Rest Area Tol Cipali 101

Target : Arus balik lebaran 2016

Wakil Direktur Utama PT Lintas Marga Sedaya (LMS),
Hudaya Arryanto, mengatakan, walaupun puncak arus
balik telah terjadi pada H+2 Lebaran, Sabtu 9 Juli 2916
lalu dengan volume sebesar 61.070 kendaraan, tetapi
arus lalu lintas sampai dengan Selasa 12 Juli 2016
masih ramai. Volume kendaraan arus balik masih tinggi
ada di kisaran 58.000-59.000 per hari.
Why ?
Peraturan Presiden Nomor 3 Tahun 2016 tentang
Percepatan Pelaksanaan Proyek Strategis Nasional pada
8 Januari 2016.

Terdapat 47 proyek infrastruktur jalan tol yang masuk

dalam daftar proyek strategis nasional dan dilansir pada
Selasa (26/1/2016).
Jalan Tol
Serang-Panimbang (83,6 km), Jalan Tol Pandaan-Malang (3
7,62 km), Jalan Tol Soreang-Pasir Koja (11 km), Jalan T
ol Cileunyi-Sumedang-Dawuan (59 km), Jalan Tol
Pejagan-Pemalang (58 km), dan Jalan Tol
Goal

50 Cabang dalam 5 tahun

Brand role
Search goods (visual)
Experience goods (product trial)
Credence goods (consumers may really learn product
attributes)
Advantage brand awareness

Learning Advantage
Consideration Advantage
Choice Advantage
Proposed idea
Building brand Value
Phase sme brand building
Creating brand equity
 CAK Karto
H1
x1

y z
H2 Brand equity
Price customer
program
H2
x2
H3

Advertising

x3
 Batasan waktu
Tujuan
Customer

Bab 2 membuktikan bab 1

Developing Brand marketing
program to build brand equity SME
Cak Karto
 Cheap Down to earth

Cheerfull Fast

Fammily
friendly Oriented
Source of brand equity
Brand Awareness
Indentifyng and establishing brand
positioning
Who the target consumer.?
Who the main competition?
How the brand is simmiliar to these competitor?
How the brand is different from them?
Marketing Program
Product strategy

Pricing Strategy
Marketing communication
ADD
MOBILE
SMS using 10 km AREA
Place Advertising
Billboard and poster
Interactive
Social Media
Consumer promotion
Word of mouth