Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 22)

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
• Chapter I       : part 5, part 6, part 7
• Chapter II      : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18, 
• Chapter III      : part 19, part 20, part 21
• Chapter IV     : part 22

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CHAPTER IV

RESEARCH ANALYSIS

After discussing the methodology of the research, in this chapter the author will discuss the result of the research and analyze its findings of the marketing communication strategy used by Blue Bird Taxi to maintain market leader position after using the highest tariff.

4.1       Blue Bird Group Company Profile

Figure 4.1

Blue Bird Group Logo

Source: http://www.bluebirdgroup.com

Blue Bird Group (BBG) is a ground transportation company in Indonesia established in 1972. They are the leading company in regular taxi services (Blue Bird and Pusaka). Other various transport services that they offer are executive taxis that are targeted for middle to upper markets (Silver Bird), car rental (Golden Bird), bus rental (Big Bird) and container trucks (Iron Bird). With the motto "the reliable transportation partner", Blue Bird is known for high standards in serving the passenger taxis. Blue Bird Group serves an average of three million passengers per month throughout Indonesia and controls around 55% market share.

Blue Bird Group is supported by more than 20,000 employees, the latest technology such as GPS, MDT, SAP, and a computerized ordering system. With a combined fleet of approximately 21,000 vehicles in 17 branches, the Blue Bird Group's services are available in many cities of Indonesia including Jakarta, Bali, Bandung, Banten, Manado, Medan, Lombok, Semarang, Surabaya and Yogyakarta. In addition, their services can also be found in the central business and tourist destinations throughout the country.

4.1.1 Blue Bird Group Vision and Mission

 Blue Bird Group vision is “to be a sustainable, quality-driven company that ensures the continuing prosperity of all its stakeholders.”

Blue Bird Group mission statement is “our goals are to achieve customer satisfaction, and to build and defend the first position as market leader in every category in which we compete. In land transportation, we provide reliable, high quality and superior services with the efficient use of resources, and we do it as a team.’

  

4.1.2 Blue Bird Group Regular Taxis Service

Figure 4.2

Blue Bird Taxi & Pusaka Taxi Logo

Source: http://www.bluebirdgroup.com

This research will focus on Blue Bird Group (BBG) regular taxi services which have 2 brands of taxi, Blue Bird taxi and Pusaka Taxi as seen in Graphics 4.2. Blue Bird taxis has a light blue color car, and Pusaka taxis have a dark blue color car as seen in Graphics 4.3.

Figure 4.3

Blue Bird Taxi & Pusaka Taxi

Source: Blue Bird Internal Video

Other taxis under the Blue Bird Group flagships include Morante Jaya, Cendrawasih, Pusaka Nuri, Pusaka Biru, Pusaka Lintas, Pusaka Satria, Pusaka Sentra, Pusaka Banten, Pusaka Prima, Surabaya Taksi, Bali Taksi and Lombok Taksi. BBG expansion of the armada is to fulfill a large demand of taxi services and the subsidiary companies is due to government regulations imposing limits on the number of vehicles allowed to operate under a certain privately owned company

In 2010, BBG taxi armada has combined fleet of 15.680 taxis all over Indonesia and approximately 11.000 taxis in Jakarta area. BBG has 28 Pools scattered throughout Jakarta, Bali, Bandung, Banten, Manado, Medan, Lombok, Semarang, Surabaya and Yogyakarta. Their strategic placement of taxi outlets is to allow easy access in and out of major business and commercial districts. These also include tourist hot spots and national and international airports around the country.

BBG taxis are known for their trusted drivers, utilizing the latest technology including computerized reservation system and GPS tracking; well-maintained fleet, lost-and-found services, easy to get fleet and easy payment options.

4.1.3 Blue Bird Group Corporate Image Department

Blue Bird Group is a family owned company which was founded by the late Mrs. Mutiara Djokosoetono, SH and is now led by her son Dr. H. Purnomo Prawiro as the President Director. The company’s management consists of nine departments which are managed by a Vice President and 17 pool depots or branch offices managed by a General Manager. The 9 departments of BBG are Business and Development, Audit, Central Operations, Sales & Marketing, Regulatory Affairs, Finance & Administration, Technical, Human Resources, Operations and 17 pool depots.

 The BBG Corporate Image division, whom is responsible for communication of the company, is under the management of Business Development Department. The Corporate Image division is manage by the Corporate Image Manager and divided into the Creative team, Marketing Communication staff and the Public Relations team as seen in table 4.1.

Figure 4.4

BBG Corporate Image Division Management Hierarchy

 Source: Blue Bird Interview

Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 21)

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
• Chapter I       : part 5, part 6, part 7
• Chapter II      : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18, 
• Chapter III      : part 19, part 20, part 21

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(Chapter III continued)

3.3       Data Generation Schedule

            This research lasts for 7 months, from July to January 2011, while interviews were conducted on January 2011. The location is at Blue Bird Group Headquarters in Jl. Mampang Prapatan Raya, Jakarta Selatan.

3.4       Data Analysis Procedure

            The kind of analysis data which was used in this research is descriptive. It describes and explains the situation or the occurrence as it is. Data analysis was done in the field by conducting interviews with the key informant and the information obtained was analyzed qualitatively. The steps of data analysis were:

3.4.1.  Transcribes

            As previously mentioned, the interviews were recorded. After the interviews have been conducted, the researcher transcribed the information. The researcher did the transcription himself because this allows the researcher to immense in the data and become sensitive to the issues of importance.

3.4.2.  Read the Transcribes

            After making the transcribes, the researcher read it at least three times to get deeper understanding about the information contained. The researcher also made a minimum of three copies of transcripts. The researcher numbered each line of the interview transcript so that the researcher can pinpoint specific data when searching for them. Besides that, researcher also read field notes and secondary data/ literature review.

3.4.3   Coding

            Coding provides a first step to developing the categories, patterns and concepts. Coding informs the decisions the researcher made about what is worth saving, how to divide up the material, and how incidents of, say, activities or talk relate to other coded items. Coding starts after the researcher have read through the evidence several times and considers that the researcher thoroughly immersed in it and have begun to get an overall idea of the big picture (Daymon and Holoway.2002:122)

3.4.4   Categorization

            When the researcher found the themes and patterns in the data, then it was classified in two ways: according to the definitions used by participants themselves, or according to terms created by the researcher to reflect categories for which participants do not have labels or theme.

            The research uses these following methods of data analysis procedure:

1.    Collecting information from the field in Triangulation Method (depth interview, document review and observation)
2.    Transcript and coding the information that was gathered at the field
3.    Sorting the information into categories
4.    Review the theory with the finding
5.     Analysis the finding

Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 20)

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

• Chapter I       : part 5, part 6, part 7
• Chapter II      : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18, 
• Chapter III      : part 19, part 20

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(Chapter III continued)

3.2       Data Generation Procedure

            The author uses the triangulation of method; consist of in-depth interview, observation and document review as the source of information in this research.

            In this research, a combination of more than one perspective is often used to coordinate the data because, traditionally, it is claimed that triangulations comes in different forms which is defines as: data triangulation, where you use multiple data sources, such as collecting data from different groups, settings or at different times.

3.2.1   Depth Interview

            Interview is a conversation between a researcher (someone who wishes to gain information about a subject) and an informant (someone who wishes to gain information about a subject). The objective is to grasp the subject’s (informant) perspective: understanding the person’s mental categories, interpretations, perception, feelings and the motives underlying his actions (Corbetta, 2003)

            Several value of holding personal interview are the researcher can control whom they want to interview, the personal interview provides the greatest degree of control to the researcher. A personal interview is one of the most effective ways to capture in-depth attitude or opinion information. The interviewer has the greatest flexibility in survey length and structure, the interviewer can remove the interviewee from a social situation in which she might be influenced in their answers, in personal interview, and the interviewer can see the behavior of the respondent (Hester, 2000:186).

            The interview is one-to-one, semi-structured interviews, and the conversation is recorded. The interview is located in several different locations, flexible the interviewer and informant’s situation. The structure also will depend on the flow of the interview.

            Semi–structure or focused interviews are often used in qualitative researcher. The questions are contained in an interview guide with a focus on the issues or topic areas to be covered and the lines of inquiry to be followed. The sequencing of questions is not the same for every participant as it depends on the process of each interview and the responses of each individual (Daymon and Holloway, 2002)

            The following are those who are directly involved in this study as sources of information, namely:

1. Corporate Image Manager of Blue Bird Group

Responsible for managing Blue Bird Group overall communications internally and externally including the marcom planning, advertising, design, dealing and choosing advertising agency, production house, print production, etc.

2. Blue Bird Group Marketing Communication Staff

Responsible for the communication of Blue Bird product and services including advertising, social media, company visit, etc

3. Public Relations Manager of Blue Bird Group

Responsible for brand advocacy and media relations including press release, spokesperson, crisis management and Blue Bird Group in-house publication, Mutiara Biru.

4. Blue Bird Group Taxi Driver

As the front liners in providing services to taxi customers

5. Taxi user

As the customers that uses the taxi services of Blue Bird and other taxi companies.

3.2.2   Observation

            Participant-observation is the immersing of yourself in the study of people you’re not too different from. It is almost always done covertly, with the researcher never revealing their true purpose or identity.

Gold (1958) proposed four ‘master roles’ for the researcher.

1. Complete participation – the researcher participates in deviant or illegal activities and goes on to actively influence the direction of the group. 
2. Participant as observer – the researcher participates in deviant or illegal activities but does not try to influence the direction of the group.
3. Observer as participant – the researcher participates in a onetime deviant or illegal activity but then takes a back seat to any further activities.
4. Complete observation – the researcher is a number of the group but does not participate in any deviant or illegal activities

Observation of human action provides researchers with data about consumer behavior and social processes as they are enacted within the realms of the social reality of participants (Daymon and Holloway, 2002:203). The strength of observations is that it can be less disruptive and more unobtrusive then other methods. Therefore you are less likely to influence the data you are collecting.

The researcher did the observation type as a complete participation. Researcher participated in a marketing communication activity in creating a video profile for Blue Bird taxi new batik uniform, and make notes for information that could be material for this research.

The observation took place at Blue Bird Group Headquarters in Jl. Mampang Prapatan Raya. It was conducted in order to support data gathered by researcher and these data help researcher to have a deep analysis.

After all the data has been already gathered, the researcher sorted and made the analysis. Based on the analysis, the researcher could deliberate the conclusion.

   

3.2.3   Document Review

           Document consists of words and images that have been recorded without the intervention of a researcher. They are in written, printed, sound, visual and digital forms. According to Hester (2000), documentary sources is important in qualitative research because, on the whole, access to them is low cost and often easy, the information provided in them may differ from or may not be available in spoken form, and because documents endure over time, therefore providing historical insights.

            The researcher gathered the documents from the literature, and media. The survey interview was located in several locations, flexible to the interviewer and respondent situation. Secondary data were obtained from Blue Bird, media, library, etc.

            Both primary and secondary data obtained were analyzed to generate conclusion.

Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 19)

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

• Chapter I       : part 5, part 6, part 7
• Chapter II      : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18, 
• Chapter III      : part 19

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CHAPTER III

RESEARCH DESIGN AND METHOD

In order to achieve the objective of this study, the researcher has designed the work plan which will be explained in more detail in this chapter. This chapter consist of research locale, research method used, resources persons, instrument to be used and data gathering procedure.

3.1.      Research Method and Design

Research designs are classified into three traditional categories: exploratory, descriptive and causal. (Burns & Bush, 2006:116-127)

1. Exploratory research is most commonly unstructured, informal research that is undertaken to gain back-ground information about the general nature of the research problem.
2. Descriptive research is under-taken to obtain answer to question of who, what where, when and how.
3. Causal research. Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form “If x, then y.” These “if-then” statements become our way of manipulating variables of interest.

The choice of the research design depends largely on the objectives of the research, which includes:

1. To gain background information and develop hypotheses.
2. To measure the state of a variable of interest, such as level of brand.
3. Or to test hypothesis that specify the relationships between two or more variables, such as level of advertising and brand loyalty.

Based on the purpose and the research questions, the purpose of this research will be to explore and describe. This explores what the author’s research purpose brings up and describing what is brought up. This research is exploratory and descriptive.

There are essentially two types of research: quantitative and qualitative. Quantitative research uses surveys based on a representative sample of the population or target group. Qualitative research involves an in-depth, unstructured exploration with either small groups of individuals (group discussion or focus groups) or with individuals on a one-to-one basis (depth interviews). (Smith, 1998:117)

            This research uses the qualitative research method in order to find out new ways and ideas of the marketing communication strategy and tools use by a company to maintain market leadership after using the highest price. This is done through obtaining materials of research in the form of written words from the result of interview with key informant and informants, and also its ability for the researcher to be closely involved with the research participants.

Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 18)

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

• Chapter I       : part 5, part 6, part 7
• Chapter II      : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18

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(Chapter II continued...)

2.10.1.2 Research Question Two, to analyze and make an opinion of the marketing communication strategy use to communicate a better valued over higher price.
            To answer this question we will use the marketing communication planning by Ouwersloot & Duncan (2007) called the Zero-based Planning that has 6 steps:

Table 2.4
The Marketing Communications Strategy Planning Indicators

1. Identify Target     Audience	Using parts of Research Question One. (Kotler et al, 1999): -       Segmenting -       Targeting
2. Analyze SWOTs	1. Summarize brand related condition of: -       Internal (Strength & Weakness): 4Ps, Brand Relationship, Brand Communication -       External (Opportunities & Threat): Threat in market place condition, Opportunities in social & economic condition
	2. SWOT Analysis to consider: -       Realistic Damages to brand if Weakness or Threat is not addressed -       Realistic Benefit if  Opportunities or strength is not leveraged -       Cost of addressing or leveraging each SWOT -       Time Frame to address or leverage each SWOT
3. Determine MC     objective	1. AIDA Model of Consumer Response: - Communication objective (Awareness, Interest & Desire) - Behavioral Objective (Action)
	2. Criteria for objective: Specific, Measureable, Achievable, Challenging
4. Develop Strategies       & Tactics	1. Selecting MC mix & selecting Media mix (Smith et al, 2002) 2. Select the Creative Idea 3. Scheduling & Timing of MC activities
5. Determine the     Budget	This can be: percentage-of-sales, objective and task, share-of-category spending, and Return On Investment (ROI).
6. Evaluate     Effectiveness	Regarding relationship strength, sales, share & awareness from: -       Industry Report -       Own research

2.10.1.3 Research Question Three, to analyze and make an opinion of the marketing communication mix used.
            To answer this question we will look use the marketing communication mix by Smith et al (2007), which can includes:

Table 2.5
The Marketing Communications Mix Indicators

1. Sales Force (Foster, 1998)	Can include: face-to-face sales meetings, telephone sales calls, videoconferencing, tradeshows and exhibitions, conferences/ seminars, and word of mouth
2. Advertising (Yeshin, 1998)	TV, radio, newspaper, magazines, and cinema
3. Sales promotions (Smith, 2004)	-       Customer promotions (premiums, gifts, prizes and competitions, e.g. on the back of breakfast cereal boxes) -       Trade promotions (special terms, point-of-sale materials and free pens, diaries, competition prizes. et cetera) -       Sales force promotions (incentive and motivation schemes)
4. Direct marketing (Kotler & Keller, 2006)	Direct mail, telemarketing, door-to-door selling, direct response advertising, computerized home shopping, home shopping networks, and miscellaneous (stuffers, inserts, leaflet drops house to house distribution).
5. Public Relations (Smith, 2004)	Includes: Press relations, Product publicity, Public affairs, Lobbying, Investor relations, Development, News, Speeches, Special events, Written materials, and Audio visual materials.
6. Sponsorship (Smith, 2004)	Association with an entity, event or activity.
7. Exhibitions (Smith, 2004)	Includes with customer, buyers, sellers and competitors
8. Corporate identity (Smith, 2004:654)	Includes: Logos and names, “permanent media” or buildings (exterior and interior), signage, vehicles, uniforms, business forms (invoices, cheques, letterhead. et cetera), literature (product brochures, annual reports), exhibitions, etc.
9. Packaging (Smith, 2004)	The design at the point of sales (Smith, 2004)
10. Point-of-purchase and merchandising. Smith (2004) & Duncan, (2002)	Point of purchase includes temporary incentives and displays. (Duncan, 2002) Merchandising: display and store design (Smith, 2004)
11. Word of mouth (Smith, 2004)	Conversation of: organizations, products, services and staff, complaint, admiration or an endorsement. marketing communications (advertising campaigns, editorial stories, publicity stunts and special offers). Techniques that encourage WOM: postcards, digital postcards, T-shirts, photographs, awards and certificates (issued to visitors, customers and enquirers) and the Internet (news groups, chat-rooms, discussion forums, and email chain letters).
12. Internet and new media (Smith, 2004)	online advertising (banners, pop-ups, interstitials, e-mails, newspaper-like standardized ads, URLs, advertising in chat rooms), online personal selling, online sales promotion, online public relations, online direct marketing and web site.

2.10.2 Frame of Reference

            As mentioned earlier, the conceptualization above is what will allow us to answer this thesis research question. In order to show how our research fit together a frame of reference will be presented. This frame of reference, which results from the conceptualization above, is what will guide the data collection for this thesis. The following model therefore gives an overview of how our research questions relate to each other and all serve as a base to reach our research purpose.

Figure 2.4 Frame of Reference

The Marketing Communication Strategy of Blue Bird Taxi to Maintain Market Leader Position after Using the Highest Tariff

  

The frame of reference shows that the market leader strategy of Blue Bird taxi will suggest the marketing communication strategy which in turns suggests the marketing communication mix to use. The arrows show the strategic relationship.