is about Comprehensive Communication Kit (CCK). CCK is our final exam and it is about to make the innovation of Matahari Dept. Store. The key objective is to design the communication kit for the launch of an existing (new) variant or product line for Matahari Dept. Store. This Comprehensive Communication Kit (CCK) project is the Final Examination for Business Communication class at SBM ITB. It will be accounted for 40% of Business Communication final grade. We , discussion group A2 had done the survey to know how far people know and how interested people about Matahari Department Store. After we know the result, we make the innovation like people want more about Matahari Department Store based on SWOT and STP that we already analyzed. Finally, we would like to express our sincere gratitude to our tutors and lecturers for helping us making this CCK report for almost 5 months. Without their advise and unique support this report would never had become a reality.
Sincerely, Discussion Group A2
1 | Matahari Dept. Store Discussion Group 2
Table Of Contents
PREFACE............................................................................................................................................................ 1 ATTACHMENT ................................................................................................................................................. 4 LIST OF TABLES.............................................................................................................................................. 5 1.1 1.2 1.3 1.4 2.1 Introduction ........................................................................................................................................ 6 Literature Review ............................................................................................................................. 8 Role of Communication .......................................................................................................... 8 Introduction of Company ............................................................................................................. 13 Brand Information of Matahari Department Store ............................................................ 14 BRAND ANALYSIS ........................................................................................................................... 17 Vision & Mission ..................................................................................................................... 17 SWOT ANALYSIS OF MATAHARI...................................................................................... 17 STP OF MATAHARI ................................................................................................................ 18 Mataharis Logo....................................................................................................................... 19 Carrefour ................................................................................................................................... 21 RAMAYANA .............................................................................................................................. 22 YOGYA ......................................................................................................................................... 24 SOGO............................................................................................................................................ 25 METRO........................................................................................................................................ 26 Trend market ........................................................................................................................... 27 Lifestyle ...................................................................................................................................... 27 What Factors Affect Them To Buy The Product ......................................................... 27 Needs........................................................................................................................................... 28 Occupations .............................................................................................................................. 29 Expectation ............................................................................................................................... 29 Media Behavior ....................................................................................................................... 29 Market......................................................................................................................................... 34 The Location ............................................................................................................................. 34 Distribution Reach ................................................................................................................. 35
1.2.1
2.1.1 2.1.2 2.1.3 2.1.4 2.2 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.3 2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 2.3.6 2.3.7 2.4 1.4.1 1.4.2 1.4.3 3.1 3.2
Competitor Analysis....................................................................................................................... 20
Consumer Analysis ......................................................................................................................... 27
Costumer Analysis .......................................................................................................................... 34
Integrated Communication Strategy and Plan .................................................................... 36 Internal Launch Plan...................................................................................................................... 37 MATAHARI New Uniform ................................................................................................... 37 2 | Matahari Dept. Store Discussion Group 2
3.2.1
3.2.2 3.2.3 3.2.4 3.2.5 3.3 3.3.1 3.3.2 3.3.3 3.3.4 3.3.5 3.4 3.4.1
MATAHARIs New Store Lay Out ...................................................................................... 37 MATAHARIs Skill Training Program.............................................................................. 39 MATAHARIs EMPLOYEE OF THE MONTH .................................................................. 39 MATAHARI Window Display Decorating Contest ..................................................... 40 Posters ........................................................................................................................................ 41 Banner ........................................................................................................................................ 41 M Tweet .................................................................................................................................. 41 TVC ............................................................................................................................................... 42 Radio Commercial .................................................................................................................. 42 The Program............................................................................................................................. 43 Suntamorphorise .......................................................................................................... 43 Matahari Fashion Design Contest .......................................................................... 43 Eco Shopping Bag .......................................................................................................... 44
Media Selection Plan ...................................................................................................................... 41
Launch Plan ....................................................................................................................................... 42 3.4.1.1 3.4.1.2 3.4.1.3
4.1 4.2 4.3
Concluding remarks ....................................................................................................................... 46 Lesson Learn ..................................................................................................................................... 46 Recommendation for next CCK .................................................................................................. 47
Job Roles in CCK ............................................................................................................................................ 48 Time Table of CCK ........................................................................................................................................ 48 The Survey ...................................................................................................................................................... 50 Design Posters ............................................................................................................................................... 66 Design New Layout ...................................................................................................................................... 67 The Jingle ......................................................................................................................................................... 74 Radio Commercial ........................................................................................................................................ 74 Story Board ..................................................................................................................................................... 75 References ...................................................................................................................................................... 78
ATTACHMENT
Picture 1.1 Shannon-Weaver Model ..................................................................................................................................... 7 Picture 1.2 Matahari old logo ................................................................................................................................................... 20 Picture 1.3 Matahari new logo................................................................................................................................................. 20 Picture 1.4 Carrefour Logo ........................................................................................................................................................ 20 Picture 1.5 Ramayana Logo ...................................................................................................................................................... 22 Picture 1.6 Yogya Logo................................................................................................................................................................ 23 Picture 1.7 Sogo Logo .................................................................................................................................................................. 24 Picture 1.8 Metro Logo................................................................................................................................................................ 25 Picture 1.9 Pie Chart - The gender of consumer ......................................... .................................................................... 32 Picture 1.10 Pie Chart - The consumer age ........................................................................................................................ 32 Picture 1.11 Pie Chart - The Consumer income .............................................................................................................. 33 Picture 1.12 Poster Matahari ................................................................................................................................................... 66 Picture 1.13 Poster Suntamorphorise .................................................................................................................................. 66 Picture 1.14 Poster Matahari Fashion Design Contest ................................................................................................. 66 Picture 1.15 Design Layout Front ....................................................................................................................................... 67 Picture 1.16 Design Layout Full Iso ................................................................................................................................... 67 Picture 1.17 Design Layout First Floor ............................................................................................................................ 68 Picture 1.18 Design Layout Second Floor ....................................................................................................................... 68 Picture 1.18 Design Layout Third Floor .......................................................................................................................... 69 Picture 1.20 Design Layout Fourth Floor ........................................................................................................................ 69 Picture 1.21 Design Layout First Floor Top ................................................................................................................... 70 Picture 1.22 Design Layout Second Floor Top .............................................................................................................. 70 Picture 1.23 Design Layout Third Floor Top ................................................................................................................. 71 Picture 1.24 Design Layout Fourth Floor Top .............................................................................................................. 71 Picture 1.25 Design Goodie Bag Front .............................................................................................................................. 72 Picture 1.26 Design Goodie Bag Front .............................................................................................................................. 72 Picture 1.27 Design Goodie Bag Fold ................................................................................................................................ 72 Picture 1.28 Design Uniform .................................................................................................................................................... 73
LIST OF TABLES
Table of Matahari SWOT .............................................................. ....................................................... 17 Table of TVCSchedule ............................................................................................................................ 42 Table of Radio Commercial Schedule ................................................................................... 42 Table of Job Roles ....................................................................................................................... 48 Table of Time Table of CCK ..................................................................................................... 48
CHAPTER I INTRODUCTION
1.1
Introduction
In the end of this century, the most important thing in this world is communication. Communication is the interact form between human with each other. In the business world, communication is important to promote your product to the people. If you cannot communicate the product properly, you cannot get your costumer. There are 4 kinds of communications. They are verbal, nonverbal, writing language and visual. Those things must be mastered for support your business. This day, the development of communication facilities is expands faster for examples are Television, Internet and Radio. Those media become the main communication facilities in the worlds. The user of this media is growing up, so this is the chance for the company to compete for promoting their product. Seeing the importance of communication in business, SBM (School of Business and Management) ITB as the Best Management in Indonesia provide their students with Business and Communication lecture. . In this course the lecture challenges the students by giving CCK (Comprehensive Communication Kit) project as their final project. In this project students will get one product randomly selected from 15 products and their objective is adding value to their product so it will make customers more interested in these products. Discussion Group 2 in tutorial 1A gets MATAHARI Department Store as their product. MATAHARI department store is the first department store in Indonesia. MATAHARI is the pioneer of fashion department store in Indonesia. Recently, MATAHARI has many competitors. They are SOGO, RAMAYANA, YOGYA, RIMO, METRO and CENTRO. The success point from Matahari is because Matahari provide cheap goods that concern to middle low and upper economic class. The other success point is, Matahari has a lot of branch stores that spread in entire province in Indonesia.Because so many competitors for Matahari, Our duty as DG 2 tutorial 1A is adding the strength point and reduce the weakness point from Matahari Department Store.
We use the first basic communication model for our communication model, and The ShannonWeaver Mathematical Model that built in 1949 becomes our sample.
Picture 2.1 Shannon-Weaver Model
Here is our Matahari Dept. Store communication model :
Channel : Source : Matahari Dept. Store Transmitter: By audio & visual Television Newspaper Brochure Magazine Banner Website Jingle Receiver : Middle and upper middle people
Noise Resource : Bad signal Undistributed magazine and newspaper that promoting Matahari The language that they use is sometimes wrong
1.2
Literature Review
1.2.1
Role of Communication
1. In General
Communication is a process whereby meaning is defined and shared between living organisms. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. Communication requires that the communicating parties share an area of communicative commonality. The communication process is complete once the receiver has understood the sender. Communication is divided into 2 parts, human communication and non-human communication. Human spoken and picture languages can be described as a system of symbols (sometimes known as lexemes) and the grammars (rules) by which the symbols are manipulated. The word "language" also refers to common properties of languages. Language learning normally occurs most intensively during human childhood. Most of the thousands of human languages use patterns of sound or gesture for symbols that enable communication with others around them. Languages seem to share certain properties, although many of these include exceptions. There is no defined line between a language and a dialect. Constructed
Languages such as Esperanto, programming languages, and various mathematical

formalisms are not necessarily restricted to the properties shared by human languages. A variety of verbal and non-verbal means of communicating exists such as body language;
eye contact, sign language, paralanguage, haptic communication, chronemics,

and media such as pictures, graphics, sound, and writing. Convention on the Rights of Persons with Disabilities also defines the communication to include the display of text, Braille, tactile communication, large print, accessible multimedia, as well as written and plain language, human reader, and accessible information and communication technology. Examples of human communication are: non-verbal, visual, oral, and written communication.
Non-human communications is like every information exchange between living organisms i.e. transmission of signals that involve a living sender and receiver can be considered a form of communication; and even primitive creatures such as corals are competent to
communicate.
Non-human
communication
also
includes
cell
signaling,
cellular
communication, and chemical transmissions between primitive organisms like bacteria and within the plant and fungal kingdoms. Examples of non-human communication are: Animal communication and communication among plants and fungi. Communication is also have a cycle that is important. The first major model for communication came in 1949 by Claude Shannon and Warren Weaver for Bell Laboratories [7] The original model was designed to mirror the functioning of radio and telephone technologies. Their initial model consisted of three primary parts: sender, channel, and receiver. The sender was the part of a telephone a person spoke into, the channel was the telephone itself, and the receiver was the part of the phone where one could hear the other person. Shannon and Weaver also recognized that often there is static that interferes with one listening to a telephone conversation, which they deemed noise. In a simple model, often referred to as the transmission model or standard view of communication, information or content (e.g. a message in natural language) is sent in some form (as spoken language) from an emisor/ sender/ encoder to a destination/ receiver/ decoder. This common conception of communication simply views communication as a means of sending and receiving information. The strengths of this model are simplicity, generality, and quantifiability. Social scientists Claude Shannon and Warren Weaver structured this model based on the following elements: An information source, which produces a message. A transmitter, which encodes the message into signals A channel, to which signals are adapted for transmission A receiver, which 'decodes' (reconstructs) the message from the signal. A destination, where the message arrives.
Shannon and Weaver argued that there were three levels of problems for communication within this theory. The technical problem: how accurately can the message be transmitted? The semantic problem: how precisely is the meaning 'conveyed'? The effectiveness problem: how effectively does the received meaning affect behavior? Daniel Chandler critiques the transmission model by stating: It assumes communicators are isolated individuals.
No allowance for differing purposes. No allowance for differing interpretations. No allowance for unequal power relations. No allowance for situational contexts.
In 1960, David Berlo expanded on Shannon and Weavers (1949) linear model of communication and created the SMCR Model of Communication.[8] The Sender-MessageChannel-Receiver Model of communication separated the model into clear parts and has been expanded upon by other scholars. Communication is usually described along a few major dimensions: Message (what type of things are communicated), source / emisor / sender / encoder (by whom), form (in which form), channel (through which medium), destination / receiver / target / decoder (to whom), and Receiver. Wilbur Schram (1954) also indicated that we should also examine the impact that a message has (both desired and undesired) on the target of the message.[9] Between parties, communication includes acts that confer knowledge and experiences, give advice and commands, and ask questions. These acts may take many forms, in one of the various manners of communication. The form depends on the abilities of the group communicating. Together, communication content and form make messages that are sent towards a destination. The target can be oneself, another person or being, another entity (such as a corporation or group of beings). Communication can be seen as processes of information transmission governed by three levels of semiotic rules: Syntactic (formal properties of signs and symbols), Pragmatic (concerned with the relations between signs/expressions and their users) and Semantic (study of relationships between signs and symbols and what they represent). Therefore, communication is social interaction where at least two interacting agents share a common set of signs and a common set of semiotic rules. This commonly held rules in some sense ignores autocommunication, including intrapersonal communication via diaries or self-talk, both secondary phenomena that followed the primary acquisition of communicative competences within social interactions.
In light of these weaknesses, Barnlund (2008) proposed a transactional model of communication.[10] The basic premise of the transactional model of communication is that individuals are simultaneously engaging in the sending and receiving of messages. In a slightly more complex form a sender and a receiver are linked reciprocally. This second attitude of communication, referred to as the constitutive model or constructionist view, focuses on how an individual communicates as the determining factor of the way the message will be interpreted. Communication is viewed as a conduit; a passage in which information travels from one individual to another and this information becomes separate from the communication itself. A particular instance of communication is called a speech act. The sender's personal filters and the receiver's personal filters may vary depending upon different regional traditions, cultures, or gender; which may alter the intended meaning of message contents. In the presence of "communication noise" on the transmission channel (air, in this case), reception and decoding of content may be faulty, and thus the speech act may not achieve the desired effect. One problem with this encode-transmit-receive-decode model is that the processes of encoding and decoding imply that the sender and receiver each possess something that functions as a codebook, and that these two code books are, at the very least, similar if not identical. Although something like code books is implied by the model, they are nowhere represented in the model, which creates many conceptual difficulties. Theories of coregulation describe communication as a creative and dynamic continuous process, rather than a discrete exchange of information. Canadian media scholar Harold Innis had the theory that people use different types of media to communicate and which one they choose to use will offer different possibilities for the shape and durability of society (Wark, McKenzie 1997). His famous example of this is using ancient Egypt and looking at the ways they built themselves out of media with very different properties stone and papyrus. Papyrus is what he called 'Space Binding'. it made possible the transmission of written orders across space, empires and enables the waging of distant military campaigns and colonial administration. The other is stone and 'Time Binding', through the construction of temples and the pyramids can sustain their authority generation to generation, through this media they can change and shape communication in their society (Wark, McKenzie 1997). Bernard Luskin, UCLA, 1970, advanced computer assisted instruction and began to connect media and psychology into what is now the field of media psychology. In 1998, the American Association of Psychology, Media Psychology Division 46 Task Force report on psychology
and new technologies combined media and communication as pictures, graphics and sound increasingly dominate modern communication.
2. In Business
Communication plays a key role in the success of any workplace program or policy and serves as the foundation for all five types of psychologically healthy workplace practices. Communication about workplace practices helps achieve the desired outcomes for the employee and the organization in a variety of ways: Bottom-up communication (from employees to management) provides information about employee needs, values, perceptions and opinions. This helps organizations select and tailor their programs and policies to meet the specific needs of their employees. Top-down communication (from management to employees) can increase utilization of specific workplace programs by making employees aware of their availability, clearly explaining how to access and use the services, and demonstrating that management supports and values the programs. Examples of communication strategies that can help make your workplace programs successful include: 1. Providing regular, on-going opportunities for employees to provide feedback to management. Communication vehicles may include employee surveys, suggestion boxes, town hall meetings, individual or small group meeting with managers, and an organizational culture that supports open, two-way communication. 2. Making the goals and actions of the organization and senior leadership clear to workers by communicating key activities, issues and developments to employees and developing policies that facilitate transparency and openness. 3. Assessing the needs of employees and involving them in the development and implementation of psychologically healthy workplace practices. 4. Using multiple channels (for example, print and electronic communications, orientation and trainings, staff meetings and public addresses) to communicate the importance of a psychologically healthy workplace to employees. 5. Leading by example, by encouraging key organizational leaders to regularly participate in psychologically healthy workplace activities in ways that are
visible to employees. 6. Communicating information about the outcomes and success of specific psychologically healthy workplace practices to all members of the organization.
1.3
Introduction of Company
The Matahari Group is a leading Indonesia's multi-format modern retailer with core retail businesses in fashion and household groceries businesses targeted for middle upper middle consumers throughout the nation. Matahari was founded in 1958 by its founder, a living Indonesia retail legend - Mr. Hari Darmawan, whose reputation and experience are well known in domestic and international markets, and is a respected businessman within the retail industry. In 1996, the Matahari's majority ownership was changed hand from Mr. Darmawan to LIPPO GROUP a wellrespected Indonesia business tycoon with domestic and international leading multi businesses in various industries. The transition of ownership brought Matahari to a whole new structure and business strategies. Currently led by Benjamin J. Mailool, a former banker and CEO of property business, as the Company's President Director & CEO, Matahari further spearheads its market dominance within the industry to become the Indonesia's leading modern retailer in all retail aspects. With primary goal to be the leader of retail industry in Indonesia, Matahari has undertaken innovative measures to expand, integrate and create a demand for a full range of retail needs and predominantly focuses on the field of fashion, food and beverages, health and beauty supplies and entertainment centers. Matahari continuously expand its core businesses with other related units such as distribution center and channels, as well as loyalty customers' cards. "Quality Products and Services Straight from Our Hearts" is a sincere declaration that works to demonstrate Matahari's way of doing business and presence throughout its store chain. As Matahari continue to garner support and loyalty with a growing regional presence, the qualities that have come to stand for the best of Matahari remain the same: unparalleled store networks spread in over than 50 cities in Indonesia, great services and most importantly, an understanding of what it takes to please each and every customer.
Matahari proudly presents its best services in providing Indonesians' daily needs; especially for fashion and food needs, through its own nationwide stores in three major business formats; Matahari Department Stores, Hypermart and Foodmart. Matahari has substantially increased its stores in Indonesia to a total of 80 department stores, 39 hypermarkets, 29 supermarkets, 46 health and beauty centers and more than 90 family entertainment centers actively operating nationwide at end of first quarter 2008. Matahari's head office is based in Lippo Karawaci, Banten, Indonesia. However, our store chains covers major cities and provinces throughout Indonesia, with impressive reputation domestically and internationally including the awarding of prestigious Gold Award in the Retail Asia Pacific Top 500 Awards 2007, 2006, 2005 & 2004. Moreover, Matahari also received the most prestigious award for the first time Best Of Best, 2007 Retail Asia Pacific Top 500 Awards which represents the highest recognition within the retail industries in Asia Pacific regions for the Company's outstanding internationally-recognized milestone achievements. It is a recognition that firmly puts Matahari on the map among the region's leading and most dynamic retail corporation.
1.4
Brand Information of Matahari Department Store
Brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced. Importantly, brands enable a buyer to easily identify the offerings of a particular company. The famous brands indicate that the products of that company have good quality so that many consumers always seek them and be loyal. And so does the opposite, the unknown brands commonly avoided by consumers because the qualities are still hesitate. Thus, brands provide an umbrella under which many different products can be offered--providing a company tremendous economic leverage and strategic advantage in generating awareness of their offerings in the marketplace. Matahari, to reach their market, makes a deal with national and international brands and store their products. From international, Matahari provides: Aero Kids Connection Details Home Concept Super T
Nevada Quincy Intimate Stainley Adam Kayla Hardy Amies London Little M Kids Two Bill Haire St Haives American Jeans Cole
While from national, Matahari cooperates with : Annisa, Pipinico.
The cooperation with both national and international brands is head for draw market interest. And this strategy works properly because now million people are loyal with Matahari Product. There are ten categories product that store in Matahari. Those categories are accessories and watch, children things, batik clothes, female feminine clothes, female and male work clothes, retur clothes, moslem clothes, male clothes, baby things, and other clothes. In accessories and watch categories, Matahari stores handy bag, laptop bag, wallet and purse, unique and cute belt, beautiful necklace and bross, stylish stocking, syal and accessories for hair and veils. They also provide watch for man, woman, and children, unique sandals and shoes for any situation, age, and gender. Most of product from this category is local brands except for shoes, sandals and bag. Though the product are made in local the quality is as good as foreign made. Matahari provides children fashion need in children things categories. They store; playing clothes as T-Shirts, blouses, skirts, or pens, swimming suits, bath clothes, pajama, underwear, and dress of each age class. The products are adaptable to children taste so that they are interest and comfortable with product. Mostly the products are foreign made as Nevada and Aero Kids. And just some are made in Indonesia but they have a good quality as foreign. Local cultural is so respected by Matahari so that they include batik in their products. Many kinds of mode using batik material are available in Matahari. Matahari also supports for executive fashion. Many modes of blouse, shirt, trousers, skirt, blouse, necktie and coat are available. For moslem, there also provides moslem fashion, from shirt until veils.
Women are indulging in female feminine clothes category and so are men. In this category all women and men needs are complete and they are still following earlier trends. For other clothes category, people private needs as lingerie are available. In Retur category, the clothes are high brands but there are a little damage in product. For this product matahari offers big discount for costumers.
CHAPTER 2
BRAND ANALYSIS
2.1
2.1.1
BRAND ANALYSIS
Vision & Mission
Matahari has the vision and mission below : VISION : To be consumers most preferred retailer
MISSION : To consistently bring value fashion-right products and services that enhance the consumers quality of lifestyle
2.1.2
SWOT ANALYSIS OF MATAHARI

Table of Matahari SWOT
Internal Factors Strength Good Decoration and Display Neatly arrange the product in every counter Weakness Bad service Bad management
External Factors Oppurtunity Open franchise Popular brand Threat Many Competitors with lower price The competitors have a better place than Matahari, like dago territory. compare to other competitors they still lack in variety of brand The products are not really interesting Theres a lot of factory outlet
Matahari is well known Matahari is the leading multiformat retailer in Indonesia Available stores in 80 more nationwide Inter-related with 9 core retail businesses Renewal their stores concept
Unhhelpful salesman/girl Lack of focus on research and development The salesmen/girl is less knowledge about the product The unprevalance of renewal concept in each branches of stores nationwide
Easy to find in shopping centre Attractive a advertisement in Television and Magazine Session promotional.
2.1.3
STP OF MATAHARI
Segmenting Demographic : o o o o
age : All age life cycle stage : leisure and tourism gender : All gender Income : middle
Geographic : o Country : Indonesia o City : Bandung Targeting

1. 2. 3. 4. Gender :Matahari is for both male and female Income :Matahari classified their customer for middle to middle people Age :Matahari provide products for every age Occupation :The costumer of Matahari is the low and middle-upper class worker 5. Family Life Cycle :Everyone from single to married even from kids to older people can shop in Matahari 6. Life style :From every level of social class life (low, middle, upper) can shop in Matahari
Positioning 4P (product, price, promotion, place)

o Product
The Matahari Group is a leading Indonesia's multi-format modern retailer with core retail businesses in fashion and household groceries. In fashion department, they have some private labels which is only sold in MATAHARI. Below is the list of the labels : Aero Kids Connexion Details Home Concepts Super T Cole Little M Kayla Intimates Nevada Hardy Amies St. Yves Kidz too
Bill Haire American Jeans Pipiniko Stanley Adams Annisa Quincy Intimate
In food department, they also have private label too, which is : Value Plus
Place
Matahari is available in many cities widely spread in Indonesia. Matahari has substantially increased its stores in Indonesia to a total of 80 department stores and MATAHARI launched their first department store in China in 2005. - Sumatera :16 stores - Java : 59 stores - Kalimantan : 7 stores - Sulawesi : 7 stores - Bali : 3 stores - Maluku : 1 stores o Promotion
MATAHARI promotes theirself by : o Advertise theirs product in television,magazines,radio Make a jingle Provide the membership card for the costumers and rewarding them continuously Website Price The price is affordable for middle and middle upper class consumers Sale Discount Seasonal discount
2.1.4
Mataharis Logo
Now, Matahari Dept. Store has a new logo. Mataharis old logo is claimed by Mr. Hari Dharmawan who was the owner of Matahari Dept. Store, after Matahari was changed hand from Mr. Darmawan to Lippo Group, MDS has to change the logo, but the meaning of the logo isnt change much because Matahari has the same vision and mission.
Old logo :
Picture 1.2 Matahari old logo
The meaning is from the color : Green : prosperity Red : spirit So, in this logo, it means spirit for prosperity, and in this logo, the green color is also mean Indonesia, so the logo menas prosperity in Indonesia. New Logo :
Picture 1.3 Matahari new logo
The meaning of the logo is :

Red : Spirit Grey : Prosperity
The meaning of the new logo isnt different from the old logo whichspirit for prosperity. It marked on the logo whis is the red circle is toward to grey writing, so it means spirit for prosperity. It is the same with the old logo, they change the logo is because they cannot use the old logo anymore because matahari is changed hand from Mr. Darmawan to Lippo group, so if they want to use the old logo, they have to pay the license for the logo.
2.2
Competitor Analysis
Based on our observation, the competitors of Matahari department store would be Carrefour, Ramayana, Yogya, Metro and SOGO. The reason for those department store being chosen is because they sell the same product within cloth, cosmetics, and shoes. But the consumer see the competitor in many different way, here are the profile competitor
2.2.1
Carrefour
Picture 1.4 Carrefour Logo
Consumers see Carrefour as department stores which quite complete and intended for families with middle-up economic. Carrefour provides more groceries than the clothes, different from Matahari that more selling clothes, accessories, or anything about fashion. We translate the focus of our consumer in three pilars, which is believed will be able to make the Carrefour shopping choice for Indonesian consumers. Carrefour is a French international hypermarket chain. Headquartered in Levallois-Perret, France. Carrefour is the one of the largest hypermarket chains in the world (1395 hypermarkets at the end of 2009, the second largest retail group in the world in terms of revenue and third largest in profit after Wal-Mart and Tesco. Carrefour operates mainly in Europe, Argentina, Brazil, China, Colombia and in the Dominican Republic, but also has shops in North Africa and other parts of Asia, with most stores being of smaller size than hypermarket or even supermarket. Carrefour means "crossroads" in French. Carrefour Indonesia started its history in Indonesia in October 1998 by opening the first unit in Cempaka Putih. In January 2008 PT.Carrefour Indonesia successfully completed the acquisition of PT. Alfa Retailindo Tbk. Currently, Carrefour Indonesia has more than 60 (sixty) outlets in Jakarta, Bandung, Surabaya, Denpasar, Yogyakarta, Semarang, Medan, Palembang and Makassar which supported more than 11,000 (eleven thousand) professional employees who are ready to serve the consumers. Carrefour is the shopping choice of the present and future for consumers in Indonesia and in the world. The three main pillars are as follows: * Prices are competitive * More complete * Services that satisfy Strength : 1. The variety of product
2. 3. 4. 5.
The product is complete It is comfortable to shop Cheap The shop is wide
Weakness : 1. Untouchable in small town 2. Long payment queue 3. The shop location is far Opportunities : 1. People have a trust with Carrefour Threat : 1. More competitors
2.2.2
RAMAYANA
Picture 1.5 Ramayana Logo
Soon after marriage, Mr. Paulus Tumewu and his wife, Tan Lee Chuan, left the family home in Ujung Pandang, Sulawesi to begin business in Jakarta. They has envisioned a department store that sold quality goods at affordable price for the low income segment. In 1978 they opened their first store which specialized mainly in garment and clothing in Jalan Sabang. They named their store Ramayana Fashion Store With the good growth of the store, new lines of products were added to compliment the original focus of the business, which was garment and clothing. In 1985, fashion apparels such as shoes, handbags, accessories were introduced. Moving forward with optimism, Ramayana was also expanding its coverage area. In that same year, the first store outlet outside Jakarta was opened in Bandung. By 1989 Ramayana has become a retail chain, consisting of 13 outlets and employing a total of 2,500 workers. They variety of products sold has also became more extensive to include
household necessities, toys and stationeries. Soon enough, in 1993 one stop shopping center was implemented in every Ramayana store due to the extensive product range and affordable prices. Ramayana continues to grow, covering more cities and building a greater retail chain. Today, Ramayana operates 104 stores in 42 major cities with total gross selling space of 781,330 sqm, employing 17,867 employees. The traditional family company has blossomed into a giant retail modern business. The impressive story of Ramayanas growth over a relatively short period of 29 years is largely contributed from hard work, the dedication of its employees and its ever lasting business focus on providing low income base customer with excellent value for money merchandise by providing quality products at affordable prices. Strength : 1. Lowprice 2. The variety of product Weakness : 1. Condition of the store is not comfortable enough 2. The quality of the product is not so good 3. Declining performance Opportunies : 1. People are more concisius with what they wear Threat : 1. More competitor 2. The competitors are much better than Ramayana STP Segmenting : Middle-Low Targeting : Specially for low economic level Positioning : Department store which is affordable for low economic level
2.2.3
YOGYA
Picture 1.6 Yogya Logo
Starting from a batik shop in the area Kosambi Bandung, Yogya Stores was first established and began to serve its customers. At that time DJOCJA name which is the original name of the store "batik" is retained. However, merchandise that only had batik cloth, start in combination with other products that are daily necessities. Such as: soap, toothbrush, toothpaste, cosmetics and other products. Founded in 1982, the first branch YOGYA shop on Jl. Sunda No. 60, Bandung. This is where the important milestones of the early history YOGYA store begins. More modern management and recruitment of qualified human resources to be part of the beginning of a success in days to come. YOGYA Group is a retail company with supermarket and department store formats. Strength : 1. Have a good service 2. Low price with good quality 3. Have a good promotion Weakness : 1. Uncomfortable to shop 2. The counters are too narrow each other Opportunities : 1. People could find a good stuff and affordable price 2. People have already believe Yogya as their place to shop Threat : 1. More competitor 2. The competitors are more famous than Yogya STP analysis Segmenting : Store that sell many product Targeting : Middle-Low
Positioning : Good product with affordable price
2.2.4
SOGO
Picture 1.7 Sogo Logo
MAP is the leader of Sogo Department store, incorporated in 1995, MAP achieved phenomenal growth over the years culminating in its IPO in November 2004. Today, MAP is the leading lifestyle retailer in Indonesia with 854 retail stores in 25 major cities of Indonesia - and a diversified portfolio that includes sports, fashion, department stores, kids, food & beverage and lifestyle products. Listed on the Indonesia Stock Exchange, MAP was twice voted Best Managed Company in Indonesia - by AsiaMoney Magazine in 2005 and FinanceAsia Magazine in 2007.
Strength : 1. High class quality product 2. It is comfortable to shop Weakness : 1. The price is higher than the competitors. 2. Not widely spread in all of indonesia Opportunities : 1. Economic levels of Indonesian people are growth faster 2. Sogo is already famous because it is overseas 3. The people already believe their goods and their service Threat : 1. Competitor with lower price 2. Appear some department store like them STP analysis Segmenting : High class people Targeting : Middle-up economic level Positioning : High class quality store
2.2.5
METRO
Picture 1.8 Metro Logo
METRO Department Store is one of the leading retailers in Indonesia operating 7 stores, 5 in Jakarta, 1 in Bandung, and 1 in Makassar. As a leading full-lined department store group, METRO's top priority is focused on serving the shopping needs of our customers. Our commitment is to serve our customers with the best possible selection, quality, value and service. The company's philosophy is to provide our customers with convenient and friendly shopping environments catering to their every need and comfort. Strength : 1. High quality product 2. The shopping place is comfortable 3. Spread in big cities in Indonesia Weaknesses : 1. The price is expensive 2. Not spread in small city in Indonesia Opportunities : 1. The consumtive-behaviour of indonesian big cities people Threat : 1. Competitors that has lower price STP Segmenting Targeting Positioning : High Class people : Middle and middle-up people : Metro is one of good department store in indonesia after sogo, debenhams and other. Metro is especially run in fashion part and it is for the middle and middle up people.
2.3
Consumer Analysis
Consumers are the main objects of the implementation of sales promotion. Consumer is the one thing that needs more attention from a company. Human nature tends to consumption, which means that consumers always consume the product or service all the time. This comes in addition to consumer behavior due to the very diverse needs, but also to follow a growing trend in the market. Therefore, the company should be able to understand the wants and needs of these consumers, and the trend is valid in order to create and develop marketing strategies to win the competition in the market. Every marketing strategy set by the marketer will influence consumer behavior.
2.3.1 Trend market

Very high level of community activity will further encourage people to seek convenience - the ease of the process of fulfilling the daily needs of consumers. The ability to compete is very high when compared with traditional markets, although tends to seem more expensive, but consumers prefer a department store to shop in because the place is safe, spacious and comfortable so consumers easier to shop and consumers do not have to jostle if you're shopping. Consumers will feel satisfied because the price offered can be affordable by giving discount or rebate on any specific product then the consumer would be making a purchase.
2.3.2 Lifestyle
Consumer Matahari Department Store including in middle-class consumers. Which has a middle class lifestyle. From the observation on customers Matahari Department Store concluded that in general consumers Matahari Department Store is in among women and housewives who love to shop. At least consumers Matahari Department Store shopping around 2 to 3 times a month by spending around 200 thousand in a single shopping.
2.3.3 What Factors Affect Them To Buy The Product

Some factors which affect the consumer to buying in Matahari:
The Strong Branding, as a pioneer of the first department store in Indonesia Matahari Department Store has become part of the people of Indonesia. And since the first into the family trust in shopping.
Shopping Satisfaction, with facilities and service are good, Matahari Department Store managed to make convenience for customers in the shop. Matahari Department Store provides a good and decent facilities and start of the fitting room until the toilets are clean and comfortable, and the sun also play music that is fun and easy listening to their customers. As for the Clerk, was considered sufficient to serve customers with a deft, friendly, caring and responsive
The Pricing, Matahari Department Store offer an affordable price in accordance with quality products for its customers. In addition, Matahari Department Store also has a special discount at certain times to attract consumers in shopping in Matahari Department Store
Various Product, so their consumers are able to choose many different kind of quality products in accordance with the tastes and the daily needs of consumers
2.3.4 Needs
Main needs of Mataharis consumers are based on three aspects; the best facilities, the best service, and the best quality of product. In here, facilities included many things. Based on our observation recently, Mataharis consumers need a pleasure in shopping. They explain about the display lay-out, the amount of fitting room and sitting area, and then location and the condition of toilet. Because most of Mataharis consumers are house-wife, they also want the existence of children room so that they can do shopping collectedly without any noisy from their Children. In product, Mataharis consumers need the good quality one of course. It includes the materials of product, the mode which up to date and the fineness of stitching, variation of product, and the completeness of all product. They also explain about the price. The consumers have no problem if the prices are high but they demand the suitability between price and product where Matahari can fulfill this point. But for minor consumers who have low income are indisposed to pay much money to shopping. It is caused by their problem in bearing the bag necessity.
There are many kinds of service that consumer had told in our recently observation. They need good conscience for the department stores employee. They also need a pleasure with no watched felling, the handiness of the employee in serving, and their discipline in working.
2.3.5 Occupations
Matahari are dedicated for consumers who come from middle-middle class. But in fact, people from another class also interest to buy Matahari product. It is caused by the suitability between price and the quality of product. Besides that, there are many discount and gift which Matahari give to consumer so that they feel fortune to buy in Matahari. Because this essential point many consumer from many sector buy in Matahari such as : Private Employee Entrepreneur House-wife Teacher Student Government employee
2.3.6 Expectation
Expectation that the consumer wants is that Matahari can bring new modes which are up-to-date, more interesting and less monotonous with it-that's all. The consumers also wants Matahari do other innovation in promotion, production, and other business activity. Matahari need to improve not only in the quality of the existing resource but at all part of company.
2.3.7 Media Behavior

Generally Mataharis consumer divided into two big group as age, those are: Teenagers (above 13 to 17 years old) and adults (above 18). But there is another category which each of them has behavior that different too. Those categories are based on occupation. Those are house-wife, worker, businessman, student, and teacher. The following will be explained both consumers media behavior from those both category; age and occupation.
As explanation before, Mataharis consumer divided into two big groups as age, teenagers and adults. Usually, our teenagers consumers see the advertisement by magazine, television, radio and billboard. And our adult consumers see the advertisements by newspapers, billboard, televisions and also radio. For Mataharis teenager consumers, they usually buy teen magazine like Gaul, Gadis, Kawanku, and etc. Teenagers also have behavior watching televisions during 5-6 hours each day, from 3 p.m. to 8 p.m. and hearing radio especially music program when they go to school at 06.30 until 07.00 and in the afternoon at 16.00 to 17.00. Then teenagers are ordinary to see advertisements in billboard at the road their passes before go to school and go to home or before they go to hangout places. While for adult consumers have a different behavior. Because for them time is very important to get much money, they never spend time without any purpose. To spend their free time, they read Indonesian newspapers and local newspapers like Kompas, Seputar Indonesia. They also buy hobbies, family, or politic magazines, like Ayah Bunda, Tempo, Bola and etc. Just like teenagers, they hear radio when they go to work at 06.30 to 07.00 and when they get back from work at 17.00 to 18.00. Different from teenage segment, they usually hear news radio, like El Shinta, Female, Delta fm. Adults see advertisements in billboard when they passed by before go to workplace or hangout places. Adults watch televisions between 5 to 6 hours, especially news programs like Tv One, Metro at 06.00 to 06.30, or lifestyle programs and drama at 13.00 to 14.00 and 19.00 to 23.00. The next categories are based on occupation which consists of house-wife, worker, businessman, student, and teacher. Actually as a whole, occupation category are not far from age category. They all are same in media behavior which used and the activities. But there are some different that can be references for Mataharis next steps. Beside house-wife and worker, those group are usual to using internet in daily live. Student and teacher use internet to enlarge their knowledge and education. Businessman uses internet to run their business. It is very important for businessman to know the news in business and market condition and internet is the most up to date. Another different is the behavior of house-wife. House wife are very interesting to TV programs, such as Sinetron (continuous film which usually more than 30 episodes), celebritys gossip, reality show, and etc. They usually spend their free time in front of
TV even until many hours. They usually do this coincide with their other house job as cooking, cleaning house, take care of their children and washing clothes. If it is counted, they spend 10-15 hours in front of TV.
The exact data based on our survey for 52 Mataharis consumer. The survey was held on february 24th , 2011 until March 5th , 2011 and now we already have the results. Our main purpose in doing this survey is to collect information about Matahari Dept. Store. Why we choose Matahari for our survey ? It is because we want to know How far people know Matahari Dept. Store. The result that we got, we desecribe it as a pie chart.
The Gender of Consumer

M
38% 62%
Picture 1.9 Pie Chart - The gender of consumer
From the pie chart we can conclude that more female than male come to visit and shop at Matahari Dept. Store. It is about 62% female of all respondent that we interviewed.
The Consumer Age

0% 17% 16%
15-25 25-40 40-60 >60
67%
Picture 1.10 Pie Chart - The consumer age
We may know from the pie chart above that 67% of the consumer that shop at Matahari Dept. Store are at age 25-40. The second position is at age 40-60.
The Consumer Income

4% 11% 23% 31% 31%
Rp 1 jt Rp 1 jt-Rp 2 jt Rp 2 jt-Rp 3 jt > Rp 3 jt --
Picture 1.11 Pie Chart - The Consumer income
From the pie chart, we can conclude that the most people who visit Matahari Dept. Store is people who hace incomes about Rp 1.000.000 until Rp 2.000.000.
2.4
Costumer Analysis
Customer means the retailer or store or distribution points where the products are sold. In certain cases, Customer could mean the companies own store(s). In order to that fact, Matahari Dept. Store (MDS) is the customer itself. There are several things that can be analyzed from MDSs for being a customer. It can be from MDSs location, their market types, and the distribution reach.
1.4.1 Market
Matahari Department Store is unique. From the past MDS already had their market system. There are four types of market, type A+, A, B, and C. Each type has some difference in its size of the store, number of existing brands, and quantity of the product. The type A+ store is the biggest store than the other type, 100% of the private or non-private label brand is exists, and the quantity is many. The type A store is the second big, 80% of the brand is exists, and the quantity is the second. Type B is the third big, 60% of the brand is exists, and the quantity is the third. Type C is the last type, the store is the smallest, there are just 40% of the brand that is exists, and the quantity is little. Actually, the quantity of product is not just looking from the type of the market, but looking from the neighborhood and product brand. If the neighborhood is crowded maybe the product can be re-stock.
1.4.2 The Location

All Department Stores must have problem about the location. Firstly the problem is actually about the area, because dept. stores need big area. Actually, there are two choices for the location, 1. Inside the mall or 2. A private location in a strategic area. The two of them location have their own kind advantages. The advantage of the private location is of course in the sense of exclusivity and the possibility of having a bigger space, but it needs more effort to find a strategic place for the branch to be built upon. However, if Dept. store is putting up inside the mall there is no need to find a strategic place since the mall is usually in the strategic places. The chosen of location is also based on the
neighborhood, if the neighborhood is not match to the market type although the location is crowded then that location is not good. MDS is taking this two types branch location and maintain balance between by keeping the variation among different market types and places. Like in Jakarta, many of the MDS is in grade A+ and A while in Bandung there is no MDS in grade A+.
1.4.3 Distribution Reach

The distribution track of MDS is kinda unique, it is from Paris/Milan -> Newyork -> Tokyo -> Hongkong -> Singapore/Kuala Lumpur/Jakarta. Of course there is some interlude before the goods and the information about fashion is arrive to MDS. Because of the delivery time is between 3-4 Months, so the MDS is already ordered products 3-4 months in advance before. MDS run that system because of the changes of the seasons. If the MDS dont do that then the product will outdate and not sell. One other thing, it is about the information of fashion. For the product that is made in Indonesia, the MDS need the information about fashion. After have the information, MDS give that info to their suppliers to make the product that they want and suitable with the season.
CHAPTER III
LAUNCH PLAN
3.1
Tagline USP
Integrated Communication Strategy and Plan

: Enlighten Your Style : Pleasure
We choose the fashion part of Matahari Department Store from all parts in MDS. The fashion part is the most important at the store. We choose to change it to make the fashion much better than before. Our new concept is applying the Indonesia feeling in the store. Like our tagline which is enlighten your style, we will make, in this case, we will enlighten your style in fashion part. The USP that we choose is pleasure. We want the consumer enjoy and experience our new concept which is shopping in Matahari Department Store with strong Indonesia feeling and with much pleasure. We add batik clothes in MDS, and the layout of MDS is so Indonesian. Logo :
This matahari logo is still we use for our launch plan because this is the best logo that we thought it represents Matahari Department Store. This matahari logo has red special circle matahari logo that toward to the writing of matahari which is grey colored. it means spirit for prosperity. Red in this logo means spirit, and the circle logo is toward to the writing of matahari which means, Matahari department store wants to develop their popularity and to be success. Matahari wants to be the one and only department store in Indonesia that provide goods for middle to middle people. For us, this logo means, we want to make Matahari Dept. Store to be Indonesian department store. One and only Indonesia department store in Indonesia, but still the same as the meaning of its logo, spirit for prosperity. Theme :
Theme for our lunch plan is Indonesia Culture. We will make Matahari to be Indonesia department store by make it more indonesian. We choose this theme because, in Indonesia, there is not a department store that provide indonesian things. That is why we choose indonesia culture theme. Matahari is the pioneer of department store in Indonesia, matahari is the first department store in Indonesia. Like one of department store in Singapore, if we visit singapore, it is not complete yet if we do not go to Takashimaya. We want to make Matahari like that. Matahari is Indonesian, and for tourists, it will be not complete yet if they do not go to Matahari dept. Store.
3.2
3.2.1
Internal Launch Plan

MATAHARI New Uniform
Based on the new concept of MDS that adopting Indonesian culture especially Batik, new employee uniforms design will be combined with an element of Indonesian culture. Their uniform design will be a fusion between the modern models with a traditional touch so both employee and the consumer can fell the touch of Indonesian culture. The uniform will be wore by employee start from 20th June 2011 coincide with Indonesian historical day, Hari Kebangkitan Nasional. Here the design of MDS employees new uniform.
3.2.2
MATAHARIs New Store Lay Out
To make consumer can shop easily, MDS has create new store lay out that will be applied in all MDS. This new lay out is arranged with some rules that can make shopping activity be more comfortable, enjoyable, and good looking. The rules in MDS are suitable with type of MDS which consist of type A+, A, B, C. The rules are followed below. Shopping area of MDS are divided become four floor. First floor is accessories and shoes area, the second is women area, the third is men area, and the last one is children area.
In first floor, accessories and shoes are also separated neatly, accessories on left side and shoes on right side. In the accessories area, MDS still separates location become three area; accessories for women, men, and children and so does shoes area. The goods will be arranged neatly, good looking, and reachable so that consumer can be more comfortable in shopping.
In the second floor, women area will be filled with clothes, dress, T-shirt, and the others that designed by Indonesian designer. The materials are also from Indonesia. The models of clothes will be made up to date, following trend that is in so that the consumer can make an experiment in fashion.
In the third floor, men area will be designed same like the women area. The goods are also made in Indonesia and following the trend that in. In this area, MDS also provides the clothes for many situations such as for party, casual, formal and informal suit and it can be sure that still good in fashion.
In the last floor or the fourth floor, children area will be filled many kind clothes for children that cute and full of cartoon image such as Upin Ipin, Doraemon, Inuyasha, Bleach, and so many favorite character of cartoon. In this area will be built game zone so that the children will not feel bored because they can play during their parents are shopping.
In all MDS, there are some rules in arranging goods lay out that have to be followed. Each block of goods will be given space with condition are followed. 1. In MDS level A+, the wide space is 2.5 meter. Given space as wide as this, consumer in many range ages and conditions such as man that using wheel chair or walking sticks can shop in MDS more easy, comfortable, and calm. This space is very helpful for handicapped man. 2. In MDS level A and B, the wide space is 2 meter. Given space as wide as this, consumer can move more easy without squeezing through with other consumer so that consumer can feel enjoyable shopping. 3. In MDS level C, the wide space is 1.5 meter. Consumer can take a breath while shopping because this space still wider than traditional market or other department store. Given space as wide as this,
consumer can think that MDS is kind department store because it gives affordable price but do not decrease the comfortable in shopping. In all MDS, the sitting area and fitting room will be added with suitable number so that consumer could feel more comfortable and enjoyable during shopping time. MDS also will provide Wi-Fi area. It will give other entertainment for husband or son who waiting women shopping.
3.2.3
MATAHARIs Skill Training Program
Based on survey result that we had done recently, we thought that MDSs Skill Training Program are very important to increase MDSs image. There are many complaints from consumer that the service in MDS is not satisfied. Many MDSs employees do not professional in working. MDSs Skill Training Program is held to encourage the employees skill in giving service to consumer and also to make a standard of service in MDS as whole. This program is expected to make consumer comfortable in shopping so that complains from consumer can be decreased. The content of this training program are including ethic code of MDSs employee, giving best service to consumer program, demo of MDSS new layout, and simulation direct practice.
3.2.4
MATAHARIs EMPLOYEE OF THE MONTH
MDSs Employee of the Month is held to encourage the spirit of employee in working. Another purpose of this event is to encourage services to the consumer and selected the employee who is professional in working. This event will be started after Mataharis Skill Training Program had been held. Exactly, the event will be start at June, 20th 2011, coincide with Indonesian historical day, Hari Kebangkitan Nasional and launch new image of MDS. The winner is selected by the opinion of consumer and the judgment from the supervisor with point system. The winner is whose picture published in each MDS. Publishing the MDSs Employee of The Month, MDS wish get attract the other employee to give their best performance. 39 | Matahari Dept. Store Discussion Group 2
There are some rules that need to be obeyed. The rules are followed : The event has to be joined by all MDSs employee. No one of employee that does not join this event. The assessment system is using point where one of good opinion of consumer has one point and so does the judgment from supervisor. All consumers will be given a questioner and employees picture in the end of month to vote employee that giving good service. The supervisor who gives judgment will not to be published to keep the sportivity. There are also some event or contest that can give point in enough great amount such as MATAHARI Window Display Decorating Contest and other contest. The winner of Employee of the Month is who have the biggest point. The winner will be nominated to be Employee of the year where are in the end of the year, the Employee of the Year will get a suitable prize from MDS.
3.2.5
MATAHARI Window Display Decorating Contest
MDS Window Display Decorating Contest is held to keep an enthusiastic from the employee. This competition will be held every month and the theme of decorating contest depend on the event in that month. The employee can be work in a small group or individually to create their window display decorating. This competition is one of category that appreciated of Mataharis Employee of The Month beside employees service. The winner from this competition will be able to get a chance for being The Employee of The Month. By creating this competition the
employee can explore their creativity and keep their spirit in expand Indonesian culture. There are some rules that employee need to do obediently. The rules are followed. The participants are all employee of MDS. This contest is free and can be participated by all of employee. If there is an employee does not participate, he or she will not get any punishment. The theme of contest will be published at 1st each month and the time to do the project is two weeks, start from 1st until 14th. During that period of time, participants can explore their creativity in decorating. 40 | Matahari Dept. Store Discussion Group 2
Deadline of submitting the masterpiece is 21st each month but the participant can submit before that day. The extra time is 2 days. The announcement of the best masterpiece will be done at 27th each month. The winner will get price money a number of Rp 500.000,00, 30 point in Mataharis Employee of The Month, and his masterpiece will be applied in window display of MDS next month.
3.3
Media Selection Plan

3.3.1 Posters
We make 2 designs of posters with different color and different context. The first poster is colored with gold and red color that contain the information about our new concept of Matahari Dept. Store. The second poster is colored with ehite and blu color which has the same tone with our new shopping bag (eco-shopping bag), the second poster is contain the promotion of Matahari Dept. Store. We put the posters in some magazines, tabloids, newpapers, and stores. Magazine Tabloid Newspaper Store : Femina , Kartini , Gogirl! : Bintang : Kompas : Matahari , Hypermart
3.3.2 Banner
Beside posters, we also make banner. The banner layout is the same as the posters. The color and the tone is the same. We put the banner in some stores. Store : Matahari , Hypermart , Timezone
3.3.3 M Tweet
We also make make mobile tweet for Matahari Dept. Store with nickname @mdsindonesia. M-tweet is is one of the media campaign that uses the Internet. because so many people taking Twiiter, then we use the media campaign will be twiiter.M-tweet updated every day and the contents of his tweets is about the latest products from matahari department store. we will also offer special deals for our customers. we will give 10% discounts to customers to 1000 and also applies to multiplication.
3.3.4 TVC
Table of TVC schedule
No 1 2 3 4 5 6
TV Station RCTI Metro TV TVone Trans 7 Trans SCTV
Prime Time 18.00-22.00, 11.00-13.00 08.30-10.00, 18.00- 22.00 06.30-8.30 18.00-20.00 18.00-23.00 12.00-13.00 11.00-14.30 06.30-8.30 18.00-21.00
Spot 3 x spot within 45 second 4 x spot within 45 second 3x spot within 45 second 6 x spot within 45 second 4 x spot within 45 second 3 x spot within 45 second
3.3.5 Radio Commercial

Table of radio commercial schedule
No 1 2 3 4 5
Radio Station B Radio I Radio Dahlia Rama Cosmo
Prime Time 14.00-17.00, 06.00-09.00 06.00-09.00, 15.00- 18.00 11.00-14.00 19.00-21.00 11.00-14.00 19.00-21.00 11.00-14.00 19.00-21.00
Spot 8 x spot within 45 second and adlips 4x 4 x spot within 45 second and adlips 3x 6 x spot within 45 second and adlips 5x 6 x spot within 45 second and adlips 4x 6 x spot within 45 second and adlips 4x
3.4
Launch Plan
We arranging some plans for Matahari Department Store. We connect these plans to a culture of Indonesia and the customers. The goal of these plans is to make MDS look more caring about Indonesian culture in the eyes of customers and MDS can be the only one Dept. store that in charge about Indonesia culture. Not only that, we have something to do for the customers.
3.4.1
3.4.1.1
The Program
Suntamorphorise
Diversity of arts and culture in Indonesia should be pride and distinctive selling points in national life in this country. It is also a challenge and become our collective responsibility to maintain and preserve as individuals who were born and raised in Indonesia. So Matahari Department Store (MDS) as a pioneer and largest department stores in Indonesia create a new concept of MDS. This concept is called Sunthamorphorise. The concept that carries the theme of Indonesian culture, where consumers are expected to become more familiar and proud to own national culture. This concept is changing the look of the MDS layout, make it more Indonesia atmospheric. And arranging the layout becomes more culturally themed. So that consumers will feel comfortable and feel the new different sensation when shopping at MDS Also in this concept that products sold will be dominated by domestic product. So it can provide an opportunity to compete and there is consumer appreciation of local products increased, so local products has a higher economic value and more competitive.
3.4.1.2
Matahari Fashion Design Contest

Like any competitive industry in the world, the fashion design contest can be very difficult to break in to. If you are not able to obtain a degree in fashion or make your way onto Project Runway, your options may be limited. Because of that excuses our company make this program to help the people who want to run into fashion world and develop the Indonesian fashion world. This program can help the new concept that our company made. And here are the detailed lists about the program: 1. Participants Requirements Indonesian citizens with any gender and especially age 18+. The participants just have to be people who would like to try their hand in design. This is a great place for students to start showcasing their designs.
2. Design Theme Create design clothing that has a style of Indonesian culture with the accessories (if needed) based on the selected category. The category are man, women, youth, and children. The participants can take all categories. The most important thing is Find the style or theme of fashion that most interests you and begin creating your designs. 3. Contest Requirements Registration form must be filled with phone numbers and identity cards. Attach a brief article describing the background of the participants. One design in one sheet, the maximum is one design in one category. Assessment of the jury based on creativity, techniques, materials selection and its accessories (if needed). The most important is the design idea not artistic skill, design considering how this person will perform their job wearing their outfit. 5. Prize a. The 1st winner : Rp 10.000.000 cash and Matahari will use the first winner design as its prototype. b. The 2nd winner : Rp 7.500.000 cash c. The 3rd winner : Rp 5.000.000 cash 6. The Judges The professional fashion team that MDS had, Photographers, fashion designers, the press, etc. In the selection stage there will be 20 best designs from each categories that will enter final stage.
4. Contest Mechanism
3.4.1.3
Eco Shopping Bag

The greater the growth of our economy, the greater the spread of prosperity in our society, also that the greater we use plastic in our lives needs, one of them is a bag crackle. Currently, only less than 1% of plastic bags that can be recycled at a cost which is very expensive. Recycling one ton of plastic bags cost about 40 million dollars, while production of one ton of plastic only spent about 350 thousand dollars. Facts about Plastic as a material hazardous to the environment is based on data from komunitas nol sampah, there are :
1. Crackle bags made from petroleum will eventually become waste because it is less likely to be recycled. 2. Each year 500 million - 1 billion crackle bags used in the world. 3. Every 2 minutes 2 million crackle bags dumped in the world. If the spread can close the surface of the earth 10 times. 4. Crackle bag trash for 1 day in jakarta 2600 cover a football field, this does not include other areas. 5. It took 500-1000 years to destroy 500-1000 or describe the bag crackle it by land 6. Only 1% of crackle bags can be recycled 7. 80% waste in the oceans comes from land and 90% are plastic waste 8. Plastic marine biota if eaten will cause marine life to suffer. Many sea turtles on the island of a thousand die from eating plastic 9. Crackle Bag burning directly can produce dioxin gases that endanger human health So Matahari Department Store launch a new shopping bag instead of plastic bags that environmentally friendly that is Matahari Eco Shopping Bag. Matahari Eco Shopping Bag can be obtained specifically for MMC users free of charge or with a purchase at any cashier Matahari Department Store Advantages of Matahari Eco Shopping Bag: 1. Practical and easily carried, can be folded and used as key chains, so always carry anywhere. 2. Donation Environment Program, participating fund environmental programs for waste management. 3. Certified material, comes from the factory with a safe waste treatment. 4. Economical and Durable, strong for at least 1000x usage (economic value equal to the price / 1000x wear) 5. Taro Leaf Effect (using a material that can resist water) 6. Cashback every purchase of Matahari Department Store product
Chapter IV
CONCLUSION , REFERENCES & APPENDICES
4.1 Concluding remarks
From the previous chapters that we made, we can conclude that we made the innovation of Matahari Dept. Store to renew and refresh its situation. The innovation that we already made is change the layout, and we made some events which we called suntamorphorise. Suntamorphorise it self is about to add and to make Matahari it self more Indonesian. We put Indonesian brand that is made originally by indonesian in MDS. Because we took Indonesian Culture theme, so batik clothes and everything about batik is a must item in Matahari Dept. Store, and about the indonesian brand, it is especially for the tennager. About the layout, we make it the same as our theme which is Indonesian Culture. The new color tone for Matahari is red and gold. Besides that, we made a contest, it is Matahari Fashhin Design Contest. For the first winner, MDS will use the design as their product design. We want to make our USP realistic which is Pleasure. We want to make our customers shop at Matahari Dept. Store witch much pleasure with our new layout store and adding some brand new clothes brand which are made in Indonesia originally. For our new innovation, we made promotion. There are two kinds of promotion. Above the line and below the line. Above the line is tvc and radio commercial that we already made and we show it at some tv channel like RCTI , METRO TV, TRANS TV, TRANS 7, and SCTV for 45 seconds. For radio commercial, we make it for some radios in Bandung only like B Radio, I Radio, Dahlia Radio, Rama Radio for 45 seconds. The chosen radio is based on our segment and our target.
4.2

Lesson Learn
We learn about how to make the promotion. We also learn about how to make a good communication among the member.
We learn to understand each other to make the right decision. We get the experience how the real world of business is.
4.3

Recommendation for next CCK

More time to do the CCK things The product should be like technology device because today mostly people use it and the developement is fast. Do the CCK as mentioned in timeline to make it faster and better in doing it. The product should be the same category for each group to make it more justice. For the tutors, to give the same lesson with the same timeline, eventhough the tutors have their own speciality in their own abilities, but we look forward to give the lesson at the same schedule in each class.
Appendices
Job Roles in CCK
Table of Job Roles
Name Fella Shofatunnisa Job Giving the member of the team task to do Editing the report before sending it to tutor Writing the report Creating the Concept of Launching Plan Making the presentation and the concept Writing the report Creating the Concept of Launching Plan Designing the goodie bag (packaging) Creating the concept of presentation Creating the concept of CCK Designing the Media Poster Designing the layout of the new concept Designing the new uniform Creating the first of TVC idea Drawing the story board of tvc Make the timeline of every task (secretary of the group) Designing the goodie bag Writing the report
James Evan Tumbuan Luthfan Kamili
Niki Febila
Atika Irawan
Khusnul Khatimah Aldian Rahmanto
Time Table of CCK

Table of Time Table of CCK
WEEK Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Brand Analysis Write Ch.1 Introduction for the Report Complete Brand Analysis Do Competitor Analysis Do Consumer Analysis Do Customer Analysis Write Ch.2 Analysis for the Report Draft Integrated Communication Strategy & Plan PROGRESS TIMING January 24 30, 2011 January 31 February 6, 2011 February 7 13, 2011 February 14 20, 2011 February 21 27, 2011 February 28 March 6, 2011 March 7 13, 2011
Draft Poster & Brochure (script) Week 8 --Finalize Integrated Communication Strategy & Plan Week 9 Draft Poster & Brochure Design Packaging/Goody Bag Design layout & new uniform Finalize Poster & Brochure Finalize Packaging/Goody Bag Finalize layout & new uniform Draft Internal Launch Plan Details Week 12 Draft Media Selection Plan Details Draft BTL (Launch at Stores) and Other Launching Ideas Finalize Internal Launch Plan Details Week 13 Finalize Media Selection Plan Details Finalize BTL (Launch at Stores) and Other Launching Ideas Write Ch.3 Launch Plan and Ch.4 Conclusion Draft Slides Week 15 Finalize Report, Finalize Slides, Finalize All Comm. Kit May 2 12, 2011 May 12, 2011 (Thu) Report & TVC Week 16 Final Preparation & Presentation Day May 21, 2010 (Sat) Presentation Day April 18 24, 2011 April 11 17, 2011 March 21 27, 2011 March 14 20, 2011 (Mid Test Week)
Week 10 Week 11
March 28 April 3, 2011 April 4 10, 2011
Week 14
April 25 May 1, 2011
The Survey
CHAPTER 1
INTRODUCTION
1.1
PURPOSE OF SURVEY
Statistical survey is a method used to collect in a systematic way information from a sample of individuals. Although most people are familiar with public opinion surveys that are reported in the press, most surveys are not public opinion polls (such as political polling), but are used for scientific purposes. Surveys provide important information for all kinds of research fields, e.g., marketing research, psychology, health professionals and sociology. A survey may focus on different topics such as preferences, behavior (smoking and drinking behavior), or factual information, depending on its purpose. Since survey research is always based on a sample of the population, the success of the research is dependent on the representativeness of the population of concern. The survey was held about 2 weeks ago, exact time is february 24th , 2011 until March 5th , 2011 and now we already have the results. Our main purpose in doing this survey is to collect information about Matahari Dept. Store. Why we choose Matahari for our survey ? It is because we want to know How far people know Matahari Dept. Store and it was our needs to make the consumer analysis for our Business Communication task that we should make the innovation for Matahari Dept. Store.
1.2
SAMPLING FRAME
Sampling is that part of statistical practice concerned with the selection of a subset of individual observations within a population of individuals intended to yield some knowledge about the population of concern, especially for the purposes of making predictions based on statistical inference. In this case, in our survey, we spread our questionnaire in many place to get different kind of people. Different age, different occupation, and also different class of economy. Our segmenting is about womwn and
men, from age 15-60, and variant class economy from low people until middle-high people. We spread it around ITB campus, from one to another shopping centre, to another campuses like UNPAD and UNISBA, and also to some high school students in Bandung.
1.3
SAMPLING METHOD
Our discussion group choose to use simple random sampling for our sample in our questionnaire. Because with using simple random sampling all such subsets of the frame are given an equal probability. Each element of the frame thus has an equal probability of selection: the frame is not subdivided or partitioned. Furthermore, any given pair of elements has the same chance of selection as any other such pair (and similarly for triples, and so on). This minimizes bias and simplifies analysis of results. In particular, the variance between individual results within the sample is a good indicator of variance in the overall population, which makes it relatively easy to estimate the accuracy of results.
CHAPTER 2
THE QUESTIONNAIRE
Kepada Yth. Bapak / Ibu / Saudara / i di tempat
Dengan hormat, Perkenankan kami mohon kesediaan waktu anda untuk mengisi kuesioner mengenai atribut atribut apa saja yang mempengaruhi keputusan anda dalam membeli barang-barang yang dijual di Matahari Dept. Store. Adapun tujuan dari penelitian tentang Analisis tentang Keberadaan Matahari Dept. Store di Mata Konsumen dimaksudkan untuk mengembangkan ilmu dan dalam rangka untuk memenuhi tugas yang diberikan oleh salah satu mata kuliah kami di perkuliahan SBM-ITB yang mana untuk membuat inovasi-inovasi baru Matahari Dept. Store. Atas bantuan dan kesediaan anda meluangkan waktu dalam pengisian kuesioner ini saya sampaikan terimakasih.
Penyusun, Discussion G
DATA PELANGGAN
Rp.
2.000.000,-
Rp.
3.000.000, > Rp. 3.000.000,1. Nama :___________________ 6. Seberapakah Anda mengetahui 2. Jenis Kelamin : tentang Matahari Dept Store ? Pria Wanita 3. Usia : 15-25 tahun 25-40 tahun 7. Frekuensi belanja di Matahari Dept. 40-60 tahun Store dalam sebulan : > 60 tahun 4. Pekerjaan : Pelajar & Mahasiswa Pengusaha Karyawan Swasta PNS 8. Yang dibelanjakan di Matahari Dept. Guru Store : Ibu Rumah Tangga Lainnya:___________ 5. Berapa penghasilan anda setiap bulan : < Rp. 1.000.000, Rp. 1.000.000,2.000.000,sering anda kunjungi : Children Rp. 9. Area Matahari Dept. Store yang paling Rp. <200 ribu Rp. 200 ribu 500 ribu Rp. 500 ribu 1 juta Rp 1 juta 5 juta > Rp 5 juta < 1 kali 2-3 kali 4-6 kali 7-10 kali > 10 kali Sangat tahu dan menyukai Tahu dan biasa saja Tidak tahu Tidak peduli dan tidak suka
Youth Ladies Men Home Cosmetic Shoes 10. Apakah anda mempunyai Matahari Club Card (MCC) : Ya Tidak 11. Selain di Matahari Dept Store dimanakah Anda biasanya berbelanja : Metro Yogya Ramayana Sogo Carrefour Giant Lainnya : ___________
PRODUK, HARGA, PELAYANAN & FASILITAS
Pertanyaan
Sangat tidak setuju
Tidak setuju
Setuju
Sangat setuju
1. 2. 3. 4. 5. 6. 7. 8. 9.
Produk yang dijual di Matahari Dept Store dirasakan berkualitas baik Produk yang dijual di Matahari Dept Store sesuai dengan selera konsumen Produk yang dijual di Matahari Dept Store sesuai dengan kebutuhan Produk yang dijual di Matahari Dept Store dapat mengikuti perkembangan zaman (up to date) Harga produk yang dijual di Matahari Dept Store sesuai dengan kualitas Harga produk yang dijual di Matahari Dept Store terjangkau Pelayanan di Matahari Dept Store memuaskan Anda? Pramuniaga di Matahari Dept Store telah melayani dengan cekatan Pramuniaga di Matahari Dept Store tersebut ramah, peduli atau cepat tanggap terhadap Anda
10. Seluruh karyawan di Matahari Dept Store berpenampilan menarik 11. Kondisi fitting room bersih dan nyaman 12. Kassa melayani Anda dengan teliti, cepat dan ramah 13. Ketika bertemu dengan security, apakah security tersebut ramah dan sopan ? 14. Musik yang diputar di Matahari Dept Store menyenangkan dan easy listening 15. Apakah toilet yang disediakan bersih, kering, dan berfungsi ? ( Beri tanda checklist () pada kotak yang disetujui )
FEEDBACK
1. Apakah Anda mendapatkan pelayanan yang berkesan ketika berbelanja di Matahari ? 2. Apakah yang dapat Matahari Dept Store lakukan untuk meningkatkan pelayanan kepada Anda ? (dari segi produk, jasa dan pelayanan, serta fasilitas)
CHAPTER 3
DATA TABULATION
A. DATA TABULATION 1. Consumers Data No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Gender Age M F F F F M F

F
Job EMP HW ST ST ST EMP ST HW EMP ST ST ST ST
Income 2-3 JT 2-3 JT 2-3 JT 1-2 JT 1-2 JT 1-2 JT 1-2 JT 1-2 JT 1-2 JT 1 JT 1-2 JT 1 JT
Popularity Frequency Expenses B A B B B B B B B B B A B B A B B B B B 1 1 2 1 1 1 2 1 2 1 1 2 2 2 2 1 1 2 1 1 W W V W V V W V V V V X X X X V V W V V
Area MCC CH L L L H Y L CH L L Y Y H M L L H L S L NO YES NO NO NO NO NO NO NO NO YES YES NO NO YES NO NO YES NO NO
Other Store G Y Y G B Y S Y Y S G Y G G M Y C G R G
25-40 40-60 15-25 15-25 15-25 25-40 15-25 40-60 15-25 15-25 15-25 15-25 15-25 40-60 40-60 15-25 15-25 15-25 15-25 15-25
F F F F F M F F M F F F
BUMN >3 JT PNS ST ST ST ST ST 2-3 JT 1-2 JT 1-2 JT 1 JT 1 JT 2-3 JT
21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47
F M M M M F M M M F F F M F M M F F F M M F F
M M M M
15-25 15-25 15-25 25-40 25-40 15-25 15-25 15-25 15-25 15-25 15-25 15-25 40-60 25-40 40-60 15-25 15-25 25-40 25-40 15-25 15-25 15-25 15-25
15-25 15-25 15-25 15-25
ST ST ST PNS EMP ST ST ST ST ST ST ST EMP T
1 JT 1 JT 1 JT >3 JT >3 JT 1 JT 1-2 JT 1 JT 2-3 JT 1 JT 1 JT 2-3 JT 1-2 JT
B B B B B B B B A B B B A B B B B A B B B B B
A B B B
2 2 1 2 2 3 1 2 1 2 1 2 2 1 1 1 1 1 1 1 1 1 1
1 1 1 1
W V V V W W W V V W V W W W V V V V V V V V V
V W V X
S M Y M M C S M M L Y S S M M L S Y M C S
Y S
NO NO NO NO YES NO NO NO NO NO NO NO YES NO NO NO NO YES NO NO NO NO YES

NO YES NO NO
R C C C Y C C G C M C Y G G M Y Y C Y Y R
R
BUMN >3 JT ST ST T T ST EMP ST ST

ST ST WO ST
1 JT 2-3 JT 1-2 JT 2-3 JT 1-2 JT 1-2 JT 1-2 JT 1 JT

1 JT 1 JT 2-3 JT 1 JT
48 49 50 51 52
F F F F F
40-60 15-25 25-40 40-60 40-60
T ST T HW T
>3 JT 1 JT 2-3 JT 2-3 JT >3 JT
A A B B B
2 2 1 2 1
X W V W W
YES NO NO NO YES
Y G Y Y
L M
Note: HW : House Wife

T : Teacher ST : Student
EMP : Private Employee WO : Entrepreneur PNS : Government Employee BUMN : The Others
2. The Result X1
3 3 3 2 3 3 3 4 3 3 3 3
X2
3 3 2 2 3 3 3 3 3 2 3 3
X3
3 3 3 3 3 3 3 3 4 3 3 3
X4
3 3 2 3 3 3 3 3 3 2 2 3
X5
3 3 3 3 3 3 3 3 4 3 3 3
X6
4 3 3 3 3 3 3 3 3 3 3 3
X7
3 3 3 3 3 4 3 3 3 2 3 3
X8
3 3 3 3 3 3 3 3 3 2 3 3
X9
3 3 3 3 3 3 3 3 3 2 3 3
X10
4 2 3 2 3 4 2 3 3 3 3 3
X11
4 3 2 3 3 3 3 3 3 3 3 3
X12
3 3 3 3 3 4 2 3 2 3 3 3
X13
3 3 3 3 3 3 3 3 3 2 3 3
X14
3 3 3 2 3 2 2 3 2 3 2 3
X15
2 2 2 3 3 3 3 3 3 3 2 3
3 3 3 3 3 4 3 3 3 4 3 3 3 3 4 3 4 3 3 3 3 3 3 3 3 3 3 3 3 3
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 3 4 3 3 3 2 3 2
3 3 3 3 3 3 3 3 3 3 3 2 3 3 3 3 3 4 3 3 3 3 3 3 4 3 3 3 3 3
3 3 3 3 3 3 3 3 2 4 3 3 3 3 3 3 3 4 3 3 3 2 1 3 3 3 3 2 4 2
3 3 3 3 3 3 3 3 3 3 3 2 3 3 3 3 3 4 3 3 3 3 3 3 4 3 3 3 3 3
3 3 3 2 3 1 3 3 3 3 3 2 3 3 3 3 3 2 3 3 3 1 3 3 3 3 3 3 3 2
3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 3 3 3 3 3 3 3 2 4 4 3 3 3 3 3
3 3 3 3 3 2 3 3 3 2 3 3 3 3 2 3 3 3 3 3 3 3 2 4 3 3 3 3 3 3
2 3 3 3 2 2 2 3 3 3 2 3 3 3 2 3 3 4 3 3 3 3 2 4 3 3 3 3 3 3
3 3 3 3 3 3 4 3 3 2 3 3 3 3 3 3 3 4 3 3 2 3 3 3 2 3 3 3 4 4
2 3 3 3 3 3 4 3 3 3 3 3 3 3 3 3 3 4 3 3 3 3 2 4 3 3 3 3 3 4
2 3 3 3 3 3 3 3 3 4 3 3 3 3 4 4 3 3 3 3 3 1 2 4 3 3 3 3 3 3
2 3 3 3 3 3 2 3 3 2 3 3 3 3 3 4 3 3 3 3 3 1 2 3 3 3 3 2 3 3
2 3 3 3 2 4 3 3 2 3 3 4 3 3 4 3 3 3 3 3 3 1 2 3 2 3 3 3 3 4
2 3 3 3 3 4 2 3 3 3 3 3 3 3 2 3 3 4 2 3 3 2 2 3 3 2 3 3 3 3
3 3 2 3 3 3 3 3 3 3
3 3 3 3 3 3 3 3 3 3
3 3 3 3 2 3 3 3 2 3
3 3 2 3 1 4 3 3 2 3
3 3 3 3 2 3 3 3 2 3
3 2 2 4 2 3 3 3 2 3
3 3 3 3 3 4 3 2 3 2
3 2 3 2 3 4 2 1 1 1
3 3 3 3 3 3 3 3 2 2
3 2 2 2 2 2 2 3 2 1
3 3 2 3 3 3 3 3 3 3
2 3 3 2 2 3 2 3 3 3
3 2 3 3 3 3 3 3 3 3
2 2 2 4 2 3 3 3 2 3
3 2 2 3 3 3 2 3 2 3
B. FREQUENCY
DISTRIBUTION
TABLE
AGE 15-25 25-40 40-60

>60
AMOUNT % 8 35 9 0 52 15.38461538 67.30769231 17.30769231 0 100
FOR CATEGORICAL DATA
1. Table 1 : The Consumer Gender GENDER AMOUNT % M F Total 20 32 52 38.46153846 61.53846154 100
Total
5. Table 5 : The Consumer Shopping 2. Table 2 : The Consumer Interest CONSUMER INTEREST AMOUNT % Attractive No Attractive Total 9 43 52 17.30769 2-3 82.69231 100 4-6 7-10 >10 3. Table 3 : The Consumer Income Rate INCOME RATE AMOUNT % 16 Rp 1 jt-Rp 2 jt Rp 2 jt-Rp 3 jt > Rp 3 jt -Total 16 12 6 2 52 30.76923 30.76923 23.07692 11.53846 3.846154 100 Total 6. Table 6 : The Frequency SHOPPING FREQUENCY AMOUNT % 32 19 1 0 0 52 Consumer
% 61.53846 1.923077 11.53846 3.846154 11.53846 5.769231 3.846154 100
61.53846 36.53846 1.923077 0 0 100
Occupation
OCCUPATION Student Entrepreneur Private Employee Government Employee Teacher House Wife The Others Total AMOUNT 32 1 6 2 6 3 2 52
4. Table 4 : The Consumer Age 61 | Matahari Dept. Store Discussion Group 2
C. 1.
PIE CHART AND HISTOGRAM FOR CATEGORICAL DATA Pie Chart for Categorical Data Pie Chart 1 : The Consumer Gender

62 %
38 %
Pie Chart 2 : The Consumer Interest
The Consumer Interest

17%
Attractive No Attractive
83%
Pie Chart 3 : The Consumer Income Rate
The Consumer Income Rate

4% 11% 23% 31% Rp 1 jt
31%
Rp 1 jt-Rp 2 jt
Rp 2 jt-Rp 3 jt
> Rp 3 jt --
Pie Chart 4 : The Consumer Age
The Consumer Age

0% 17% 16%
15-25 25-40 40-60
67%
>60
Pie Chart 5 : The Consumer Shopping Frequency
2%
The Consumer Shopping Frequency

0% 0%
37% 61%
1 2-3 4-6 7-10 >10
Pie Chart 6 : The Consumer Occupation
The Consumer Occupation

6% 4% Student Entrepreneur Private Employee Gevernment Employee Teacher
11% 4% 11% 2% 62%
2. Histogram for Categorical Data Histogram 1 : The Consumer Gender
35 30 25 20 15 10 5 0
The Amount
M Gender
Histogram 2 : The Consumer Interest
The Consumer Interest

60 Value 40 20 0 Attractive No Attractive Consumer Interest
Histogram 3 : The Consumer Income Rate
The Consumer Income Rate

20 15 Value 10 5 0 Rp 1 jt Rp 1 jt-Rp Rp 2 jt-Rp > Rp 3 jt 2 jt 3 jt Rate Income --
Histogram 4 : The Consumer Age
40 30 Value 20 10 0
The Consumer Age
15-25
25-40 40-60 Age Rate
>60
Histogram 5 : The Consumer Shopping Frequency
The Consumer Shopping Frequency

35 30 25 20 15 10 5 0 1 2-3 4-6 7-10 Shopping Frequency >10 value
Histogram 6 : The Consumer Occupation
The Consumer Occupation

35 30 25 20 15 10 5 0 Value
Occupation
Design Posters
Picture 1.11 Poster Matahari
Picture 1.13 Poster Matahari Fashion Design Contest
Picture 1.12 Poster Suntamorphorise
Design New Layout
Picture 1.14 Design Layout - Front
Picture 1.15 Design Layout Full Iso
Picture 1.16 Design Layout First Floor
Picture 1.17 Design Layout Second Floor
Picture 1.18 Design Layout Third Floor
Picture 1.19 Design Layout Fourth Floor
Picture 1.20 Design Layout First Floor Top
Picture 1.21 Design Layout Second Floor Top
Picture 1.22 Design Layout Third Floor Top
Picture 1.23 Design Layout Fourth Floor Top
Design Goodie Bag
Picture 1.24 Design Goodie Bag Front
Picture 1.24 Design Goodie Bag Front
Picture 1.26 Design Goodie Bag Fold
Design New Uniform
Picture 1.27 Design Uniform
The Jingle
Bila kau sedang bingung mencari tempat belanja yang bagus Jangalah cemas kawan kami selalu berikan yang terbaru untukmu Dengan konsep pakaian yang lebih Indonesia kami selalu siap melayani anda janganlah risau kawan kami slalu berikan yang terbaik
Reff Matahari department store tempat belanja kita,matahari departments store tempat belanja keluarga.
Radio Commercial
Matahari Department store hadir untuk mengisi hari-hari anda, kami menyediakan berbagai macam produk dari Indonesia mulai dari kain brukat,kain batik hingga kain bali.Nikmati juga diskon Rp 100.000 untuk minimal pembelanjaan Rp 300.000 di label khusus kami. Cerahkan hari-hari anda hanya di, Matahari.
Story Board
She is praying to the Lord to give her some new clothes for her and her family.
After praying, she is going to sleep.
In the morning after, after the sun rise, she open her eyes
She wakes up from her nice sleep.
She is walking down from her bed.
She is walking toward the sofa.
When she wanted to sit at the sofa, she stopped and stare for a while what things on the sofa.
She is wondering what is in it, and she knows it is from Matahari because it is Matahari shopping bag.
She looked into it and she knew it is some clothes for her and for her family.
She thanks to Matahari to give her those clothes.
Closing the commercial with our sales man and sales girl wearing our new uniform and with matahari logo beside them.
References
http://en.wikipedia.org/wiki/Communication_theory http://id.wikipedia.org/wiki/Matahari_Putra_Prima http://www.matahari.co.id http://202.43.163.90/ http://en.wikipedia.org/wiki/Carrefour http://www.ramayana.co.id/ http://www.toserbayogya.com/ http://en.wikipedia.org/wiki/Sogo http://web.metroindonesia.com/ http://tutor2u.net/business/marketing.html
Special references : Supervisor of Matahari Dept. Store Bandung Indah Plaza (BIP)

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PREFACE

Sincerely, Discussion Group A2

1 | Matahari Dept. Store Discussion Group 2

Consumer Analysis ......................................................................................................................... 27

Costumer Analysis .......................................................................................................................... 34

Media Selection Plan ...................................................................................................................... 41

Launch Plan ....................................................................................................................................... 42 3.4.1.1 3.4.1.2 3.4.1.3

4.1 4.2 4.3

3 | Matahari Dept. Store Discussion Group 2

4 | Matahari Dept. Store Discussion Group 2

5 | Matahari Dept. Store Discussion Group 2

6 | Matahari Dept. Store Discussion Group 2

Picture 2.1 Shannon-Weaver Model

Here is our Matahari Dept. Store communication model :

7 | Matahari Dept. Store Discussion Group 2

Languages such as Esperanto, programming languages, and various mathematical

eye contact, sign language, paralanguage, haptic communication, chronemics,

8 | Matahari Dept. Store Discussion Group 2

9 | Matahari Dept. Store Discussion Group 2

10 | Matahari Dept. Store Discussion Group 2

11 | Matahari Dept. Store Discussion Group 2

12 | Matahari Dept. Store Discussion Group 2

13 | Matahari Dept. Store Discussion Group 2

Brand Information of Matahari Department Store

14 | Matahari Dept. Store Discussion Group 2

While from national, Matahari cooperates with : Annisa, Pipinico.

15 | Matahari Dept. Store Discussion Group 2

16 | Matahari Dept. Store Discussion Group 2

SWOT ANALYSIS OF MATAHARI

17 | Matahari Dept. Store Discussion Group 2

Geographic : o Country : Indonesia o City : Bandung Targeting

Positioning 4P (product, price, promotion, place)

18 | Matahari Dept. Store Discussion Group 2

19 | Matahari Dept. Store Discussion Group 2

Picture 1.2 Matahari old logo

Picture 1.3 Matahari new logo

The meaning of the logo is :

20 | Matahari Dept. Store Discussion Group 2

Picture 1.4 Carrefour Logo

21 | Matahari Dept. Store Discussion Group 2

The product is complete It is comfortable to shop Cheap The shop is wide

Picture 1.5 Ramayana Logo

22 | Matahari Dept. Store Discussion Group 2

23 | Matahari Dept. Store Discussion Group 2

Picture 1.6 Yogya Logo

24 | Matahari Dept. Store Discussion Group 2

Positioning : Good product with affordable price

Picture 1.7 Sogo Logo

25 | Matahari Dept. Store Discussion Group 2

Picture 1.8 Metro Logo

26 | Matahari Dept. Store Discussion Group 2

2.3.1 Trend market

2.3.3 What Factors Affect Them To Buy The Product

27 | Matahari Dept. Store Discussion Group 2

28 | Matahari Dept. Store Discussion Group 2

2.3.7 Media Behavior

29 | Matahari Dept. Store Discussion Group 2

30 | Matahari Dept. Store Discussion Group 2

31 | Matahari Dept. Store Discussion Group 2

The Gender of Consumer

Picture 1.9 Pie Chart - The gender of consumer

The Consumer Age

15-25 25-40 40-60 >60