Implementation of Marketing Mix Strategy for Startup Business:

Fruit Combining

Ribut Yuliantoro

, Tantri Yanuar Rahmat Syah

, Semerdanta Pusaka

and Arief Kusuma Among

Praja

Faculty of Economics and Business, Esa Unggul University, Jakarta, Indonesia

Keywords: Marketing Strategy Planning, Marketing Mix.

Abstract: Nowadays, business rivalry in the food and beverages industry is going tightly and push the company to

planan innovative marketing strategy. To capture the market needs, the company should have added value to

their product. Also, the company must also have a good marketing strategy to attract potential consumers.

Fruit combining is one of creative innovation product that combines the original fruit and jelly in one

package, which combines the need for vitamins in fruits and fibers in the jelly. Fruit combining are expected

to be the solution in modern society to savor the fruit. Not even in the flavor of fruit, but it can also

represent an alternative for daily fruit consumption society. Urban family activities are indeed heavy, if they

did not have time to cut and to process fresh fruit at home, fruit combining products could be a good

alternative to substitute the need for fiber and vitamins needed by the body. In order to compete and hold

out, focusing activity and company business process have to concentrate on dynamic customers’ needs until

the purpose of filled customers needs and customers satisfaction will be completed. Because of that, our

start-up business focusing on how to sell their new product fruit combining. The purpose to be achieved are

to give more innovative marketing strategy based on dynamic society changes to arrogate the fruit

combining market. Analyze and information obtained and limited in Banten and Jakarta area. Result and

conclusion from these researches are about information of consumer behaviors concerning fruit combining

products and information about strengths and weakness of the product see based on current marketing

concepts. Moreover, the end, based on received and refined data, we conclude that a strategic marketing

planning will arrogate market, brand awareness and market educated from fruit combining special quality.

1 INTRODUCTION

Nowadays, the competition in the food and

beverages industry is getting tight. It can be seen

from the number of products in circulation quite a

lot, so consumers should be selective. To capture the

desired market, the company should have added

value to the product being sold. Also, the company

must also have a good marketing strategy to attract

potential consumers.

Fruit combining is one of creative innovation

product that combines the original fruit and jelly in

one package, which combines the need for vitamins

in fruits and fibers in the jelly. Fruit combining are

expected to be the solution in modern society to

savor the fruit. Not even in the flavor of fruit, but it

can also represent an alternative for daily fruit

consumption society.

2 PROBLEMS

Urban family activities are indeed heavy, if they did

not have time to cut and to process fresh fruit at

home, fruit combining products could be a good

alternative to substitute the need for fiber and

vitamins needed by the body.

3 OPPORTUNITY

Having this opportunity, PT Redceri Indonesia tried

to launch a fruit combining products: Redceri Pure

Fruit Jelly with two variants,i.e. Orange and Carica.

This product is trying to enter a niche market which

is currently in the domination by import products

such as Tarami from Japan, Korea and of Tutto Sun

Moon from Singapore. Although other similar

462

Yuliantoro, R., Yanuar Rahmat Syah, T., Pusaka, S. and Kusuma Among Praja, A.

Implementation of Marketing Mix Strategy for Startup Business: Fruit Combining.

DOI: 10.5220/0009949604620470

In Proceedings of the 1st International Conference on Recent Innovations (ICRI 2018), pages 462-470

ISBN: 978-989-758-458-9

Tahun

Total Pengeluaran Per

Tahun (Rp)

Tingkat

Konsumsi

Buah (%)

Konsumsi Buah Per

Tahun (Rp)

2010 1.416.358.027.032.000 2,46% 34.842.407.464.987

2011 1.723.934.003.097.600 2,46% 42.408.776.476.201

2012 1.865.042.051.745.600 2,46% 45.880.034.472.942

2013 2.100.704.535.049.200 2,46% 51.677.331.562.210

2014 2.348.255.448.883.200 2,46% 57.767.084.042.527

2015 2.664.432.341.415.940 2,46% 65.545.035.598.832

2016 3.022.050.683.731.970 2,46% 74.342.446.819.806

2017 3.426.378.625.141.230 2,46% 84.288.914.178.474

2018 3.883.326.569.827.500 2,46% 95.529.833.617.757

2019 4.399.533.773.714.140 2,46% 108.228.530.833.368

2020 4.982.470.086.779.580 2,46% 122.568.764.134.778

products havebeen circulated, PT Redceri Indonesia

gives added value of this new product. Competition

entered quite large, the company tried to do a

marketing strategy planning to sell this product so

that the community or consumer can accept it.

4 MARKETING STRATEGIES

A description of the marketing strategy planning and

marketing mix PT Redceri Indonesia refers to the

organizational planning framework as follows:

Figure 1. Three Levels of Organizational Planning

(William J. Stanton, Fundamentals of Marketing, 10th

Edition)

In the company marketing plan includes 5 (five)

stages of the process,i.e. as follows:

 Conduct a situation analysis.

 Develop marketing objectives.

 Choosing a target market and measuring

market needs.

 Determining the position (Positioning).

 Designing a marketing mix strategy.

4.1 Conduct a Situation Analysis

Situation analysis is conducted by the company to

understand the marketing environment towards the

products offered. The marketing environment

consists of fruit combining business people and

outside marketing forces that can influence

marketing management's ability to develop and

sustain successful transactions with its targeted

customers.

The intensity of rivalry, not only PT Redceri

Indonesia which produces food or beverage types of

fruit combining in packaging to customers in

Indonesia. Based on the analysis of strategic groups,

there are currently 3 (three) fruit combining

manufacturers who areselling their products in

Indonesia such as Tarami Corporation Japan, Tutto

Company Ltd. Korea, and Sun Moon Food

Company Ltd. Singapore. Refers to the analysis that

makes them a major threat to PT Redceri Indonesia's

market segment. Some of the strategies that the

company performed to win the competition and

surviveis to determine how to improve the quality of

products that produced, taste, and service to

consumers well by trying new ways and new

product innovations that increasingly more to attract

customers. Also, the company pricing strategy by

pressing product prices through the utilization of

distribution cost increment issued by the competitors

to attract as many consumers in the market without

lowering the quality of the product.

Currently, many local producers who only focus on

producing jelly potentially become a competitor for

PT Redceri Indonesia. However, this does not

necessarily make jelly producers easily enter the

fruit combining industry because it will get much

difficulty in entering the market, especially the

problem of processing technology.

The availability of many substitute products will

limit the flexibility of players in the industry to

determine the selling price of the product. The

substitute product will be one of the threats to the

products offered by the company such as fruit

yoghurt, fruit juice, and candied fruit.

Market growth, the growth of per capita fruit

consumption value in Indonesia each year has

increased by 14.85%. In 2016, the projected value of

money circulating in the community for fruit

consumption reaches more than 74 trillion Rupiah.

As illustrated in the following table:

Table 1. Projected Expenditure Increasing per Capita

Consumption of FruitYear 2015 – 2020

Processed from the results of the National

Socioeconomic Survey (Susenas)

Quarter I-2012, I-2014, BPS

This is a great potential in the utilization of fruits

offered to the community in different forms. With

Implementation of Marketing Mix Strategy for Startup Business: Fruit Combining

463

VARIABEL KETERANGAN

Geografis Wilayah Jakarta dan Banten

Luas Wilayah

7.659 Km

dan 9160 Km

Populasi 9.988.329 dan 10.469.523 jiwa

Pemerintah Propinsi

Iklim Kemarau dan Penghujan

Demografis Umur 5 - 49 tahun

Jenis Kelamin Pria - Wanita

Ukuran Keluarga 1-2, 3-4, 5+

Pendidikan Sekolah Dasar - Perguruan Tinggi

Psikografis Kelas Sosial Menengah ke atas

Gaya Hidup Achievers

Kepribadian Suka berteman

Perilaku Kesempatan Belanja Kesempatan tetap

Manfaat Yang Dicari Kualitas dan Ekonomis

Tingkat Kesiapan Menyadari

Sikap Terhadap Produk Antusias dan Positif

such growth value and with the abundant supply of

fruit and not yet utilized, is an opportunity for

companies to run this business.

The fruit combining industry has an important role

in the national food industry, especially in fulfilling

the fruit demand, especially the need for vitamins.

The percentage of fruit as a source of the vitamin is

4.26% of all common food ingredients consumed.

The level of consumption of fruit is very large, this

is a potential market for PT Redceri Indonesia. The

availability of fruit combining is still limited because

the existing producers are still limited from abroad

or imported products. Also, the public difficulty in

finding fruit combining that can assure the quality,

halal and affordable prices. Fruit combining that

existing today is still quite expensive and has a taste

that is less suitable for the people of Indonesia.

Market access, the company as effectively as

possible managing access strategy enters the market

for the success of the company's overall business

model. Applying the right market access strategy is

supported by the specific tools needed to manage the

sales network in the company's distribution system.

Also, the success rate of entry into the market really

depends on the competitive advantage of the fruit

combining products offered by the company.

In the early stages of production, PT Redceri

Indonesia entered the market through two ways of

marketing, namely indirect sales and direct sales.

Indirect sales, the company sell the products through

food and beverage distributors, while the direct sales

through cooperation with Indomaret retailers or

hospitals.

4.2 Develop Marketing Objectives

Determination of the marketing objectives to be

achieved by the company must be in harmony with

the vision, mission and strategy that the company

sets and must be able to translate the strategy and

goals of the company's organization. The first

objective is within the next five years to become a

market leader in the food and beverage industry that

creates natural products in the marketing areas of

Jakarta and Banten, has a strong distribution channel

and builds strong brand awareness, and reaches

15.52% Return of Investment in the first year (Y-1)

of the total sales revenue and change the salary

payment system of all sales marketing employees

from salary compensation base to sales commission

base, it aims to motivate the increase of selling rate

of products offered.

4.3 Market Segmentation

Market segmentation and market diversity are two

interrelated concepts. Without a diverse market of

people with different backgrounds, countries of

origin, interests, needs, and desires, there is little

reason to market segmentation.

Before the acceptance of the broad marketing

concept, the common way to do business with

consumers is through mass marketing, which is the

same product offering or marketing mix to everyone.

Market segmentation follows as a more logical way

to meet consumer needs.

Figure 2. Market Segmentation Steps

(Source: William J. Stanton, Fundamentals of

Marketing, 10th Edition)

Market segment, buyers have unique needs and

desires, potentially, each buyer is a separate market.

To that end, the company determines the market

segment based on income groups and age groups.

In the group of earnings, the company takes the

market segment for groups of people with middle

income upwards. As for the age group the company

sets the market segment for the age group of 5 (five)

to 49 (forty-nine) years. The variable determination

of market segments of the company can be classified

as follows:

Table 2. VariableDetermination of Market Segments

Geographical segmentation, in the early stages of

marketing the company, set the market share in the

Jakarta and Banten areas. With the population

growth rate in the region reaching 2.1% per year.

Also, the company determines the effect of climate

on its marketing mechanism. Based on market

ICRI 2018 - International Conference Recent Innovation

464

Sosial Ekonomi

Gender Pria Wanita Pria Wanita

Kelompok Umur :

5-9 9.423,80 4.735,46 4.688,34 4.711,90 2.367,73 2.344,17

10-14 9.030,84 4.538,00 4.492,84 4.515,42 2.269,00 2.246,42

15-19 8.864,40 4.454,36 4.410,04 4.432,20 2.227,18 2.205,02

20-24 8.627,60 4.335,37 4.292,23 4.313,80 2.167,68 2.146,12

25-29 8.364,56 4.203,19 4.161,37 4.182,28 2.101,60 2.080,68

30-34 8.198,80 4.119,90 4.078,90 4.099,40 2.059,95 2.039,45

35-39 7.974,60 4.007,24 3.967,36 3.987,30 2.003,62 1.983,68

40-44 7.443,72 3.740,47 3.703,25 3.721,86 1.870,23 1.851,63

45-49 6.662,80 3.348,06 3.314,74 3.331,40 1.674,03 1.657,37

Atas

SEGMEN PASAR

Menengah

behavior, for food and beverage products with the

content of fruit or juice will increase demand during

the dry season and tend to decline during the rainy

season.

Demographic segmentation, on this assignment the

company offers its products for the 5-49 years age

segment, because the products offered are designed

to suit the particular needs of a particular age

segment. Redceri Pure Fruit Jelly products use

native fruit instead of fruit juice,so it is not suitable

for under 5 years old who have not been able to

chew. Also, this product also uses pure sugar that is

not suitable for the segmented market age over 49

years related health issues about excess sugar

consumption that causes diabetes. Also, the

company does not include or specific designation of

segmentation based on gender, educational level and

family size. This is because Redceri Pure Fruit Jelly

products offer general products with the benefit of

consuming fruit and fiber consumption.

Psychographic segmentation, people's purchasing

power dependence still has a strong influence in

preference to the desire to buy a product. To that

end, the company sets its market segment for upper-

middle-class social class by building traits that can

attract the interest of the class society such as

strengthening brand awareness in the form of

packaging or display and the quality of class

products. When compared with the original fruit, the

culture of the people in consuming fruit combining

fruit is still not popular. However, with the modern

lifestyle changes that want practicality, there is a

special market segment that is large enough to work

on. This is evident from the number of fruit

consumption from year to year increased and

reached the number of tens of tons. The specific

market segment in question is the market segment

that does have a passion and taste to consume fruit

with more practical and easy to get (Customer

Familiarity). Also, the attraction of people to the

goods is influenced by lifestyle and the goods can

express the lifestyle. Companies are trying to

improve market segmentation based on consumer

lifestyles as well as certain community groups.

Redceri Pure Fruit Jelly is positioned as the ideal

food product for healthy, natural, halal and active or

mobile lifestyle. Finally, PT Redceri Indonesia is

targeting achievers as a marketing appeal of its

products.

Segmentation of behavior, consumers, can be

grouped according to knowledge, attitude, use, and

response to a product. Of the trusted behavior

variables are the best starting point for building

specific market segments. Indonesian people have a

habit of consuming fruit only at lunch, for that

company needs to build a brand image that the

product offered can be consumed throughout the

day. Also, the company uses the benefit

segmentation to position the Redceri Pure Fruit Jelly

product as halal, healthy and economical. This is

useful for building consumer awareness of healthy

living as well as enthusiasm and positive responses

to the products that the company has to offer.

Target market, based on market segmentation that

has been done, the company set the main target

market is age group of 10-29 years with middle

social class and above. This is set to simplify the

marketing communication pattern of Redceri Fruit

Jelly products at an early stage. The target setting is

described as in the table as follows:

Table 3. Target MarketRegion DKI Jakarta-Banten

(in thousands)

Processed from BPS data in 2014

From table 3, the age group of 10-29 years (yellow

mark) reached 62.36% of the total market segment

5-49 years age group with middle and upper social

class. Companies in the early stages of using an

undifferentiated marketing strategy with one offer to

enter the market. Redceri Pure Fruit Jelly's product

offerings will focus on the general needs of

consumers, not to differentiate. This is done by the

company at an early stage to make cost savings such

as similar product lines keeping production,

inventory and transportation costs low.

However, the company will keep in mind the

product lifecycle stage, for which the company

strengthens the Research and Development Division

to conduct market research and product development

based on the segmentation that has been done.

Currently, competitors in the market still use all-

around marketing.

Implementation of Marketing Mix Strategy for Startup Business: Fruit Combining

465

4.4 Determining the Position

(Positioning)

Positioning is an action in shaping the image in the

minds of consumers (Kotler, 2006). In the

positioning statement there should be a formula

established on: Target Segment - an explanation of

the segment targeted by the company, Brand Name -

the name of the product offered, Frame of

Reference. The product category offered, Point of

Differentiation - the uniqueness of the offered

product compared to Products of the same category,

and Reason to Believe - evidence to reinforce the

uniqueness of the product offered (Tybout &

Calkins, 2005).

Based on it, the company tries to shape the product

image with product Tagline for Redceri Pure Fruit

Jelly's is 'Your Pure Fruit Jellycious', while its

Positioning Statement is ‘Untuk masyarakat

Indonesia yang sehat, Redceri Pure Fruit Jelly

adalah fruit combining kombinasi jelly dengan buah-

buahan segar sebagai asupan vitamin yang halal,

praktis dan rasa yang berbeda karena hanya Redceri

Pure Fruit Jelly produk dalam negeri yang di proses

secara higienis dan modern'. Positioning this

statement is formed on:

Target Segment : Healthy Indonesian.

Brand Name : Redceri Pure Fruit Jelly

The frame of Reference : Fruit Combining combination of

jelly and fresh fruits

Point of Differentiation : As a halal vitamin intake,

practical and different flavors.

Reason to Believe : Hygienic and modern processed

domestic products.

Figure 3. Positioning Statement

4.5 Designing a Marketing Mix

Strategy

The marketing mix is a marketing strategy used by a

company to market Redceri Pure Fruit Jelly

products. As for the marketing of its products, the

company establishes two marketing mechanisms

namely direct sales through cooperation with

retailers or hospitals with the concept of business to

customer (B2C) and sales through cooperation with

distributors with the concept of business to business

(B2B). To be able to enter into the sales of fruit

combining to such parties, the company notices

several things such as product - hygienic and gives

clear benefits and prices - as a substitute product no

higher price of substituted goods.

Marketing strategy for direct sales through

cooperation with retailers or hospitals or B2C

concept using 4P (Product, Place, Price, Promotion).

The translation of these strategies are:

The product, according to Kotler: in planning

product offerings to customers should have five

levels that each level gives more value to customers.

Five levels are Product Core Benefit, Basic Product,

Expected Product, Augmented Product and Potential

Product.

Figure 4. Five Levels of Product

(Source: Kotler 2003:408)

For Redceri Pure Fruit Jelly are as follows: Product

Core Benefit: Fruit Combining fruits and jelly; Basic

Product: natural, halal and practical in enjoying the

fruit; Expected Product: the freshness of the fruit is

maintained,and the taste fits with the tastes of the

people of Indonesia; Augmented Product: attractive,

clean and hygienic packaging; Potential Product:

Orange and Carica flavors.

Product specification form, Redceri Pure Fruit Jelly

is packed in a natural PP (polypropylene) cup.

Product weight per cup is 110 grams, and each

product comes with a spoon of jelly. Redceri Pure

Fruit Jelly is marketed there are two types of flavor:

Orange and Carica.

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STRATEGI URAIAN

Membangun

Website

Website itu diartikan sebagai rumah Anda. Pembuatan website juga

akan dilakukan dengan tujuan utama peningkatan imej. Website bisa

juga sebagai media untuk pasar sasaran mencari informasi seputar

perusahaan dan produk PT Redceri Indonesia. Menu-menu yang ada di

website adalah profil perusahaan, info produk, tempat penjualan,

pembelian online, dan kritik & saran.

Membangun Online Presence

(Branding Online)

Untuk ini PT Redceri Indonesia menggunakan Native Advertising,

sebuah bentuk iklan berbayar yang bentuknya menyerupai media di

mana iklan tersebut ditempatkan dengan memperhatikan pengguna agar

tidak merasa terganggu display banner saat menggunakan internet.

Memanfaatkan

Search Engine

Agar website PT Redceri Indonesia dapat mudah "ditemukan" dan

"dicari" oleh Search Engine, maka perusahaan menargetkan kata kunci

yang relevan sehingga website perusahaan dapat muncul sesuai dengan

kebutuhan pengguna internet seperti : Food Combining, Fruit

Combining, Jelly, Diet Sehat, dan lain-lain.

Memanfaatkan

Social Media

PT Redceri Indonesia menggunakan sosial media yang banyak di

gunakan seperti Facebook, Twitter, Instagram, Linkedln dan media

sosial lainnya memudahkan perusahaan dalam melakukan digital

marketing.

Memanfaatkan

Direct Email

PT Redceri Indonesia mengirimkan Direct Email kepada target audience

mengenai brand, portofolio, services dan hal penting lainnya dari

perusahaan.

Product packaging, Redceri products will be packed

in a natural PP (polypropylene) cup and covered

with lid cup PE (polyetylene) in printing the logo

and product type. The Redceri product is packed in a

corrugated carton with the contents of each carton

24 cups.

Product advantages, Redceri products compared

with fruit combining others is more fruit content,

halal, and taste that suits the tastes of the majority of

Indonesian people.

Logo design, so that the product is easy to remember

and give a positive impression so that the company

can communicate the right promotional strategy

target, to create high brand awareness. The Redceri

product logo design is as follows:

Figure 5. Logo Design

Place, for B2C's Redceri product marketing, the

company will distribute itself from direct production

to parties such as a retailer or a particular hospital

using its distribution fleet. Based on the purchase

order of the parties, the company will process the

existing request and make direct delivery using the

prepared distribution fleet.

Price, in setting product prices using Cost Plus

Pricing Methode pricing strategy, i.e. pricing based

on total cost by adding profit. This is done by the

company to penetrate the market that is currently

dominated by imported products at a relatively high

price. This can provide more value through

improving the quality of products and services better

than competitors, and also later with the brand will

add value to the product even if the price set is not

higher than the competitors. The price set by the

company is Rp 7,450, - / cup including Vat. The

price is for the first year and made fixed (not

fluctuating), for the second year and subsequently

adjusted for inflation plus other factors because the

fruit combining Redceri has become known by the

public. The company also applies HET (Highest

Retail Price) with the aim of the consumer can get a

reasonable price. The highest retail price currently

applied is Rp 7,450, -/cup and Rp 178,800, -/box.

Also, the company offers discounts for cash

discounts of up to 3% of total purchases. Being for

decision makers at these agencies, in order to create

long-term relationships the company provides a

budget of 5% of total purchases in the form of

entertainment and the provision of fees (incentives).

Promotion, promotional activities are aimed at

informing, persuading, or influencing consumers to

use the products produced by the company.

Promotional activities undertaken by the company is

the spread of flyer, radio advertising and digital

marketing

One of the promotional activities undertaken by

the company through digital marketing that is by

utilizing electronic media to promote, marketing,

and others. Increased internet users today become

something that should not be ignored by the

business. The advantage of going through digital

marketing is many people can recognize the product

or service that we sell.

Based on the description, the company will

implement some promotional strategies through

digital marketing as follows:

Table 4. Digital MarketingStrategy

Marketing strategy for indirect sales through

cooperation with food and beverage distributors or

B2B concepts using NICE approach (Networking,

Interaction, Common interest, Experience). The

translation of these strategies are:

Networking, by establishing networks between

companies and distributors in each region to

facilitate the opening of distribution channels in the

target market area. To that end, the company to

explore the distributors who are in Jakarta and

Banten region with mutually beneficial cooperation.

The food and beverage distributors such as PT

Intrasari Raya in Jakarta and PT Era Gading Baharu

in Tangerang become partnership company to build

marketing network of Redceri Fruit Jelly products.

Implementation of Marketing Mix Strategy for Startup Business: Fruit Combining

467

Distributor distributors become parties that will

distribute to third parties up to end customers.\

Interaction, the company creates communication

and a good relationship with the distributor in

introducing the products that the company has to

offer. This communication is also related to the

service to the order and ease of handling the claim of

the product defect.

The marketing and sales team of the company

will communicate the product of Redceri Fruit Jelly

by the direct door to door product exposure to every

foodand beverage distributors that are the target

partners in opening the marketing network.

Common Interest, the company tries to establish

relationships and mutual relationships with

distributors, especially decision makers through

personal approaches. One of them is the provision of

sales commissions and annual rewards against sales

targets given to each distributor.

To build a long-term partnership with

distributors, the company has prepared a total budget

of 8% of the related sales budgeted from 3%

discount cash sales and 5% of the cost of

entertainment. This budget is issued for the

achievement of sales targets in the form of

commissions, fees and annual rewards.

Experience, strategy in deepening product

knowledge of products offered to support product

introduction process to the distributor. Every sales

and marketing personnel from PT Redceri Indonesia

should be able to understand the products offered

both in terms of product benefits, benefits gained,

and product handling.

5 SALES BLUEPRINT

To maintain and keep customer loyalty, PT Redceri

Indonesia needs to design a sales blueprint in

serving customers. Sales blueprints are sales guides

to consumers systematically illustrated, from first

time in touch with brands to after sales. Sales

blueprints can be developed for brand owners who

are just getting started or for improvisation.

Sales blueprint can be a reference or standard

operation procedure (SOP). In the sales blueprint,

the company measures the sales success of the five

dimensions of sales effectiveness:

(1) Company Results,

(2) Customer Results,

(3) Activities,

(4) Salespeople, and

(5) Sales Effectiveness Drivers.

Figure 6. The relationship between DimensionsSales

Organization (Source: Andris A. Zoltners, Prabhakant

Sinha,Sally E. Lorimer, Building A Winning Sales Force,

2009 page 7)

5.1 Company Results

Company Results, on this dimension the company

focuses on goals or outcomes for the company. The

results to be achieved are as follows:

 Market share in the first year of 5% of the total

fruit demand in the area of Banten and Jakarta,

with a sales value of 71, 6 billion.

 Target profit in the first year of 4.8 billion or

6.69% of total sales.

 Return of Investment which become target

company is 15,52% per year.

 Marketing cost of 31% of total sales per year.

The sales proceeds will be evaluated and rewarded

for the achievement of the goal, and the result is the

most visible and objective indicator of success.

Company results are the organization's financial

results, in which the sales force's efforts play a major

role. These results can be measured using sales,

profits, market share, return on investment, or some

other metric, and can be expressed as absolute

levels, the percentage of goal achievement, or

growth over the past year. This is useful for

evaluating outcomes from short and long-term

perspectives, as decisions involving salespeople

affect both.

5.2 Customer Results

Customer Results, in this dimension the company

focus on the results or benefits to be gained by

consumers. Salesforce activity at this stage is to

build good relationships and customer trust, as well

as build a loyalty based on the products offered. The

steps taken are:

Establish communication and good relationships

with distributors when introducing the products that

the company has to offer. Providing services to

orders and ease of handling claims for problematic

products.

ICRI 2018 - International Conference Recent Innovation

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Figure 7. Sales System PT Redceri Indonesia

Direct door to door product exposure to each

distributor of food and beverage that is the target

partner in opening the marketing network.

Promotion of products, to inform, persuade, or

influence consumers to use products produced by the

company.

Personal approach by giving sales commissions and

annual rewards to sales targets given to each

distributor and giving gifts to end users such as

sweepstakes or prizes directly.

The results of the customer affect the company's

results. Therefore the company measures customer

outcomes by using customer satisfaction scores and

customer retention rates or repeat sales to assess

how customers view sales organizations. Customers

will not buy from people they do not like.

5.3 Activities

Activities, in this dimension, the company

emphasizes salespeople to effectively allocate their

time and ensure that every activity is of high quality

and value. The steps taken by PT Redceri

Indonesia's sales force are as follows:

Salespeople serve our best customers well.

Salespeople spend much time with customers and

keep the administrative work to a minimum.

Quality of sales force activity is as important as

quantity.

Salespeople activities are usually organized into a

multistep process that includes steps such as lead

generation, needs analysis, solution development,

proposal presentation, negotiation, installation,

customer service, and maintenance and marketing

expansion. Salesforce activity encourages customer

results.

5.4 Salespeople

Salespeople, in this dimension PT Redceri

Indonesia's sales force is formed to have the ability

and mindset as follows:

 Salespeople are the spearhead of the company.

 Salespeople must know about products,

customers, and competitors very well.

 Have the right values, attitudes, and abilities.

 Want to learn and develop new skills.

 Be able to adapt when new sales process arises.

 High-performance turnover is very low.

Companies seek to employ competent and motivated

salespeople and build a 'success' culture to direct

them to demonstrate effective behavior and engage

in effective activities. Salesforce PT Redceri

Indonesia is a strong revenue driver for the

company, so salespeople is the most important asset

of the company because of its relationship with the

customer that determines the company's success.

5.5 Sales Effectiveness Drivers

Sales Effectiveness Drivers, in this dimension the

company focuses on decisions, processes, systems,

and work programs of salespeople. The drivers of

PT Redceri Indonesia's sales force are:

 Definer Drivers

These drivers determine the organizational structure

of sales force, number of the sales force and territory

design. In the early stages of production of PT

Redceri Indonesia the marketing focus in Banten and

Jakarta. Based on that territory marketing of PT

Redceri Indonesia product is divided into two

marketing areas namely Banten and Jakarta. The

number of marketing personnel for each region is 1

person sales force and 1 person marketing staff. For

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the marketing,divisionis headed by a Manager,

namely Marketing and Sales Manager. Structurally,

the manager is responsible for the performance of

the marketing personnel. Sales and marketing

personnel will provide performance reports, market

developments, and matters related to the company's

marketing to managers.

 Shaper Drivers

These drivers form the skills, abilities and values of

salespeople / key person through (1) Recruiting, for

marketing personnel and sales force at least D-3

education while for minimal manager of S-1

education with technical skills such as computer

mastery, communication, Selling skills and good

analytical skills. (2) Learning and development, to

support the personal abilities of corporate

salespeople provide training such as interpersonal

skills, effective communication skill, business law

and other related training. (3) Culture, embedded

culture: 'Quality first, working hard and family

number one' from a sales standpoint. (4) Sales

Management Team, it aims to create High Impact

Sales Management and Strategy. (5) Coaching,

training by bringing in marketing or senior sales to

become a role model, and sharing the real

experience of why he/she can be the best (in terms

of sales). (6) Leadershipcan lead, firm in making

decisions and responsible for the decisions taken.

 Enlightener Drivers

In these drivers, the company seeks to provide and

provide useful and supportive information for

salespeople such as consumer research, target

markets, data and sales tools, and CRM (Customer

Relation Management). The company also provides

a budget in supporting marketing process such as

market surveys, impact studies and corporate

branding by cooperating with third parties.

 Exciter Drivers

These drivers aim to motivate and encourage

salespeople to work hard and achieve company

goals. To encourage and motivate the sales force, the

company does several ways such as providing

compensation and incentives when sales targets are

achieved, as well as providing motivational

programs to salespeople.

 Controller Drivers

PT Redceri Indonesia needs a control system to

support its marketing process. The control system is

used to ensure that salespeople, most of whom work

unattended, continue to do what they should do from

time to time. These drivers direct the activity and

behavior of sales force, to determine sales

performance by setting targets, forecasting, reporting

mechanisms, coordination and communication.

6 CONCLUSIONS

The overall picture of the activity of marketing

strategy implementation of PT Redceri Indonesia is

depicted in the picture (Fig.7) of the company's sales

system.

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Osterwalder, Alexander & Pigneur, Yves. (2010).

Business Model Generation. New Jersey: John Wiley

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Lovelock, Christopher & Wirtz, Jochen. (2007). Services

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Dwyer, Robert F. & Tanner, John. (2005). Business

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