4848 travel is out of date. Some magical touch needed in the name of Marketing. Re-Branding was one way to kick it back competing with competitors in red ocean of travel industry in Bandung, Indonesia.

1. Transition Era
Glory Era Declining
4-8-1960 1970 1971 1990 2005 2011
Established PT. 4848
4 units of armada
200 units of armada Forgotten
Top of Mind
Changed armada
Pioneer

3. Note:
Travel service to Jakarta only
Package service not discussed

4. Armada:
Daihatsu Luxio type M (4 units)
Capacity:
5 persons
System:
Door to Door
Point to Point (Shuttle)

5. 2005 Purbaleunyi Toll Highway
X-Trans “Shuttle Travel Pioneer”
4848 Total Passenger in 2010
Capacity fulfilled:
20 of 40 seats per day
Source: Internal Data (April ‘10 - Dec ‘10)

8. Source: Analysis, 2011
Porter’s 5 Forces by Michael Porter

9. Segmentation Definition
Geographic Bandung or Jakarta citizen
Male and Female, all ages.
SES B (monthly household expenditure) : Rp. 1.800.001 to Rp. 3.000.000
Demographic SES C (monthly household expenditure) : Rp. 1.000.001 to Rp. 1.800.000
SES D (monthly household expenditure) : Rp. 600.000 to Rp. 1.000.000
Level of education : High school to bachelor degree
Routine trip (work and business)
Behavioral Non-Routine (holiday, visit friend, wedding invitation, shopping, etc)
Targeting Positioning

11. Logo BARAYA
STP
Segmentation Man and Women Man and Women Man and Women Man and Women Man and Women
all ages all ages all ages all ages all ages
Targeting All range of class Middle class, SES A-C Upper class Upper class Lower class
SES A-B SES A SES C-E
Positioning - Pelopor On-time Shuttle Trust and Care Executive Shuttle Travel termurah tapi bukan murahan
MARKETING MIX
Product Travel and Package Travel and Package Travel and Package Travel and Package Travel and Package
Price Rp. 65.000,- (Travel) Rp. 70.000.- (Travel) Rp. 70.000,- (Travel) Rp. 75.000,- (Travel) Rp. 55.000.- (Travel)
Rp. 10.000,- at first kg Rp. 30.000,- at first kg Rp. 30.000,- at first kg Rp. 30.000,- at first kg Rp. 20.000.- at first kg
Promotion No promotion website, mouth-to-mouth, website, mouth-to-mouth, website, mouth-to-mouth, mouth-to-mouth, armada,
billboard, outlet, armada, banner, billboard, outlet billboard, outlet outlet, billboard
armada, yellowpages armada, loyalty program
Place Head Office: Bandung Head Office: Jakarta Head Office: Bandung Head Office: Bandung Head Office: Bandung
Bandung; Sulanjana, Buah Batu Bandung; Cihampelas (3), MTC Bandung; BTC Pasteur, Cihampelas, Bandung; Dipati Ukur, Pasteur Bandung; Jalan Surapati
Jakarta; Kwitang, Mangga Dua Jakarta; Blora, Pancoran, Cipaganti, Dipati Ukur, Asia Afrika and Cihampelas Jakarta; Sarinah, Cikini,
Tomang, Pondok Indah, Buah Batu, Kopo and Pasteur Jakarta; Sudirman, Fatmawati, Bintaro, Ciputat, Melawai
Blok-M, Semanggi Jakarta; Blora, Grogol, Mangga Dua, Bintaro, Kelapa Gading Fatmawati
Cikini, Kuningan, Cempaka Mas, Tomang and Mangga Dua
Cilandak, Pancoran, Benhil
Kelapa Gading, Casablanca
People Lack of wealthness and Unifomity of service in every outlets. Unifomity of service in every outlets. Unifomity of service in every outlets.Good hospitality
lack of SOP SOPs are executed SOPs are executed SOPs are executed
Physical Evidence Outlet outlook nothing special. Offering the outlets with Indonesia's Offering the outlets with similar Offering luxury outlet. Exlusivity As budget travel company,the
traditional look. Such as uniqely wood concept. Comfort chair and modern were the concept of the outlet. outlet seem nothing special.
Javanesse chair. information board.
Process Manual. Not integrated. Integrated, modern. Integrated, modern. Integrated, modern. Integrated, modern.

13. Accessible pool/outlet
Route availability
Driver skill
Seat availability
Convenience
Hospitality
Employees' fast response
Safety
Waiting room's convenience
Appropriate price
Wide cabin space
Satisfy AC
Fleet display
Single seat 3.24 of 3.03 (industry mean)
Pool/outlet display
Member program
Bra nd Equity = Low

16. ee
Program Member Buy 1 get 1 fr
te)
1 free ticket for 7 tickets (same rou
itional)
Decreasing ticket p rice to Rp. 60.000 (add

18. Finding
New Uses
Segmentation Definition
Geographic Bandung or Jakarta citizen
Male and Female, All Ages
SES B (monthly household expenditure) : Rp. 1.800.001 to Rp. 3.000.000
Demographic SES C (monthly household expenditure) : Rp. 1.000.001 to Rp. 1.800.000
SES D (monthly household expenditure) : Rp. 600.000 to Rp. 1.000.000
Level of education : High school to bachelor degree
Behavioral Routine trip (work and business)
Non-Routine (holiday, visit friend, wedding invitation, shopping, etc)
Introvert Wallflower
Psychographic Confident Establish
Savvy Conqueror
Lowe Indonesia, 2009

19. Finding
New Uses
Segment Demographic
Segment SES B SES C SES D
Bandung Citizen
Geographic
Jakarta Citizen
Routine
Behavioral
Non-Routine
Inovert Wallflower
Psychographic Confident Establish
Savvy Conqueror
“Menjadi travel terpercaya pilihan masyarakat dengan harga terjangkau
dan kualitas service excellent”

21. Entering
New
Market
Open new pool @ Blora, Kelapa Gading and Pasteur
Tanah Abang, Taman Puring, Dufan

22. Repositioning
the Brand Changing association
Be different. Memorable
Symbol Exposure
Involve slogan or jingle
Publicity

24. Marketing Mix Code Activity Price (Rp.) Budget (Rp.) Details
New Fleet
Luxio 1.5 M White 150,000,000 600,000,000 Pasteur - Blora
I.3 Pasteur - Kelapa Gading
Product (mobil-daihatsu.com, 2011)
Stickering the fleet 2,000,000 16,000,000
RA.2 (M8 Design, 2011)
New logo/tagline 400,000
400,000
Rent Ruko at Jakarta 150,000,000 300,000,000 Blora (1), Kelapa Gading (1)
Place E.1 Pasteur (1)
Rent Ruko at Bandung 100,000,000 100,000,000 (rumahyes.com, 2011)
Renovation of pool/outlet 5,000,000 25,000,000
Physical Evidence E.1
Interior Design 10,000,000 50,000,000
Integrated System 20,000,000
(storage data base) 20,000,000 (Ransoft Software House, 2011)
Process RP
SMS for confirmation 400,000 7,200,000
Newspapers 10,000,000 180,000,000 Once a month
RA.3
Brochure 1,500 1,500,000 1000 copies
I.1 Buy 1 ticket free 1 ticket 60,000 86,400,000 Once a month
Promotion
I.2 Free 1 ticket for 7 ticket 60,000 43,200,000 18 month
I.4 Discount 50,000 36,000,000 18 month
RA.4 Bins for Car Free day 100,000 2,000,000 Event Sponsorship
Free from Ransoft
Software Training Software System training
People RP Uniform (Rompi) 40,000 3,200,000 80 peoples
Service Training 200,000 6,000,000 80 peoples
Total 1,451,900,000

25. Work Plan
Marketing Mix Code Activity
Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8 Period 9
New Fleet
I.3
Luxio 1.5 M White
Product
Stickering the fleet
RA.2
New logo/tagline
Rent Ruko at Jakarta
Place E.1
Rent Ruko at Bandung
Renovation of pool/outlet
Physical Evidence E.1
Interior Design
Integrated System
Process RP (storage data base)
SMS for confirmation
Newpaper
RA.3
Brochure
E.1 Buy 1 ticket free 1 ticket
Promotion
E.2 Free 1 ticket for 7 ticket
I.4 Discount Price
RA.4 Bins for Car Free day
Software Training
People RP Uniform (Rompi)
Service Training

31. Produ
ct

32. Proces Customer
Calling
Man
s Ask:
-Name
ual, No on-line Is customer call as a
-Place to departure
-Destination Passenger will
-Amount and number of seat be re-confirm by
passenger? Yes
-Time to departure 4848 via phone
-Private number to call
Give ticket price
No
Keep service as
Is the seat
well as
available?
passenger
Coordinating
Is the seat available No with point
as customer request? office of
departure
Yes
Confirming
Is time of schedule and
order division
number of seat available
then re-call the as customer request?
customer Yes
Yes
No
Coordinating
Say Thank You Is the customer agree
possible departure
and Thank to with the change of
No schedule? schedule close to
call 4848
customer request

33. Competitor High
Analysis
Price
Low High
Service
BARAYA
Low

34. Surve
y respondents
400
93 online
307 face to face

35. Brand Association
Route availability
Seat availability
Travel Pioneer
Accessible Pool/Outlet
Appropriate Price
Waiting Room Cleanliness
Pool convenience
New fleet
Prestigious

36. vel
Customers Demand of Tra Perceived Quality (Importance Level)
Attribute Score
Accessible pool/outlet 3.715
Route availability 3.685
Driver skill 3.683
Seat availability 3.673
Convenience 3.658
Hospitality 3.658
Employees' fast response 3.653
Safety 3.648
Waiting room's convenience 3.568
Appropriate price 3.563
Wide cabin space 3.515
Satisfy AC 3.510
Fleet display 3.453
Single seat 3.435
Pool/outlet display 3.425
Member program 3.163

37. vel
Customers Demand of Tra Perceived Quality
Mean / variable
Code Attribute Mean
(total)
FLEET
PA4 Convenience 3.658
PA3 Safety 3.648
PA2 Cabin wide space 3.515 3.422
PA5 Adequate of AC 3.510
PA7 Single seat 3.435
PRICE
PH1 Appropriate price 3.563 3.116
DISTRIBUTION
PD1 Accessible pool/route 3.715
PD3 Route availability 3.685 3.431
PD2 Seat availability 3.673
PROMOTION
PR4 Fleet display 3.453
PR3 Pool / outlet display 3.425 3.030
PR5 Member program 3.163
SERVICE
PL2 Driver skill 3.683
PL3 Hospitality 3.658
3.454
PL1 Employees’ fast response 3.653
PL4 Convenience waiting room 3.568

38. Perceived Quality (Performance Level)
Scoring
Attribute
Industry Mean 4848 Cipaganti X-Trans
Accessible pool/outlet 3.715 3.725 3.746 3.678
Route availability 3.685 3.627 3.775 3.658
Driver skill 3.683 3.667 3.658 3.746
Seat availability 3.673 3.608 3.664 3.775
Convenience 3.658 3.627 3.651 3.662
Hospitality 3.658 3.611 3.627 3.704
Employees' fast response 3.653 3.608 3.584 3.732
Safety 3.648 3.647 3.611 3.676
Waiting Room's convenience 3.568 3.510 3.564 3.606
Appropriate price 3.563 3.569 3.544 3.563
Wide cabin space 3.515 3.510 3.523 3.437
Satisfy AC 3.510 3.549 3.450 3.451
Fleet armada 3.453 3.451 3.470 3.451
Single seat 3.435 3.255 3.443 3.423
Pool/outlet display 3.425 3.392 3.430 3.437
Member program 3.163 3.014 3.188 3.196
AVERAGE 3.563 3.523 3.558 3.575

39. Perceived Quality (Performance Level)

40. Brand Loyalty
Cipaganti X-Trans 4848
Attribute Code Mean
Mean
Commited Buyer BL5 3.15 3.23 3.17 3.09
Like the Brand BL4 2.65 2.70 2.71 2.55
Satisfied Buyer BL3 2.68 2.88 2.73 2.43
Habitual Buyer BL2 2.69 2.77 2.86 2.68
Switcher/No Brand Loyalty BL1 3.03 3.08 3.00 3.24

41. SWOT Analysis Opportunities
No Change Strategy Growth
Weakness Strength
Turnaround Diversification
Threat
Source: Porter’s Generic Strategy

42. Root of Problems

43. Brand Revitalization
Gudang Garam

45. Source: David Aaker,1991

46. Entering
New focus on customer’s demand
Market
Open Routepool @ Blora, Kelapa Gading and Pasteur
new Day From To
Monday 7.00 15.00
Tanah Abang
Thursday 7.00 15.00
Glodok Tuesday 7.00 15.00
Pasteur
Taman Puring
Tanah Abang, Taman Puring, Dufan
Wednesday 7.00 15.00
Saturday 8.00 19.00
Dufan, Ancol
Sunday 8.00 19.00
Saturday 8.00 20.00
Blora Trans Studio
Monday 8.00 20.00

47. Repositioning
the Brand focus on Brand Equity
1. Changing Association
4848’s tagline
Providing Excellent Service
Innovation
2. Add value by differentiating
Emotional benefit

48. Repositioning
the Brand focus on Brand Equity
Increasing Brand Equity
Perceived Quality
Delivering High Quality
Commitment to Quality Measurement/goal/standard
A quality culture Customer expectation
Customer Input Allow employee initiative
Making Perceptions match with Actual Quality
Brand Loyalty Treat the Customer Right
Stay close to the customer

49. Rp. 2 Billion
Timeline Impact
First 18 months Build awareness, recall, and understanding
Month 19-month 36 Start to see result of communication efforts
Month 37-month 48 Loyalty is built and word of mouth spreads
Source: Keller, 2008

50. Implementation Plan
Brand Revitalization Components Sub-components Code
Buy 1 get 1 free I.1
Free 1 ticket for 7 tickets I.2
Increasing Usage
Add new fleet I.3
Discount price I.4
Introvert Wallflower
Confident Establish
Finding New Uses Savvy Conqueror F
Low Middle Class
Add Positioning
Open Pool/outlet E.1
Entering New Market
Open Dropping System E.2
Changing Association:
Providing excellent service R.1
Repositioning the brand Tagline Innovation (Taxi) R.2
Innovation (Program member)
R.3
Add Value by Differentiating Family touch R.4
Involve a slogan or jingle RA.1
Brand awareness Be Different. Memorable Symbol Exposure RA.2
Publicity RA.3
Event Sponsorship RA.4
Brand Association: RB.1
Commitment to Quality
A Quality Culture
Customer Input
Measurement/goals/standards
Perceived Quality Delivery High Quality RP
Allow Employee Initiative
Customer Expectation
Making Perceptions match with
Actual Quality
Treat the customer right
Brand Loyalty RL
Stay Close to the customer

51. Implementation Plan
High
R.1
E.1
I.4 I.3
RP
I.1
RL F RA.3
I.2
R.3 R.2 RA.2 RA.4
Impact
R.4 E.2
RA.1
Low
Hard Ease to Implement Easy
Source: Watanabe, 2011

52. Implementation Plan
Budget used Rp. 1,451,900,000
Work Plan
Marketing Mix Code Activity
Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8 Period 9
New Fleet
I.3
Luxio 1.5 M White
Product
Stickering the fleet
RA.2
New logo/tagline
Rent Ruko at Jakarta
Place E.1
Rent Ruko at Bandung
Renovation of pool/outlet
Physical Evidence E.1
Interior Design
Integrated System
Process RP (storage data base)
SMS for confirmation
Newpaper
RA.3
Brochure
E.1 Buy 1 ticket free 1 ticket
Promotion
E.2 Free 1 ticket for 7 ticket
I.4 Discount Price
RA.4 Bins for Car Free day
Software Training
People RP Uniform (Rompi)
Service Training

53. Implementation Plan
Code Product Price Place Promotion P.E. Process People S T P
I.1
I.2
I.3
I.4
F
E.1
E.2
R.1
R.2
R.3
R.4
RA.1
RA.2
RA.3
RA.4
RB.1
RP
RL

54. Implementation Plan
Target High
Price
Low High
Service
BARAYA
Low

55. on
Brand Analysis Based
Survey Brand Awareness

56. Respondents Profile

57. Respondents Profile

58. Respondents Profile

59. Respondents Profile

60. SES by Frontier
Expenditure SES Amount
< Rp. 600.000 E 4.20%
Rp. 600.000 - Rp. 1.000.000 D 19.80%
RP. 1.000.001 - Rp. 1.800.000 C 38.80%
RP. 1.800.001 - Rp. 3.000.000 B 22.30%
> Rp. 3.000.000 A 15.00%
source: Frontier
Available at http://www.marketing.co.id/kampus/2011/07/13/kasus-
segmentasi-ac-nielsen/
July 13, 2011. accessed date 10
September 2011.

61. Marketing Mix Code Activity Price (Rp.) Budget (Rp.) Details
New Fleet
Luxio 1.5 M White 150,000,000 600,000,000 Pasteur - Blora
I.3 Pasteur - Kelapa Gading
Product (mobil-daihatsu.com, 2011)
Stickering the fleet 2,000,000 16,000,000
RA.2 (M8 Design, 2011)
New logo/tagline 400,000
400,000
Rent Ruko at Jakarta 150,000,000 300,000,000 Blora (1), Kelapa Gading (1)
Place E.1 Pasteur (1)
Rent Ruko at Bandung 100,000,000 100,000,000 (rumahyes.com, 2011)
Renovation of pool/outlet 5,000,000 25,000,000
Physical Evidence E.1
Interior Design 10,000,000 50,000,000
Integrated System 20,000,000
(storage data base) 20,000,000 (Ransoft Software House, 2011)
Process RP
SMS for confirmation 400,000 7,200,000
Newspapers 10,000,000 180,000,000 Once a month
RA.3
Brochure 1,500 1,500,000 1000 copies
I.1 Buy 1 ticket free 1 ticket 60,000 86,400,000 Once a month
Promotion
I.2 Free 1 ticket for 7 ticket 60,000 43,200,000 18 month
I.4 Discount 50,000 36,000,000 18 month
RA.4 Bins for Car Free day 100,000 2,000,000 Event Sponsorship
Free from Ransoft
Software Training Software System training
People RP Uniform (Rompi) 40,000 3,200,000 80 peoples
Service Training 200,000 6,000,000 80 peoples
Total 1,451,900,000

62. Group Definition Product Choices
Bapak baik-baik Tipe ideal, sederhana, tidak banyak Konservatif, berdasarkan
(Confident Establish) kemauan, berorientasi pada keluarga, fungsi/kegunaan dan harga
Proporsi 15,2% seimbang antara kehidupan, pekerjaan terjangkau.
dan hobi. Tidak menyukai TV dan iklan.
Ibu-ibu PKK Serupa dengan tipe Bapak baik-baik
(the Optimistic Domestic) hanya gender adalah wanita. Lebih Produk -produk Value of money,
Proporsi 13,5% menyukai produk yang merefleksikan merek produk terkenal
diri sendiri (nilai agama, cinta, keluarga)
Demi Teman SES C dan D, pria perkotaan. Produk yang menonjolkan
(changed-expected Lad) Mengutamakan aspirasi kelompok. emotional benefit, karena
Proporsi 10,5% seringkali dianggap sebelah
oleh masyarakat
Lembut Hati Terdiri dari wanita yang tinggal di desa Tidak terlalu peduli pada
(Cheerful Humanist) dan tidak terlalu kaya. Brand yang emotional value yang sifatnya
Proporsi 8,1% menekankan nilai-nilai kebersamaan, materialistis
persahabatan, bermanfaat bagi orang lain
Pasrah Karakter pasrah, tingkat pendidikan dan Produk yang menonjolkan
(Introvert Wallflower) sosial ekonomi rendah fitur dasar, good value
Proporsi 16%
Karakter yang tertantang dengan adanya
Main Untung suatu yang baru, tertantang meraih Produk bermerek dan berkelas
(Savvy Conqueror) kejayaan bukan karena uang yang menonjolkan life style
Gaul Glam Karakter yang menyukai membangun Produk yang memiliki diferensiasi
(Networking Pleasure jaringan, persahabatam, sebagai investasi jelas dan premium
Seeker) masa depan, SES A
Bintang Panggung Konsumen yang berhasil akibat kerja keras,
(Spontaneuos Fun-Loving berpikir rasional dalam pengeluaran, Produk berkualitas harga ekonomis
Proporsi 13,6% memiliki komunitas

63. Brand Equity Review