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 Introduction............................................................................................................................................. 6

1.2 Literature Review..................................................................................................................................8

1.2.1 Role of Communication..............................................................................................................8

1.3 Introduction of Company................................................................................................................13

1.4 Brand Information of Matahari Department Store..............................................................14

2.1 BRAND ANALYSIS...............................................................................................................................17

2.1.1 Vision & Mission.........................................................................................................................17

2.1.2 SWOT ANALYSIS OF MATAHARI........................................................................................17

2.1.3 STP OF MATAHARI................................................................................................................... 18

2.1.4 Matahari’s Logo.......................................................................................................................... 19

2.2 Competitor Analysis..........................................................................................................................20

2.2.1 Carrefour....................................................................................................................................... 21

2.2.2 RAMAYANA.................................................................................................................................. 22

2.2.3 YOGYA............................................................................................................................................. 24

2.2.4 SOGO................................................................................................................................................ 25

2.2.5 METRO............................................................................................................................................26

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

2.3.1 Trend market...............................................................................................................................27

2.3.2 Lifestyle..........................................................................................................................................27

2.3.3 What Factors Affect Them To Buy The Product...........................................................27

2.3.4 Needs............................................................................................................................................... 28

2.3.5 Occupations..................................................................................................................................29

2.3.6 Expectation...................................................................................................................................29

2.3.7 Media Behavior...........................................................................................................................29

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

1.4.1 Market.............................................................................................................................................34

1.4.2 The Location................................................................................................................................ 34

1.4.3 Distribution Reach.................................................................................................................... 35

3.1 Integrated Communication Strategy and Plan.......................................................................36

3.2 Internal Launch Plan.........................................................................................................................37

3.2.1 MATAHARI New Uniform......................................................................................................37


3.2.2 MATAHARI’s New Store Lay Out........................................................................................37

3.2.3 MATAHARI’s Skill Training Program................................................................................39

3.2.4 MATAHARI‘s EMPLOYEE OF THE MONTH.....................................................................39

3.2.5 MATAHARI Window Display Decorating Contest.......................................................40

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

3.3.1 Posters............................................................................................................................................ 41

3.3.2 Banner............................................................................................................................................ 41

3.3.3 M – Tweet......................................................................................................................................41

3.3.4 TVC................................................................................................................................................... 42

3.3.5 Radio Commercial..................................................................................................................... 42

3.4 Launch Plan........................................................................................................................................... 42

3.4.1 The Program................................................................................................................................ 43

3.4.1.1 Suntamorphorise.............................................................................................................43

3.4.1.2 Matahari Fashion Design Contest.............................................................................43

3.4.1.3 Eco Shopping Bag.............................................................................................................44

4.1 Concluding remarks.......................................................................................................................... 46

4.2 Lesson Learn.........................................................................................................................................46

4.3 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 Shannon-

Weaver Mathematical Model that built in 1949 becomes our sample.


Picture 2.1 Shannon-Weaver Model

Here is our Matahari Dept. Store communication model :


Source :

Matahari Dept. Store

Transmitter:

By audio & visual

Channel :

- Television- Newspaper- Brochure- Magazine- Banner- Website- Jingle

Receiver :

Middle and upper middle people

1.2 Literature Review

1.2.1 Role of Communication

1. In GeneralCommunication 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


Noise Resource :

- Bad signal- Undistributed magazine and

newspaper that promoting Matahari

- The language that they use is sometimes wrong

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 behav-

ior?

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 Weaver’s (1949) linear model of

communication and created the SMCR Model of Communication.[8] The Sender-Message-

Channel-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 repre-

sent).

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 em-

ployees.

Top-down communication (from management to employees) can increase utiliza-

tion of specific workplace programs by making employees aware of their availabil-

ity, 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, sugges-

tion boxes, town hall meetings, individual or small group meeting with man-

agers, and an organizational culture that supports open, two-way communica-

tion.

2. Making the goals and actions of the organization and senior leadership clear to

workers by communicating key activities, issues and developments to employ-

ees 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, ori-

entation 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 par-

ticipate in psychologically healthy workplace activities in ways that are visible to


employees.

6. Communicating information about the outcomes and success of specific psycho-

logically 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 well-

respected 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 2BRAND ANALYSIS

2.1 BRAND ANALYSIS

2.1.1 Vision & MissionMatahari has the vision and mission below :

VISION : To be consumer’s most preferred retailer

MISSION : To consistently bring value fashion-right products and services that enhance the consumer’s quality of lifestyle

2.1.2 SWOT ANALYSIS OF MATAHARITable of Matahari SWOT

Internal Factors External Factors

Strength Weakness Oppurtunity Threat

Good Decoration and Display

Bad service Open franchise Many Competitors with lower price

Neatly arrange the product in every counter

Bad management Popular brand The competitors have a better place than Matahari, like dago territory.

Matahari is well known

Unhhelpful salesman/girl

Easy to find in shopping centre

compare to other competitors they still lack in variety of brand

Matahari is the leading multi-format retailer in Indonesia

Lack of focus on research and development

Attractive a advertisement in Television and Magazine

The products are not really interesting

Available stores in 80 more nationwide

The salesmen/girl is less knowledge about the product

Session promotional. There’s a lot of factory outlet

Inter-related with 9 core retail businesses

The unprevalance of renewal concept in each branches of stores nationwide

Renewal their store’s concept


2.1.3 STP OF MATAHARI

Segmenting

Demographic :

o age : All ageo life cycle stage : leisure and tourismo gender : All gendero Income : middle

Geographic :

o Country : Indonesiao City : Bandung

Targeting

1. Gender :Matahari is for both male and female2. Income :Matahari classified their customer for middle to middle people3. Age :Matahari provide products for every age4. Occupation :The costumer of Matahari is the low and middle-upper

class worker5. Family Life Cycle :Everyone from single to married even from kids to older

people can shop in Matahari6. 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

o 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 :

- Advertise theirs product in television,magazines,radio- Make a jingle- Provide the membership card for the costumers and rewarding them

continuously- Website

o Price- The price is affordable for middle and middle upper class consumers- Sale Discount- Seasonal discount

2.1.4 Matahari’s Logo

Now, Matahari Dept. Store has a new logo. Matahari’s 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 isn’t 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 isn’t 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


http://en.wikipedia.org/wiki/Tesco

http://en.wikipedia.org/wiki/Wal-Mart

http://en.wikipedia.org/wiki/Profit_(accounting)

http://en.wikipedia.org/wiki/Revenue

http://en.wikipedia.org/wiki/Levallois-Perret

http://en.wikipedia.org/wiki/Hypermarket

2. The product is complete3. It is comfortable to shop4. Cheap5. The shop is wide

Weakness :

1. Untouchable in small town2. Long payment queue3. 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 Ramayana’s 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. Lowprice2. The variety of product

Weakness :

1. Condition of the store is not comfortable enough 2. The quality of the product is not so good3. Declining performance

Opportunies :

1. People are more concisius with what they wear

Threat :

1. More competitor2. 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

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 service2. Low price with good quality3. Have a good promotion

Weakness :

1. Uncomfortable to shop2. The counters are too narrow each other

Opportunities :

1. People could find a good stuff and affordable price2. People have already believe Yogya as their place to shop

Threat :

1. More competitor2. The competitors are more famous than Yogya

STP analysis

Segmenting : Store that sell many product

Targeting : Middle-Low


Picture 1.6 Yogya Logo

Positioning : Good product with affordable price

2.2.4 SOGO

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 product2. 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 faster2. Sogo is already famous because it is overseas3. The people already believe their goods and their service

Threat :

1. Competitor with lower price2. Appear some department store like them

STP analysis

Segmenting : High class people

Targeting : Middle-up economic level

Positioning : High class quality store


Picture 1.7 Sogo Logo

2.2.5 METRO

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 product2. The shopping place is comfortable3. Spread in big cities in Indonesia

Weaknesses :

1. The price is expensive2. 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 : High Class people

Targeting : Middle and middle-up people

Positioning : 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.


Picture 1.8 Metro Logo

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 Matahari’s 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, Matahari’s 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

Matahari’s 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, Matahari’s 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 store’s 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 Matahari’s 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 consumer’s media behavior from those

both category; age and occupation.


As explanation before, Matahari’s consumer divided into two big groups as age,

teenagers and adults. Usually, our teenager’s 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 Matahari’s 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 Matahari’s 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), celebrity’s 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 Matahari’s 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.


38%62%

The Gender of Consumer

MF

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.

15%

67%

17%

The Consumer Age

15-25

25-40

40-60

>60

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.


31%

31%23%

12%4%

The Consumer Income

£ 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 MDS’s for being a customer. It can be

from MDS’s 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 don’t 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 IIILAUNCH PLAN

3.1 Integrated Communication Strategy and PlanTagline : “Enlighten Your Style”

USP : “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 Internal Launch Plan

3.2.1 MATAHARI New UniformBased on the new concept of MDS that adopting Indonesian culture

especially Batik, new employee uniform’s 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

employee’s new uniform.

3.2.2 MATAHARI’s 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 MATAHARI’s Skill Training Program

Based on survey result that we had done recently, we thought that MDS’s Skill

Training Program are very important to increase MDS’s image. There are many

complaints from consumer that the service in MDS is not satisfied. Many MDS’s

employees do not professional in working. MDS’s Skill Training Program is held

to encourage the employee’s 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

MDS’s employee, giving best service to consumer program, demo of MDS’S new

layout, and simulation direct practice.

3.2.4 MATAHARI‘s EMPLOYEE OF THE MONTH

MDS’s 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 Matahari’s 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 MDS’s

Employee of The Month, MDS wish get attract the other employee to give their

best performance.

There are some rules that need to be obeyed. The rules are followed :


The event has to be joined by all MDS’s 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 employee’s 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 Matahari’s Employee of The Month beside

employee’s 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.


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 27 th each month.

The winner will get price money a number of Rp 500.000,00, 30 point in

Matahari’s 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 : Femina , Kartini , Gogirl!

Tabloid : Bintang

Newspaper : Kompas

Store : 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 TV Station Prime Time Spot

1 RCTI 18.00-22.00,11.00-13.00

3 x spot within 45 second

2 Metro TV 08.30-10.00,18.00- 22.00


3 TVone 06.30-8.3018.00-20.00

3x spot within 45 second

4 Trans 7 18.00-23.0012.00-13.00


5 Trans 11.00-14.3006.30-8.30


6 SCTV 18.00-21.00 3 x spot within 45 second

3.3.5 Radio Commercial

Table of radio commercial schedule

No Radio Station Prime Time Spot

1 B Radio 14.00-17.00,06.00-09.00

8 x spot within 45 second and adlips 4x

2 I Radio 06.00-09.00,15.00- 18.00


3 Dahlia 11.00-14.0019.00-21.00


4 Rama 11.00-14.0019.00-21.00


5 Cosmo 11.00-14.0019.00-21.00


3.4 Launch PlanWe 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 The Program

3.4.1.1 SuntamorphoriseDiversity 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 ContestLike 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.

4. Contest Mechanism

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.

In the selection stage there will be 20 best designs from each

categories that will enter final stage.

5. Prize

a. The 1st winner : Rp 10.000.000 cash and Matahari will use the first

winner design as it’s 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.

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 IVCONCLUSION , 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 CCKTable of Job Roles

Name Job

Fella Shofatunnisa Giving the member of the team task to do Editing the report before sending it to tutor Writing the report

James Evan Tumbuan Creating the Concept of Launching Plan Making the presentation and the concept

Luthfan Kamili Writing the report Creating the Concept of Launching Plan Designing the goodie bag (packaging)

Niki Febila Creating the concept of presentation Creating the concept of CCK Designing the Media Poster

Atika Irawan Designing the layout of the new concept Designing the new uniform Creating the first of TVC idea

Khusnul Khatimah Drawing the story board of tvc Make the timeline of every task (secretary of the

group)Aldian Rahmanto Designing the goodie bag

Writing the report

Time Table of CCKTable of Time Table of CCK

WEEK PROGRESS TIMING

Week 1 Brand Analysis January 24 – 30, 2011

Week 2 Write ‘Ch.1 – Introduction’ for the Report January 31 – February 6, 2011

Week 3Complete Brand Analysis

Do Competitor AnalysisFebruary 7 – 13, 2011

Week 4 Do Consumer Analysis February 14 – 20, 2011

Week 5 Do Customer Analysis February 21 – 27, 2011

Week 6 Write ‘Ch.2 – Analysis’ for the Report February 28 – March 6, 2011

Week 7 Draft Integrated Communication Strategy & Plan

March 7 – 13, 2011


Draft Poster & Brochure (script)

Week 8 ---March 14 – 20, 2011 (Mid Test Week)

Week 9

Finalize Integrated Communication Strategy & Plan

Draft Poster & Brochure

Design Packaging/Goody Bag

Design layout & new uniform

March 21 – 27, 2011

Week 10Finalize Poster & Brochure

Finalize Packaging/Goody BagMarch 28 – April 3, 2011

Week 11 Finalize layout & new uniform April 4 – 10, 2011

Week 12

Draft Internal Launch Plan Details

Draft Media Selection Plan Details

Draft BTL (Launch at Stores) and Other Launching Ideas

April 11 – 17, 2011

Week 13

Finalize Internal Launch Plan Details

Finalize Media Selection Plan Details

Finalize BTL (Launch at Stores) and Other Launching Ideas

April 18 – 24, 2011

Week 14

Write ‘Ch.3 – Launch Plan’ and ‘Ch.4 – Conclusion’

Draft Slides

April 25 – May 1, 2011

Week 15Finalize Report, Finalize Slides, Finalize All Comm. Kit

May 2 – 12, 2011

Week 16 Final Preparation & Presentation Day

May 12, 2011 (Thu) – Report & TVC

May 21, 2010 (Sat) – Presentation Day


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

1. Nama :___________________

2. Jenis Kelamin :

Pria

Wanita

3. Usia :

15-25 tahun

25-40 tahun

40-60 tahun

> 60 tahun

4. Pekerjaan :

Pelajar & Mahasiswa

Pengusaha

Karyawan Swasta

PNS

Guru

Ibu Rumah Tangga

Lainnya:___________

5. Berapa penghasilan anda setiap

bulan :

< Rp. 1.000.000,-

Rp. 1.000.000,- – Rp.

2.000.000,-

Rp. 2.000.000,- - Rp.

3.000.000,-

> Rp. 3.000.000,-

6. Seberapakah Anda mengetahui

tentang Matahari Dept Store ?

Sangat tahu dan menyukai

Tahu dan biasa saja

Tidak tahu

Tidak peduli dan tidak suka

7. Frekuensi belanja di Matahari Dept.

Store dalam sebulan :

< 1 kali

2-3 kali

4-6 kali

7-10 kali

> 10 kali

8. Yang dibelanjakan di Matahari Dept.

Store :

Rp. <200 ribu

Rp. 200 ribu – 500 ribu

Rp. 500 ribu – 1 juta

Rp 1 juta – 5 juta

> Rp 5 juta

9. Area Matahari Dept. Store yang paling

sering anda kunjungi :

Children


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 : ___________


PertanyaanSangat tidak setuju

Tidak setuju

Setuju

Sangat setuju

1. Produk yang dijual di Matahari Dept Store dirasakan berkualitas baik

2. Produk yang dijual di Matahari Dept Store sesuai dengan selera konsumen

3. Produk yang dijual di Matahari Dept Store sesuai dengan kebutuhan

4. Produk yang dijual di Matahari Dept Store dapat mengikuti perkembangan zaman (up to date)

5. Harga produk yang dijual di Matahari Dept Store sesuai dengan kualitas

6. Harga produk yang dijual di Matahari Dept Store terjangkau

7. Pelayanan di Matahari Dept Store memuaskan Anda?

8. Pramuniaga di Matahari Dept Store telah melayani dengan cekatan

9. 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 ?

PRODUK, HARGA, PELAYANAN & FASILITAS

( 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. Consumer’s Data

NoGender Age Job Income

Popularity

Frequency Expenses

Area

MCC

Other Store

1 M 25-40 EMP 2-3 JT B 1 W CH NO G

2 F 40-60 HW 2-3 JT A 1 W L YES Y

3 F 15-25 ST 2-3 JT B 2 V L NO Y

4 F 15-25 ST 1-2 JT B 1 W L NO G

5 F 15-25 ST 1-2 JT B 1 V H NO B

6 M 25-40 EMP 1-2 JT B 1 V Y NO Y

7 F 15-25 ST 1-2 JT B 2 W L NO S

8 F 40-60 HW - B 1 V CH NO Y

9 F 15-25 EMP 1-2 JT B 2 V L NO Y

10 F 15-25 ST 1-2 JT B 1 V L NO S

11 F 15-25 ST 1 JT B 1 V Y YES G

12 F 15-25 ST 1-2 JT A 2 X Y YES Y

13 F 15-25 ST 1 JT B 2 X H NO G

14 M 40-60 BUMN

>3 JT B 2 X M NO G

15 F 40-60 PNS 2-3 JT A 2 X L YES M

16 F 15-25 ST 1-2 JT B 1 V L NO Y

17 M 15-25 ST 1-2 JT B 1 V H NO C

18 F 15-25 ST 1 JT B 2 W L YES G

19 F 15-25 ST 1 JT B 1 V S NO R

20 F 15-25 ST 2-3 JT B 1 V L NO G


21 F 15-25 ST 1 JT B 2 W S NO R

22 M 15-25 ST 1 JT B 2 V M NO C

23 M 15-25 ST 1 JT B 1 V Y NO C

24 M 25-40 PNS >3 JT B 2 V M NO C

25 M 25-40 EMP >3 JT B 2 W M YES Y

26 F 15-25 ST 1 JT B 3 W C NO C

27 M 15-25 ST 1-2 JT B 1 W S NO C

28 M 15-25 ST 1 JT B 2 V M NO G

29 M 15-25 ST - A 1 V M NO C

30 F 15-25 ST 2-3 JT B 2 W L NO M

31 F 15-25 ST 1 JT B 1 V Y NO -

32 F 15-25 ST 1 JT B 2 W S NO C

33 M 40-60 EMP 2-3 JT A 2 W S YES Y

34 F 25-40 T 1-2 JT B 1 W - NO -

35 M 40-60 BUMN

>3 JT B 1 V M NO G

36 M 15-25 ST 1 JT B 1 V M NO G

37 F 15-25 ST 2-3 JT B 1 V L NO M

38 F 25-40 T 1-2 JT A 1 V S YES Y

39 F 25-40 T 2-3 JT B 1 V - NO Y

40 M 15-25 ST 1-2 JT B 1 V Y NO C

41 M 15-25 EMP 1-2 JT B 1 V M NO Y

42 F 15-25 ST 1-2 JT B 1 V C NO Y

43 F 15-25 ST 1 JT B 1 V S YES R

44 M 15-25 ST 1 JT A 1 V Y NO R

45 M 15-25 ST 1 JT B 1 W S YES -

46 M 15-25 WO 2-3 JT B 1 V - NO -


47 M 15-25 ST 1 JT B 1 X S NO -

48 F 40-60 T >3 JT A 2 X - YES -

49 F 15-25 ST 1 JT A 2 W L NO Y

50 F 25-40 T 2-3 JT B 1 V - NO G

51 F 40-60 HW 2-3 JT B 2 W L NO Y

52 F 40-60 T >3 JT B 1 W M YES Y

Note: HW : House Wife

T : Teacher

ST : Student

EMP : Private Employee

WO : Entrepreneur

PNS : Government Employee

BUMN : The Others

2. The Result

X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14 X15

3 3 3 3 3 4 3 3 3 4 4 3 3 3 2

3 3 3 3 3 3 3 3 3 2 3 3 3 3 2

3 2 3 2 3 3 3 3 3 3 2 3 3 3 2

2 2 3 3 3 3 3 3 3 2 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 3 4 3 3 4 3 4 3 2 3

3 3 3 3 3 3 3 3 3 2 3 2 3 2 3

4 3 3 3 3 3 3 3 3 3 3 3 3 3 3

3 3 4 3 4 3 3 3 3 3 3 2 3 2 3

3 2 3 2 3 3 2 2 2 3 3 3 2 3 3

3 3 3 2 3 3 3 3 3 3 3 3 3 2 2

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 2 2 2 2 2

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 3 2 3 3 3 3 3 3 3 3 3

3 3 3 3 3 3 3 3 2 3 3 3 3 2 3

4 3 3 3 3 1 3 2 2 3 3 3 3 4 4

3 3 3 3 3 3 3 3 2 4 4 3 2 3 2

3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

3 3 3 2 3 3 3 3 3 3 3 3 3 2 3

4 3 3 4 3 3 3 2 3 2 3 4 2 3 3

3 3 3 3 3 3 3 3 2 3 3 3 3 3 3

3 3 2 3 2 2 3 3 3 3 3 3 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

4 3 3 3 3 3 2 2 2 3 3 4 3 4 2

3 3 3 3 3 3 3 3 3 3 3 4 4 3 3

4 3 3 3 3 3 3 3 3 3 3 3 3 3 3

3 3 4 4 4 2 3 3 4 4 4 3 3 3 4

3 3 3 3 3 3 3 3 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 3 3 3 2 3 3 3 3 3

3 2 3 2 3 1 3 3 3 3 3 1 1 1 2

3 3 3 1 3 3 2 2 2 3 2 2 2 2 2

3 4 3 3 3 3 4 4 4 3 4 4 3 3 3

3 3 4 3 4 3 4 3 3 2 3 3 3 2 3

3 3 3 3 3 3 3 3 3 3 3 3 3 3 2

3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

3 2 3 2 3 3 3 3 3 3 3 3 2 3 3

3 3 3 4 3 3 3 3 3 4 3 3 3 3 3

3 2 3 2 3 2 3 3 3 4 4 3 3 4 3


3 3 3 3 3 3 3 3 3 3 3 2 3 2 3

3 3 3 3 3 2 3 2 3 2 3 3 2 2 2

2 3 3 2 3 2 3 3 3 2 2 3 3 2 2

3 3 3 3 3 4 3 2 3 2 3 2 3 4 3

3 3 2 1 2 2 3 3 3 2 3 2 3 2 3

3 3 3 4 3 3 4 4 3 2 3 3 3 3 3

3 3 3 3 3 3 3 2 3 2 3 2 3 3 2

3 3 3 3 3 3 2 1 3 3 3 3 3 3 3

3 3 2 2 2 2 3 1 2 2 3 3 3 2 2

3 3 3 3 3 3 2 1 2 1 3 3 3 3 3


B. FREQUENCY DISTRIBUTION TABLE

FOR CATEGORICAL DATA

1. Table 1 : The Consumer Gender

GENDER AMOUNT %

M 20 38.46153846

F 32 61.53846154

Total 52 100

2. Table 2 : The Consumer Interest

CONSUMER INTEREST

AMOUNT %

Attractive 917.30769

No Attractive 43

82.69231

Total 52 100

3. Table 3 : The Consumer Income

Rate

INCOME RATE AMOUNT %

Rp 1 jt 16 30.76923

Rp 1 jt-Rp 2 jt 16 30.76923

Rp 2 jt-Rp 3 jt 12 23.07692

> Rp 3 jt 6 11.53846

-- 2 3.846154

Total 52 100

4. Table 4 : The Consumer Age

AGEAMOUNT %

15-258

15.38461538

25-4035

67.30769231

40-609

17.30769231

>60 0 0

Total 52 100

5. Table 5 : The Consumer Shopping

Frequency

SHOPPING FREQUENCY

AMOUNT %

3261.53846

2-3 1936.53846

4-6 11.923077

7-10 0 0

>10 0 0

Total 52 100

6. Table 6 : The Consumer

Occupation


OCCUPATION AMOUNT %

Student 32 61.53846

Entrepreneur 1 1.923077

Private Employee

6 11.53846

Government Employee

2 3.846154

Teacher 6 11.53846

House Wife 3 5.769231

The Others 2 3.846154

Total 52 100


C. PIE CHART AND HISTOGRAM FOR CATEGORICAL DATA

1. Pie Chart for Categorical Data

Pie Chart 1 : The Consumer Gender

38%

62%


M

Pie Chart 2 : The Consumer Interest

17%

83%

The Consumer In-terest

AttractiveNo Attractive

Pie Chart 3 : The Consumer Income Rate

31%

31%

23%

12%4%

The Consumer Income Rate

£ Rp 1 jt

Rp 1 jt-Rp 2 jt

Rp 2 jt-Rp 3 jt

> Rp 3 jt

--


Pie Chart 4 : The Consumer Age

15%

67%

17%

The Consumer Age

15-25

25-40

40-60

>60

Pie Chart 5 : The Consumer Shopping Frequency

62%

37%

2%

The Consumer Shopping Frequency

£12-34-67-10>10

Pie Chart 6 : The Consumer Occupation

62%

2%

12%

4%

12%

6% 4%

The Consumer Occu-pation

Student EntrepreneurPrivate Employee Gevernment

EmployeeTeacher House WifeThe Others


2. Histogram for Categorical Data

Histogram 1 : The Consumer Gender

M F05

101520253035


Gender

Th

e A

mou

nt

Histogram 2 : The Consumer Interest

Attractive No Attractive0

20

40

60

The Consumer In-terest

Consumer Interest

Val

ue

Histogram 3 : The Consumer Income Rate

£ Rp 1 jt Rp 1 jt-Rp 2 jt

Rp 2 jt-Rp 3 jt

> Rp 3 jt --0

5

10

15

20

The Consumer Income Rate

Rate Income

Val

ue


Histogram 4 : The Consumer Age

15-25 25-40 40-60 >6005

10152025303540

The Consumer Age

Age Rate

Val

ue

Histogram 5 : The Consumer Shopping Frequency

£1 2-3 4-6 7-10 >1005

101520253035

The Consumer Shopping Frequency

Shopping Frequency

valu

e

Histogram 6 : The Consumer Occupation

Studen

t

Entrepre

neur

Private

Emplo

yee

Gever

nmen

t Em

ployee

Teach

er

House W

ife

The Oth

ers

01530

The Consumer Occu-pation

Occupation

Val

ue


Design Posters

Picture 1.11 Poster Matahari

Picture 1.12 Poster Suntamorphorise

Picture 1.13 Poster Matahari Fashion Design Contest

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)


http://tutor2u.net/business/marketing.html

http://web.metroindonesia.com/

http://en.wikipedia.org/wiki/Sogo

http://www.toserbayogya.com/

http://www.ramayana.co.id/

http://en.wikipedia.org/wiki/Carrefour

http://202.43.163.90/

http://www.matahari.co.id/

http://id.wikipedia.org/wiki/Matahari_Putra_Prima

Laporan CCK Finale

Documents

Transcript of Laporan CCK Finale