UNIVERSITAS INDONESIA

FACULTY OF ECONOMICS AND BUSINESS

DEPARTMENT OF MANAGEMENT
INTERNATIONAL UNDERGRADUATE PROGRAM

FINAL EXAMINATION
ODD SEMESTER 2021/2022
MARKETING MANAGEMENT

Lecturers: Marketing Management Teaching Team

Remarks: Open book
Date: December 15, 2021
Time: 9.00AM - 12.00PM WIB (180 minutes)

Instructions:
1. Students must fill in, sign, and email the attached Statement of Academic Integrity (in
PDF format) along with the answer sheets. Lecturers will not grade answers without
the attached statement of integrity .
2. Make sure your internet connection is stable to send your answer sheets through email/
EMAS/Google Classroom (Please check with your lecturer/tutor which platform will
be used for the exam).
3. The exam duration is 180 minutes (3 hours). Students will be given 10 minutes
to send answer sheets max 12.10 WIB (take a screenshot for the evidence). Any delay
in submission will not be accepted and will result in score reduction or even zero marks for the
student.
4. Your answers must be typed and sent in PDF format.
5. Your answers must follow the order of the questions.
6. Students must work alone. If any similarity within answers among students is detected, then
they will receive a penalty based on the rule from the Faculty of Economics and Business
Universitas Indonesia

1
QUESTION 1 (30%)
Read the following article before answering the questions!

Nicknamed the Macbook Killer, HUAWEI MateBook 14s and MateBook 14 Premium
Laptops Will Be Present in Indonesia December 8, 2021
 by world today news
 November 22, 2021
Anytime Plus – In today’s era, laptops are one of the main needs that cannot be separated from
daily activities. Start for work, school or other activities. Not only are they easy to carry
everywhere, but laptops with high performance are in high demand these days. This complete
package is presented by Huawei.
In order to deliver the latest smart office experience, Huawei has launched the HUAWEI
MateBook 14s and MateBook 14. This latest product from the MateBook range brings back the
DNA of the MateBook, combining aesthetics and lightweight design, innovative features and a
smart experience. No wonder with the new breakthrough that it brings, the HUAWEI MateBook
14s and MateBook 14 are touted as the ‘Macbook Killer’.
Interestingly, the HUAWEI MateBook 14s and MateBook 14 will be present in Indonesia in the
near future, precisely on December 8, 2021. Let’s not be curious, here are a myriad of advantages!
Carry Ultra Slim Body Design that’s So Light and Charming
The first advantage of the HUAWEI MateBook 14s and 14 is the ultra slim body design it carries.
This charming design is combined with sharp edges, making it suitable to support your high
mobility and you are comfortable to carry it everywhere.
Comes with a weight of approximately 1.43 kg and a thickness of 16.7 mm, this laptop supports
a 90 Hz refresh rate which makes the experience of reading documents or surfing the internet faster
and easier. Display display is also enhanced with support for 10.7 billion colors and 100 percent
sRGB color gamut.
Not only that, this sophisticated laptop is also embedded with a keyboard that supports 1.5mm
high key travel, a feature that is rarely presented by light laptops. You can feel a responsive
experience that provides comfort in using the keyboard while working.
In addition, the integrated 720P IR camera is placed on top of the bezel of the HUAWEI MateBook
14s, making your unlocking experience easier. Precisely by using the facial recognition feature
more easily. This laptop also features a 90 percent screen to body ratio to accommodate an
immersive visual experience.
Thanks to Exceptional Performance, All Productivity Can Be Cleaned Up Easily

2
Credit: Huawei
Furthermore, the HUAWEI MateBook 14s can be relied on to manage various productivity with
ease. This is because this laptop has a 2.5K 90Hz touchscreen and FullView Display with an aspect
ratio of 3:2, while providing a more vivid visual experience. This laptop also offers the best
performance with 11th Gen Intel® The Core™ i5-11300H Processor is the leading standard for
faster and smoother computing.
In terms of battery life, this laptop also offers an increase in 60Wh battery power that supports
HUAWEI fast charging 90W. You also worry about battery life while working. The cool thing
about this laptop is that it also has four speakers and a mic with AI noise cancellation for improved
sound quality.
Interestingly, the HUAWEI MateBook 14 comes with a performance that is not much different
from the MateBook 14s without the touchscreen feature. The combination of premium design,
high-quality specifications and performance as well as a comfortable typing experience is a
package that is rarely found in the thin and light laptop industry, making the HUAWEI MateBook
14s and MateBook 14 the perfect companion for professional activities.
Bring Smart Office Experience with Mobile Apps Engine
It doesn’t stop there, to support your every need, the HUAWEI MateBook 14s presents a smart
office experience with several mobile apps that have been optimized by Huawei. The application
can be directly installed via the AppGallery on the PC via Mobile Apps Engine support.
Meanwhile, the beta version of the PC AppGallery will be able to be used for the first time in
Indonesia through the HUAWEI MateBook 14s. This will bring the smartphone experience inside
a laptop, and even allow you to play games on a smartphone using a laptop responsively. Very
cool, right?
Getting Smarter Because It Can Be Connected With Various Devices
Last but not least, through the rapid advancement of digital device technology, the HUAWEI
MateBook 14s/14 delivers a seamless multi-device experience. This laptop can synergize flexibly
with smartphones, tablets, monitors, earphones, mice, speakers and printers. This connectivity
makes the HUAWEI MateBook 14s and MateBook 14 the perfect device to support seamless
productivity at work and in everyday life.
For example, the HUAWEI MateBook 14s and MateBook14 are capable of turning the tablet as
an external image medium for a PC, so you can handle different tasks efficiently on both devices.

3
From documents to images and videos, you can share content across devices with a simple drag-
and-drop.
The good news is that the HUAWEI MateBook 14s and MateBook 14 will be officially launched
on December 8 in Indonesia and available for pre-order during the period 8-17 December 2021.
Both products can be ordered at the HUAWEI High-End Experience Store, Erafone, Eraspace,
Urban Republic. , Datascrip Mall, or in various e-commerce sites such as Shopee, JD.ID,
Tokopedia, Blibli, and Lazada.
https://www.world-today-news.com/nicknamed-the-mackbook-killer-huawei-matebook-14s-and-
matebook-14-premium-laptops-will-be-present-in-indonesia-december-8-2021/

Questions:
a) (10%) Explain what is meant by layers of the product concept, then by referring to the
article above, explain the three layers of the Huawei Matebook 14s/14 laptop.

There are three layers in the product concept :

1. Core product = All the benefits the product will provide for consumers or business
customers
 In the Huawei Matebook 14s/14 laptop the core product is that it has combining
aesthetics and lightweight design, innovative features, and a smart experience. The
combination of premium design, high-quality specifications and performance as well
as a comfortable typing experience is a package that is rarely found in the thin and light
laptop industry, making the HUAWEI MateBook 14s and MateBook 14 the perfect
companion for professional activities.

 Huawei also builds up excitement for the customers by calling Huawei

Matebook 14 s as the ‘Macbook Killer’.

2. Actual Product = The physical good or the delivered service that supplies the desired
benefit.

 Huawei Matebook 14 s provides several features such as :

a. Carry Ultra Slim Body Design that’s So Light and Charming
The first advantage of the HUAWEI MateBook 14s and 14 is the ultra slim body design
it carries. This charming design is combined with sharp edges, making it suitable to
support your high mobility and you are comfortable to carry it everywhere.
Comes with a weight of approximately 1.43 kg and a thickness of 16.7 mm, this laptop
supportsa 90 Hz refresh rate which makes the experience of reading documents or
surfing the internet faster and easier. Display display is also enhanced with support for
10.7 billion colors and 100 percent sRGB color gamut.
This sophisticated laptop is also embedded with a keyboard that supports 1.5mm high

4
 key travel, a feature that is rarely presented by light laptops. You can feel a responsive
experience that provides comfort in using the keyboard while working.
In addition, the integrated 720P IR camera is placed on top of the bezel of the HUAWEI
MateBook 14s, making your unlocking experience easier. Precisely by using the facial
recognition feature more easily. This laptop also features a 90 percent screen to body
ratio to accommodate an immersive visual experience.
This laptop also offers the best performance with 11th Gen Intel® The Core™ i5-
11300H Processor is the leading standard for faster and smoother computing. In terms
of battery life, this laptop also offers an increase in 60Wh battery power that supports
HUAWEI fast charging 90W.
Interestingly, the HUAWEI MateBook 14 comes with a performance that is not much
different from the MateBook 14s without the touchscreen feature.
b. Bring Smart Office Experience with Mobile Apps Engine
The HUAWEI MateBook 14s presents a smart office experience with several
mobile apps that have been optimized by Huawei. The application can be directly
installed via the AppGallery on the PC via Mobile Apps Engine support.
Meanwhile, the beta version of the PC AppGallery will be able to be used for the
first time in Indonesia through the HUAWEI MateBook 14s. This will bring the
smartphone experience inside a laptop, and even allow you to play games on a
smartphone using a laptop responsively.
c. Getting Smarter Because It Can Be Connected With Various Devices
The HUAWEI MateBook 14s/14 delivers a seamless multi-device experience. This
laptop can synergize flexibly with smartphones, tablets, monitors, earphones,
mice, speakers and printers. This connectivity makes the HUAWEI MateBook 14s
and MateBook 14 the perfect device to support seamless productivity at work and
in everyday life.

For example, the HUAWEI MateBook 14s and MateBook14 are capable of turning
the tablet as an external image medium for a PC, so you can handle different tasks
efficiently on both devices. From documents to images and videos, you can share
content across devices with a simple drag- and-drop.

3. Augmented product = the actual product plus other supporting features, such as warranty,
credit, delivery, installation, and repair service after sale.

 The HUAWEI MateBook 14s and MateBook 14 will be officially launched on

December 8 in Indonesia and available for pre-order during the period 8-17 December
2021. Both products can be ordered at the HUAWEI High-End Experience Store,
Erafone, Eraspace, Urban Republic. , Datascrip Mall, or in various e-commerce sites
such as Shopee, JD.ID,Tokopedia, Blibli, and Lazada.
5
b) (10%) "Product objectives often focus on product quality, which is the overall ability of the
product to satisfy customer expectations". Based on the article above, explain the aspects of
product quality for this Huawei Matebook 14s/14 laptop.
 Aspects of product quality for the Huaweii Matebook 14s/14 laptop

a. Durable : The HUAWEI MateBook 14s and 14 is the ultra slim body design it
carries. This charming design is combined with sharp edges, making it suitable to
support your high mobility and you are comfortable to carry it everywhere.

b. Reliable : The HUAWEI MateBook 14s can be relied on to manage various

productivity with ease. This is because this laptop has a 2.5K 90Hz touchscreen
and FullView Display with an aspect ratio of 3:2, while providing a more vivid
visual experience. This laptop also offers the best performance with 11th Gen Intel®
The Core™ i5-11300H Processor is the leading standard for faster and smoother
computing. In terms of battery life, this laptop also offers an increase in 60Wh
battery power that supports HUAWEI fast charging 90W. You also don’t need to
worry about battery life while working

c. Versatile : The HUAWEI MateBook 14s/14 laptop delivers a seamless multi-

device experience. This laptop can synergize flexibly with smartphones, tablets,
monitors, earphones, mice, speakers and printers. This connectivity makes the
HUAWEI MateBook 14s and MateBook 14 the perfect device to support seamless
productivity at work and in everyday life.
d. Satisfies Needs : The HUAWEI MateBook 14s/14 laptop is also embedded with a
keyboard that supports 1.5mm high key travel, a feature that is rarely presented by
light laptops. You can feel a responsive experience that provides comfort in using
the keyboard while working. This laptop also features a 90 percent screen to body
ratio to accommodate an immersive visual experience. This laptop also has four
speakers and a mic with AI noise cancellation for improved sound quality.
e. Precision : This Laptop comes with a weight of approximately 1.43 kg and a
thickness of 16.7 mm, this laptop supportsa 90 Hz refresh rate which makes the
experience of reading documents or surfing the internet faster and easier. Display
display is also enhanced with support for 10.7 billion colors and 100 percent sRGB
color gamut. The integrated 720P IR camera is placed on top of the bezel of the
HUAWEI MateBook 14s, making your unlocking experience easier

f. Ease of use : The HUAWEI MateBook 14s presents a smart office experience with
several mobile apps that have been optimized by Huawei. The application can be
directly installed via the AppGallery on the PC via Mobile Apps Engine support.

Meanwhile, the beta version of the PC AppGallery will be able to be used for the
first time in Indonesia through the HUAWEI MateBook 14s. This will bring the
smartphone experience inside a laptop, and even allow you to play games on a
smartphone using a laptop responsively.

6
 g. Product Safety : The ultra slim body design makes it suitable for high mobility and
reduces the possibility of the laptop to fall down as it has happen many times
because of the laptop’s weight can be to heavy. However customers need to pay
attention to the sharp edges as it may cause a cut to the skin if not careful. Faster
chips and high performance softwares provides safe browsing for the customers.

h. Degree of pleasure: The combination of premium design, high-quality

specifications and performance as well as a comfortable typing experience is a
package that is rarely found in the thin and light laptop industry, making the
HUAWEI MateBook 14s and MateBook 14 the perfect companion for professional
activities

c) (10%) According to your analysis, which stage in the Product Life Cycle is the Huawei
Matebook laptop product at? Explain.
In my opinion, Huawei Matebook Laptop is at the growth stage, where consumers accept the
product and sales rapidly increase. The marketing goal here is to encourage brand loyalty by
convincing the market that this brand is superior to others. Continual new product
innovations fuel what seems for now to be an endless growth opportunity. Huawei must
heavily rely on advertising and other forms of promotion.
Since the technology industry has many competitors, promotions may shift from building a
primary demand to stimulating selective demand : demand for a company’s brand. Because
there are more potential customers, mass selling becomes more economical. Sales and
personal selling expand the number of outlets while also strengthening relationships with
channel members.

7
QUESTION 2 (25%)
Read the following articles about Sultan Boba products from Kopi Kenangan:
<https://www.wartaekonomi.co.id/read355652/luncurkan-sultan-boba-kopi-kenangan-group-
gaet-hotman-paris-jadi-ba>

WE Online, Surabaya -

Local non-franchise grab and go beverage retailer Kopi Kenangan has officially launched its
favorite topping, “Sultan Boba”, while celebrating “Hari Mantan Nasional” or “Harmanas”
(translated: National day to commemorate Ex-boyfriend/girlfriend).

According to the CMO and Co-Founder of Kopi Kenangan Group, Cynthia Chaerunnisa, her firm
deliberately named the product “Sultan Boba” because the texture of the original Taiwanese gold
boba is more supple and has an attractive golden yellow appearance. In addition, Cynthia said, her
party has also launched four new variants, namely Sultan Boba Sugar Palm Sugar, Kenangan Milk
Tea with Sultan Boba, Milk Tea Shades of Earl Gray with Sultan Boba, and Hazelnut Choco Milk
Tea with Sultan Boba.

Cynthia also said that these products can be purchased throughout Java. According to Cynthia, this
variant has been launched since August 2, 2021 and available at Kopi Kenangan outlets throughout
Indonesia on August 16, 2021 yesterday.

"In addition to launching variants, we have deliberately partnered with Hotman Paris as our
product Brand Ambassador (Sultan Boba). The appointment of Hotman Paris as the Brand
Ambassador is because he is synonymous with the Sultan's glamorous lifestyle," explained
Cynthia in her official statement at Warta Ekonomi in Surabaya, Monday (16/8/2021) yesterday.

On the other hand, Cynthia said, in addition to giving appreciation to her customers, her firm
also supports the government in handling Covid-19, especially health workers and volunteers to
share drinks at the vaccination center, which has been running since July and will continue until
mid-September with a total of 7,004 glasses of drink at 20 vaccination center points in Greater
Jakarta and Bandung.

“The various activities we carry out at “Harmanas” are certainly aimed at loyal consumers who
have been loyal to share memories while accompanying Kopi Kenangan's journey. “We hope that
with the various promotions that we present, the launching of Sultan Boba, as well as the sharing
of drinks to the health workers and volunteers at the vaccination center can make loyal consumers
feel happy in this Harmanas. In the future, Kopi Kenangan will continue to develop innovations
to produce quality drinks and food that consumers like," explained Cynthia.

Meanwhile, Hotman Paris said that the Sultan Boba variant has its own characteristics ranging
from premium and quality raw materials, presentation, to taste. “Kopi Kenangan is one of the
fastest growing F&B companies in Indonesia. For me, Sultan Boba's innovation is very interesting,
8
starting from its unique name, it is also made from premium quality materials, of course it has its
own uniqueness that not many other brands have. Therefore, I thank Kopi Kenangan for trusting
me to be able to represent Sultan Boba," concluded the well-knownlawyer.

Author: Mochamad Ali Topan

Editor: Rosmayanti

QUESTION:
Assume that you worked as one of the staffs at Kopi Kenangan sometime before the product was
launched. At the time you are involved in the preparation of the marketing plan for the product
and are asked to do a price planning according to the figure 10.1 (Solomon text book).
1. (15%) Apply the complete price planning steps on Sultan Boba products
 Step 1: Set Pricing Objectives
 Sales or Market Share Objectives: Sultan Boba develops bundling pricing offers to
increase market shares. For example: Every Friday to Sunday get your sultan boba for
only 12 ribu rupiah for every Rp 24,000 purchase of boba. By doing so the market share
and brand awareness will surely increase.
 Profit: Sultan Boba is sold at a price of Rp 24,000 up to Rp 32,000 per cup with size
from medium to large.
 Competitive Effect: Sultan Boba must alter pricing strategy during the first quarter year
sales because this is a new product that has not passed first quarter year sales then sultan
boba now can evaluate first their progress sales and alter pricing strategy in next year
sales.
 Customer Satisfaction: Based on the review from kumparan food sultan boba is a boba
that is “kenyal nan legit” which means that customers love the product and therefore
kopi kenangan must increase the variety of flavors and alter price levels in the next year
to match consumers expectations.
 Image Enhancement: Sultan Boba partnered with Hotman Paris as their product Brand
Ambassador. The appointment of Hotman Paris as the Brand Ambassador is because he
is synonymous with the Sultan's glamorous lifestyle and Kopi Kenangan also supports
the government in handling Covid-19, especially health workers and volunteers to share
drinks at the vaccination center, which has been running since July and will continue
until mid-September with a total of 7,004 glasses of drink at 20 vaccination center points
in Greater Jakarta and Bandung.
 Step 2: Estimate Demand
 Shifts in Demand: Kopi kenangan must pay attention to the shifts in demand, as
more people buy sultan boba many reviews are going to start coming and some
people may only feel that the sultan boba is a “one time thing”, this is very
dangerous as demand by decrease significantly. Therefore product innovation
plays a crucial role in here to make sure that demand is stable or does not decrease
significantly.

9
  Estimate Demand: Kopi Kenangan must understand and accurately estimate
demand. Plans for production of the product as well as marketing activities and
budgets must all be based on reasonably estimates of potential sales.
 Step 3: Determine Costs
 Variable Costs: Based on the information that I read, the cost of making a boba
is approximately around Rp 10,800 only.Which means that sultan boba already
has 36 % profit per boba this indicates that sultan boba is alreadu going into the
right direction on their pricing strategy.
 Fixed Costs : Kopi Kenangan must also take into account their employee salaries
and cost of equipment to make the boba. However this costs do not vary and
remains constant no matter how much the boba produced.
 Step 4 : Examine the pricing Environment
 The economy: Kopi Kenangan must see what is the current economic condition,
during the pandemic it is unfavorable to increase prices because many people has
experienced decrease in income
 The Competition : Kopi Kenangan must benchmark from other competitors and
see what advantages do they have and try to implement it.
 Government Regulation : Kopi Kenangan must pay attention to government
organizations such as BPOM and pay attention to the health requirements
required in the F&B business.
 Consumer Trends : Kopi Kenangan must take advantage the use of social media
because in this globalization era social media is a powerful tool that a business
can use to expand.
 The International Environment : Kopi Kenangan can also benchmark from other
boba brands internationally to see how they advertise their products, how much
do they sell their boba, and how they develop a trend for consumers to try their
product.
 Step 5 : Choose a pricing strategy
 Based on cost: Kopi Kenangan has already implemented keystoning which is a
retail pricing strategy in which the retailer doubles the cost of the item. The cost
of Boba is Rp 10,800 and the selling price is Rp 30,000 on average which means
that is already a 200% markup rate.
 Based on demand: Kopi Kenangan implements target costing for sultan boba
product because they want their customers to feel satisfied of the product and
feel that sultan boba is “value for money”. Therefore quality must always be at
best for the sultan boba product
 Based on Competition: Kopi Kenangan implements low pricing (promo pricing)
for sultan boba, as a previously mentioned they have a promo of buying sultan
boba at a price of 12,000 rupiah every Friday to Sunday for every Rp 24,000
purchase of boba.

10
  New Product Pricing : Kopi Kenangan implements trial pricing as they price
sultan boba low for a period of time to lower the risk for a customer and test how
do they respond to the prices.
 Step 6 : Pricing Tactics
 Price Bundling: In the 12.12 promo sultan boba offers 2 Kopi Kenangan Mantan
with Sultan Boba for only 22,000 rupiah if you pay with go pay.
 Captive Pricing: Kopi Kenangan have a promo of buying sultan boba at a price
of 12,000 rupiah every Friday to Sunday for every Rp 24,000 purchase of boba.

2. (10%) Propose pricing strategies and pricing tactics for the Sultan Boba product line.

(Note: You are allowed to seek additional information from any sources to complement your
answer)

a. Pricing Strategies:

Kopi Kenangan can implement a demand based-pricing for their products by looking at which
flavor the consumers love most, so they might charge a slightly higher price to earn more
profits. Yield management pricing can also be used depending on where do they open their
stores, if its in a nice mall with middle to high income consumers they could charge their price
higher and offer more comfortable ambience in their coffee shops. Kopi Kenangan must also
set a price leadership so they are able to determine the market price of a cup of boba, this can
be achieved if sales targets are achieved.

b. Pricing Tactics

Kopi Kenangan can introduce a new set of sizes to help implement decoy pricing, so that
consumers will tend to buy more on the larger cups for example as they see that it brings more
value to them. They also can implement quantity discounts in which they charge products with
large sizes more and give them a discount. Cash discounts can also be implemented so that
consumers can buy their products using cash quickly. Lastly seasonal discounts such as 12.12
must also improve and keep on going to increase their sales on a particular time when the
opportunity arises.

11
12
QUESTION 3 (20%)
JD.ID, in Indonesia, is known as an online retail store. When it was first established, this shop sold
electronic products and gadgets. Then it also provides products such as shoes, sportsclothing as
well as beauty and health products. Read the article below:

JD.ID Presents Yoji, a Special Lifestyle Retail Outlet

(source: : https://swa.co.id/swa/trends/jd-id-hadirkan-yoji-gerai-ritel-khusus-gaya-hidup
https://industri.kontan.co.id/news/jdid-membuka-empat-gerai-offline-baru-di-tahun-ini

by Herning Banirestu - September 24, 2021

Since the end of 2018, JD.ID has expanded its distribution channels to offline businesses by
opening various retail outlets with unique and interesting concepts by presenting a different
shopping experience. JD.ID is back closer to its customers by inaugurating the newest retail outlet
under the name Yoji at Ashta District 8, SCBD - South Jakarta.

Unlike the previous ones, namely JD Hub which has a minimarket concept by offering daily
necessities, and Wellio with a retail store concept that sells various electronic equipment and
household products, Yoji has a focus on lifestyle and technology, which offers a wide selection
of exclusive products. from various well-known brands. In addition, there will also be a variety
of exclusive unique merchandise from JD.ID in the lifestyle category for fashion, beauty and home
living collections.

“We have a unique business model with two powerful platforms, highly integrated digital(online)
and physical (offline) assets. By having these two platforms, we have a long-term strategy to create
a memorable and connected shopping experience, to provide a meaningful personal bond with our
customers wherever and however they choose to shop,” said Eyvette Tung, Head of Offline
Business JD. ID.

At Yoji, customers can enjoy direct shopping services in stores and make independent transactions
online through the virtual market concept with LED Interactive Screen. This concept also
introduces the latest online-to-offline (O2O) feature from JD.ID, where integration between offline
outlets and online platforms takes place. Customers can make digital transactions directlyand do
self-pick ups at stores or choose instant delivery to their respective addresses.

To note, Yoji means 'emphasize', which emphasizes and represents JD.ID's aspiration to always
provide the best for consumers. “Understanding consumer needs is the soul of Yoji's presence.
Customers will not find it difficult to choose a product because we have carefully selected all the
products sold here. We hope to satisfy consumers through the quality of the products we sell and
the convenience of shopping directly at YOJI outlets, which are easy," added Eyvette.

David Hilman, COO of Asri Group said, "Yoji is here to offer contemporary and qualityproducts
that are very suitable for the needs of young and trendy Ashta District 8 visitors.

13
Located in a very strategic area, we hope that we can help strengthen JD.ID's retail existence and
together answer the needs of every consumer.

The presence of retail outlets such as Yoji is expected to help JD.ID realize the company's main
mission to bring happiness through a commitment to always offer original products with good
quality and provide easy and convenient shopping services.

Budi Primawan, Deputy Chairperson of the Indonesian E-Commerce Association (idEA) said that
idEA really appreciates and supports innovation from JD.ID as an e-commerce pioneer that applies
the concept of integration between offline outlets and online platforms for the development of the
e-commerce industry in Indonesia. "We see the various innovations that have been carried out by
JD.ID in line with IdEA's vision in encouraging the development of Indonesia's digital economy,
so that it can support growth and efforts to recover the Indonesian national economy," added Budi.

Unlike the previous ones, namely JD Hub which has a minimarket concept by offering daily
necessities, and Wellio with a retail store concept that sells various electronic equipment and
household products, Yoji has a focus on lifestyle and technology, which offers a wide selection
of exclusive products. from various well-known brands. In addition, there will also be a variety
of exclusive unique merchandise from JD.ID in the lifestyle category for fashion, beauty and home
living collections.

“We have a unique business model with two powerful platforms, highly integrated digital(online)
and physical (offline) assets. By having these two platforms, we have a long-term strategy to create
a memorable and connected shopping experience, to provide a meaningful personal bond with our
customers wherever and however they choose to shop,” said Eyvette Tung, Head of Offline
Business JD. ID.

At Yoji, customers can enjoy direct shopping services in stores and make independent transactions
online through the virtual market concept with LED Interactive Screen. This concept also
introduces the latest online-to-offline (O2O) feature from JD.ID, where integration between offline
outlets and online platforms takes place. Customers can make digital transactions directly and do
self-pick ups at stores or choose instant delivery to their respective addresses.

To note, Yoji means 'emphasize', which emphasizes and represents JD.ID's aspiration to always
provide the best for consumers. “Understanding consumer needs is the soul of Yoji's presence.
Customers will not find it difficult to choose a product because we have carefully selected all the
products sold here. We hope to satisfy consumers through the quality of the products we sell and
the convenience of shopping directly at YOJI outlets, which are easy," added Eyvette.

David Hilman, COO of Asri Group said, "Yoji is here to offer contemporary and qualityproducts
that are very suitable for the needs of young and trendy Ashta District 8 visitors. Located in a very
strategic area, we hope that we can help strengthen JD.ID's retail existence andtogether answer the
needs of every consumer.

The presence of retail outlets such as Yoji is expected to help JD.ID realize the company's main
mission to bring happiness through a commitment to always offer original products with good
quality and provide easy and convenient shopping services.

14
Budi Primawan, Deputy Chairperson of the Indonesian E-Commerce Association (idEA) said that
idEA really appreciates and supports innovation from JD.ID as an e-commerce pioneer that applies
the concept of integration between offline outlets and online platforms for the development of the
e-commerce industry in Indonesia. "We see the various innovations that have been carried out by
JD.ID in line with IdEA's vision in encouraging the development of Indonesia's digital economy,
so that it can support growth and efforts to recover the Indonesian national economy," added Budi.

Located in Ashta District 8 Floor 1 and has an area of 140 m 2, YOJI outlets pamper consumers
with a comfortable and trendy interior appearance. JD.ID will continue to expand with full
preparation for all exclusive outlets such as YOJI to ensure the right marketing strategy for JD's
friends. Complete information about YOJI can be seen through the official Instagram account
@jdid and the website www.jd.id or through the JD.ID application which is available on iOS and
Android.

Questions.

a. (10%) What is the purpose of JD.ID opening an off-line outlet, Yoji and various other brick
and mortar outlets? What is the difference between Yoji and the offline outlets of the
previous JD.ID Group (JD Hub, Wellio, and JD.ID Electronic Store).

JD.ID’s purpose in opening an offline outlet, Yoji and various other brick and mortar outlets
is to make sure that customers can enjoy direct shopping services in stores and make
independent transactions online through the virtual market concept with LED Interactive
Screen. This conceptalso introduces the latest online-to-offline (O2O) feature from JD.ID,
where integration between offline outlets and online platforms takes place. Customers can
make digital transactions directlyand do self-pick ups at stores or choose instant delivery to
their respective addresses. “Understanding consumer needs” is the soul of Yoji's presence.
Customers will not find it difficult to choose a product because we have carefully selected
all the products sold here. YOJI hopes to satisfy consumers through the quality of the
products they sell and the convenience of shopping directly at YOJI outlets, which are easy.

The difference between the previous ones, namely JD Hub which has a minimarket concept
by offering daily necessities, and Wellio with a retail store concept that sells various
electronic equipment and household products, Yoji has a focus on lifestyle and technology,
which offers a wide selection of exclusive products. from various well-known brands. In
addition, there will also be a varietyof exclusive unique merchandise from JD.ID in the
lifestyle category for fashion, beauty and home living collections. With a unique business
model with two powerful platforms, highly integrated digital(online) and physical (offline)
assets JD.ID aims to have a long-term strategy to create a memorable and connected
shopping experience, to provide a meaningful personal bond with our customers wherever
and however they choose to shop.

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 b. (10%) How should the offline retail outlets owned by JDiD develop its logistics strategy,
namely its 5 logistics functions (order processing, warehousing, material handling,
transportation and inventory control)?

The offline retail outlets must have an organized network of producers (or manufacturers),
wholesalers, and retailers that develop relationships and work together to make products
conviniently available to eager buyers.
 Develop Logistic Strategies:
 Order processing: integrating information from across the entire company, including finance.
order fulfillment manufacturing. and transportation and then facilitates sharing of the data
throughout the firm through the implementation of an enterprise resource planning (ERP)
system.
 Warehousing: JD.ID can store goods in anticipation for sale or transfer to another member of
the channel distribution.
 Material handling: JD.ID should ensure that the moving of products into, within, and out of
warehouses run smoothly.
 Transportation: Trucks should be used as it is suitable for a wide variety of products,
including those that need special care (silk products).
 Inventory control: Activities to ensure that goods are always available to meet customers
demands. JD.ID can achieve this by using radio frequency identification (RFID) Product tags
with tiny chip containing information about the clothes content, origin, and destination.

QUESTION 4 (25%)
Natuna Hopes More Tourists Visit After the Pandemic
The tourism sector is one of the pillars of development launched by President Joko Widodo
(Jokowi) in Natuna Regency, Riau Islands. Natuna has held the status of a National Geopark (Earth
Park) since 2018. Natuna is located at the northern end of the waters between the islands of
Sumatra and Kalimantan. This leading area is bordered by a number of countries, such as Vietnam,
Thailand, to Malaysia. The district, which is only 22 years old, has several large islands, such as
Bunguran or Natuna Island, Sedanau Island, Pula Laut, Subi Besar Island, to Serasan Island.
Natuna has 119 tourist attractions, 80 percent of which are marine tourism. There are 79 beaches
spread across a number of sub-districts, 5 waterfall points, and 52 historical sites. A total of eight
destinations have geosite status, including Tanjung Datuk, Kamak Beach and Caves, Senua Island,
Tanjung Senibung, Mount Ranai, Batu Kasah, Akar Island, and Satanu Island. However, Natuna
tourism has been one of the hardest hit by the Covid-19 pandemic. The number of local and foreign
tourists fell drastically in 2020. The travel restriction policy over the past year has made the tourism
sector sluggish.
Citing the BPS (Central Bureau of Statistic) report of Natuna Regency 2021, the number of

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tourists coming to Natuna decreased compared to previous years. Like foreign tourists recorded
only 30 people last year. In fact, the number of foreign tourists who visited in 2019 reached 166
people. In addition to the reduced number of travelers, the number of hotels has also decreased. In
2020, only 38 hotels are operating with a total of 517 rooms.
Now Natuna is starting to improve to attract visiting tourists. The spread of Covid-19, which has
begun to decline, followed by the easing of a number of restrictions is expected to encourage
people to flock to the 'Sakti Sea Rantau Sorcerer' area. Natuna Regent (High government official)
Wan Siswandi said his party would open the widest possible investment in the tourism sector. He
will exempt permits related to tourism development, such as the construction of lodging or resorts.
In addition to physical development, Siswandi said his party would also increase the number of
cultural festivals. According to him, the festival can be a tourist magnet. He admitted that he had
prepared a budget to make various festivals throughout 2022. In his plan, these festivals will be
held regularly at Piwang Beach, Ranai. "We want to show people that we have culture, art that
we will sell outside," he said. Siswandi said that Natuna's leading tourist destination is the beach.
According to him, currently there are eight tourist sites designated as geosites. Currently, his party
is developing 49 locations spread across Natuna Regency into geosites. "Then at sea, there were
several sunken ships that Bung Karno hadridden, Bung Hatta were all at sea. Then there were
also sunken ships from China carrying antiques," he said.
Siswandi realizes that the price of a plane ticket to Natuna is quite expensive. Then there are no
direct flights, such as from Jakarta. For domestic and foreign travelers who want to go to Natuna,
they must also transit and change planes in Batam, Riau Islands. According to him, the central
government is planning to build a new airport in the Kelarik area, North Bunguran Dist rict. He
also suggested that the new airport, if not used for military purposes, be managed by the private
sector and state-owned enterprises. Siswandi stated that his party could not afford if they had to
build their own airport. Nevertheless, his party can support the construction of the new airport by
providing land up to 500 hectares.

QUESTION:

Based on the article above, assume that the local government, central government and other private
sector has succeeded in cooperating in the provision of infrastructure facilities andinfrastructure
as well as accommodation in Natuna Regency, Riau Archipelago, which is one of Indonesia's
National Geoparks (Earth Park). You are asked to create and explain 5 (five) steps of planning an
effective promotion mix based on Solomon, et.al., (2018) Figure 13.4, post- pandemic to Natuna
Regency, Riau Islands for: Domestic tourists.
Name and explain in detail the 5 steps of planning the promotion mix that must be applied in
tourism in Natuna Regency, Riau Islands.

Step 1 : Identify the Target Audience

 The local government, central government, and other private sectors must
communicate both with members of their target market and with a variety of
stakeholders who influence the target market, this can be done by conducting research,
social media Q&A, and multiple surveys. Of course, the intended customer is the most
important target audience and the one that they should focus on the most.
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Step 2: Establish Communication Objectives
 Creat Awareness: As Mr. Wan Siswandi said his party would open the widest possible
investment in the tourism sector. He will exempt permits related to tourism
development, such as the construction of lodging or resorts. In addition to physical
development, Siswandi said his party would also increase the number of cultural
festivals. According to him, the festival can be a tourist magnet. He admitted that he
had prepared a budget to make various festivals throughout 2022. This can be one of
the ways to create awarness that Natuna is an interesting place to visit.

 Inform the Market: These festivals will be held regularly at Piwang Beach, Ranai. "We
want to show people that we have culture, art that we will sell outside," he said.
Siswandi said that Natuna's leading tourist destination is the beach. According to him,
currently there are eight tourist sites designated as geosites. Currently, his party is
developing 49 locations spread across Natuna Regency into geosites. The market has
to know the details of the festivals

 Encourage Purchase and Trial : They must rely on promotions and advertising such as
promo tickets and ads that promote the beauty of Natuna. They can invite a couple of
influencers to go Natuna and ask them to show the beauty of Natuna so that people can
feel the urge to visit natuna.

Step 3: Determine and Allocate the Marketing Communication Budget

 Top-down budgeting techniques: Incumbents in the government can allocate the promotion
budget and estimate how much budget is needed
 Percentage of sales method: This method needs to be adjusted with the current situation
that we are facing, we cannot put the same prices as last year as in the pandemic there are
many people who suffer a decrease in income. Reasonable prices must be set first to
increase consumers eagerness to go to Natuna.
 Bottom-up budgeting techniques:We allocate the promotion budget based on promotion
goals and allocating enough money to accomplish them.
 Objective task method: The government needs to define a specific communication goals
they hope to achieve and try to calculate what kind if promotion efforts it will take to meet
these goals.
 Push Strategy: To increase tourism a push strategy is neede because the government needs
to convince channel members to offer consumers the wonderful things about Natuna so
they would be eager to visit.

Step 4: Design the Promotion Mix

The government must determine the specific communication tools to use, what message to
communicate, and the communication channels that will be used to send the message. This can be
done through various research, increasing sales promotion, conduct a buzz marketing, etc.

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Step 5: Evaluate the Effectiveness of the Communiction Program
Lastlty, The Government must evaluate whether they have already achieved effective
communication in the program because if the communication is uneffective then the message will
not be received. Hence it will lead to failure in promoting Natuna Tourism.

(Note: Find other valid additional references that can support your analysis)
End of Exam Questions
= Bon Courage =

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 STATEMENT OF ACADEMIC VERITY

In my utmost honesty, I hereby solemnly vow and declare that:

1. I do not receive, nor do I give, any form of assistance from or to other students in doing
the final-exam of marketing management
2. I do not conduct any act of plagiarism of the others’ work and/or admit it as my own.
3. I am well aware that any act of infringement to the academic verity will result insanctions
according to the academic rules and regulations in force at the Faculty of Economics and
Business, Universitas Indonesia.

Jakarta, 15 December 2021

Mikhail Rifqi Rinaldi

2006490182

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