Design Marketing On The Selling Value of PT. Coca-Cola Company Products.

The question is :

Does giving a gift or lottery coupon affect people's buying interest in the sales value of
the product?

The Process :

 Identify the Problem

Many packaged beverage entrepreneurs now produce various types of drinks ranging
from energy drinks, isotonic drinks, soft drinks, etc., so competition arises between companies
that produce these drinks to win the hearts of consumers and become leaders in this market.

One marketing strategy undertaken is to give prizes or lottery coupons to customers

who consume beverage products from certain companies with a lottery system or attractive
prizes contained in the packaging. And PT. Coca-Cola Company is one of many companies
that implement this strategy. This company gives prizes to customers as well as giving lottery
coupons in the form of travel tickets, lodging and other attractive prizes in the product
packaging.

So is the strategy of giving gifts or giving lottery coupons in the product packaging one
effective way to influence people's buying interest in these products and as a whole can increase
the selling value of the product?

 Develop the Research Plan

Data sources in this research use secondary data, namely primary data that has been
processed and presented in the form of tables / diagrams and used by researchers for further
processing and data derived from literature / media both print and electronic such as books and
the internet, can be in the form of theoretical basis or other data that supports.

And the type of research that used in this research is causal relation, because we need
to know what relation that happened about giving gift or giving lottery coupons in the product
packaging can influence people buying interest in these products and as whole can increase the
selling value of the product ?
 Collecting Information
The information that we can collecting from the problem is :
1. Does the public know about PT. Coca Cola Company?
2. How often do people buy PT. Coca Cola Company?
3. At what time will the public buy PT. Coca Cola Company?
4. What is interesting about the products of PT. Coca Cola Company? in terms of price,
taste, or nutritional value provided?
5. What is less interesting about PT. Coca Cola Company? in terms of price, taste, or
nutritional value provided?
6. What kind of packaging do people like most from PT. Coca Cola Company?
7. Does the public agree with the product price set by PT. Coca Cola Company?
8. Does the public know that PT. Coca Cola Company operates a system of giving
attractive gifts in the packaging of its products?
9. Are people interested in attractive prize programs offered by PT. Coca Cola
Company?
10. Does the system of giving attractive prizes can increase the selling value of PT.
Coca Cola Company?

 Analyze Information

Based on the information collected, a review of the information will be carried

out. And at this stage an analysis of information obtained by conducting marketing
research activities on giving gifts to consumers of PT. Coca-Cola Company to the
market share or the selling value of the product itself, whether it boosts the sale value
or it will actually drop the selling value, or even does not give any influence on the
people's buying interest.
Analyzing information is carried out to find out the following things:
o Is the average consumer aware of and interested in the products of PT. Coca
Cola Company that are sold in the market?
o Is the average consumer still interested in buying it if prices change?
o Will the market share of this product increase with the giving of attractive
prizes?
  Present Findings

Based on the analysis of marketing research data on the products of PT. Coca Cola
Company, it will be known how many people claim to know the product, and how many do
not know the products sold by PT. Coca Cola Company, and based on the results, How much
PT. Coca Cola Company is familiar to the public.
From the question "Have you ever bought PT. Coca Cola Company? "Will be known
to a large extent who have never and ever drank the product when it was thirsty or the
atmosphere was rather hot and others.
From the question of “How often do you buy PT. Coca Cola Company? "It will be
known how many answered rarely and often buy it. From the question about" At what time did
you bought PT. Coca Cola Company? "Will know how much is answered when you want, if
you have more money, or if there is an attractive gift offer from the company, each product
produced certainly has advantages and disadvantages that are sometimes not owned by other
products, such as PT. Coca Cola Company also has aspects that are liked or become an
attraction and some are not liked by consumers. The attraction can be in the form of aroma,
flavor, color, appearance, nutritional value and so on.
From the question "Do you agree with the price offered?" It will be known how many
are answered agree and disagree, so that with this result a review of pricing can be done,
because price is one of the things taken into account before buying a product.
From the question "what type of product packaging do people like? "Every consumer
has different tastes about the type of product packaging, some states do not know what
packaging is suitable, maybe there are those who choose glass bottles or plastic bottles. From
the question "did you know that PT. Coca-Cola Company will give a gift to consumers just by
buying the product?", It will be known how much the answer is knowing and not knowing.
Thus it can be seen whether most buyers do not take into account whether there is gift giving
towards purchasing Coca-Cola products.
From the question "Are you interested in gifts from PT. Coca-Cola Company offered
to you or others?", It will be known how much is interested and not interested. By paying
attention to the relationship between gift giving and the factor of interest in product purchases,
gift giving is expected to be able to increase sales of PT. Coca-Cola Company products.
 From the question "In your opinion, will the gift giving system boost sales value or
reduce the selling value or even not affect the community buying interest of PT. Coca-Cola
products?" attractive prizes will affect the selling value of PT. Coca Cola Company.

 Make Decision

Overall through the collection and analysis of information and findings that have been
obtained, the results will be obtained whether the effect of giving attractive gifts in the product
packaging of PT. Coca Cola Company affects the selling value of products and people's buying
interest in these products.

Then from these results will be concluded that can be used as material in making
decisions about the following matters:

Does the existence of a system of giving attractive prizes in the package will increase
its market share and increase the sale value and buying interest of the community or not. So it
can be suggested for companies to re-determine product prices in accordance with the target
market segments, and make the strategy of giving attractive prizes as a preliminary benchmark
in terms of increasing market share and product sales value.
 The Process of Design Marketing
PT. Coca-Cola Company

Does giving a prizes or lottery coupon affect people's buying interest in the sales value
of the product?

Marketing for Southeast Asia

In order to fulfil the Assigment given by

Yulia Hendri Yeni, SE, MT

Created by:
Aisah Anugerah Qadri 1920522064

Magister Management
Faculty of Economic
Andalas University
2019