The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff (Part 5)

To get a better understanding about this, please start reading from the first post of the series. 

THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:

• Introduction & Book Cover   : Part 1
• Research Originality Statement and Acknowledgement   : Part 2
• Abstract                                          : Part 3
• Table of Contents                          : Part 4
• List of Tables                                 : Part 4A

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LIST OF TABLES

Table 1.1                    Indonesia’s Most Admired Companies Award 2010....4

Table 1.2                    Taxi Company Comparison..........................................5

Table 1.3                    Top Brand Award 2010, Taxi Category (Listing 1-4)....6

Table 2.1                    The Marketing Strategy Indicators.............................. 37

Table 2.2                    Competitive Advantage Indicators.............................38

Table 2.3                    The Marketing Mix Indicators......................................39

Table 2.4                    The Marketing Communication Strategy Planning

                                    Indicators.......................................................................39

Table 2.5                    The Marketing Communication Mix Indicators..........41

Table 4.1                    Summary BBGT Marketing Strategy..........................65

Table 4.2                    Summary of BBGT Competitive Advantage Strategy

Analysis................................................................................75

Table 4.3                    TOP Brand Award Kategori Tambahan....................78

Table 4.4                    Summary of BBGT Marketing Mix Compared to Express

Taxi......................................................................................96

Table 4.5                    Marketing Communication Planning Process

Comparison........................................................................102

Table 4.6                    BBGT Marketing Communication Mix and the Chosen

Media Mix ..........................................................................111

Table 4.7                    BBGT Marketing Communication Creative Idea.....112

Table 4.8                    Summary of BBGT Marketing Communication Strategy

Planning.............................................................................119

Table 4.9                    BBGT Marketing Communication Strategy 2009-2010

To Maintain Market Leader Position after Using the

Highest Tariff..................... ..............................................138

LIST OF FIGURES

Figure 1.1                  Taxi Tariff in Jakarta as of September 2008......................  2

Figure 2.1                  Five Stage of the Consumer Buying Process....................12

Figure 2.2                  Three Levels of Strategy....................................................  31

Figure 2.3                  The Zero-based Planning Process.....................................32

Figure 2.4                  Frame of Reference. The Marketing Communication

Strategy of Blue Bird Taxi to Maintain Market Leader

Position After Using The Highest Tariff.............................      43

Figure 4.1                  Blue Bird Group Logo.........................................................53

Figure 4.2                  Blue Bird Taxi & Pusaka Taxi Logo.................................. 55

Figure 4.3                  Blue Bird Taxi & Pusaka Taxi............................................ 55

Figure 4.4                  BBG Corporate Image Department................................. 57

Figure 4.5                  Express Group Taxi Logo...............................................   68

Figure 4.6          Express Group Taxi Car.......................................................     68

Figure 4.7          BBGT Credit Voucher........................................................      124

Figure 4.8          BBGT Advertorials.............................................................      126

Figure 4.9          BBGT PR Activity: Public Affairs & Magazine...................   129

Figure 4.10        BBGT Sponsorship at Kidzania & Cinema........................   130

Figure 4.11        BBG Exhibitions for Credit Voucher Registration..............  132

Figure 4.12        BBGT Corporate Identity..................................................       133

Figure 4.13        BBGT Interior POP and Merchandising............................    135

Figure 4.14        BBGT Website, Facebook and Twitter Page....................   138

LIST OF ATTACHMENTS

Attachment 1     : Interview Transcript with Blue Bird Group Staff

Attachment 2     : Interview Transcript with 5 Respondents

Attachment 3     : Internet news article

Attachment 4     : Advertisement Media Plan

Attachment 5     : Blue Bird Group Batik Program Video Script

Attachment 6     : Blue Bird Group Batik Video Shooting Schedule

Attachment 7     : News article from Blue Bird Group Magazine

                              February 2009
Attachment 8     : Letter of Confirmation