Authors :

Gayuh R
Pradi pta AM
INTEGRATED MARKETING
STRATEGY: PROMOTIONAL
MIX ANALYSIS
A CASE STUDY OF PT. DUA
KELINCI
Lecture :
Mrs Maya
PT Dua Kel inci i s one of famous peanut produser i n Indonesia.
It establ ised i n1985 when Ho Si e Ak and Lauw Bi e Gi ok bui l d
smal l store. One day a peanut farmer asked them to sel l hi s
product, i nshell peanuts. The fami ly l ooked unattractive
packaging then they thi nk how to sel l such ki nd of product.
Sometime l ater son Hadi went to fi shi ng and thought about
the peanuts. Whil e he was doi ng thi s, two fi sh l eapt from the
water. Ah, an omen he thought bei ng Chi nese and somewhat
superstiti ous. When he returned home he got i n touch wi th a
desi gner he knew and asked hi m to design a l ogo and
packaging for the peanuts that featured the two fi sh he had
seen. Make something l i ke thi s, he sai d, handi ng the
desi gner a l ogo wi th two rabbits from a Chi nese confecti onary
wrapper
ABSTRAC
The desi gner returned not l ong after wi th a pi cture of two
rabbi ts fi shi ng whi l e si tti ng on a peanut and two fi sh j umpi ng out
of the water. Thi s became the l ogo for Sari Guri h, a smal l roasted
peanut repackagi ng company.
The company began to grow and the two rabbi ts appeared i n
more and more stores across the Indonesi an archi pel ago. Peopl e
came l ooki ng for and aski ng for Sari Guri h peanuts, but not by
name. They were aski ng, Where can we fi nd the Two Rabbi t
peanuts?
The company conti nued to grow under i ts l ucky l ogo. Sons and
now owners Mr Al i Ari fi n and Mr Hadi Suti ono moved i nto
processi ng peanuts, l earni ng as much as they coul d about,
peanuts, cooki ng methods and busi ness practi ce. The centre of
operati ons moved to Pati i n Central Java, a regi on now i denti fi ed
as the heart of Indonesi a' s roasted peanut i ndustry.

As Dua Kel i nci became bi gger and more sophi sticated i t
l aunched new products fl avoured peanuts, sand- grilled
peanuts, fl our- coated peanuts and fl our - based snacks and
dri nks.
Advanced equi pment and modern machinery repl aced the
manual l abour processing of earl y years. A research and
development team was employed, and i nternational qual ity
standards were i ntroduced, and more and more peopl e were
employed. Then the company began to export i ts peanuts .

FINDINGS AND DISCUSSION
( ADVERTI SI NG ON TELEVI SI ON)
Dua Kelinci uses television advertisement for the main weapon of its promotion.
The reason is this company success to be the official sponsor of Real Madrid. You
will often to see Dua Kelincis motion advertising when there is Real Madrids
match in television. PT. Dua Kelinci assume there are many people who eat
peanuts when they are watching the football match.
Di rect Marketing i s a sal es techni que of approachi ng potential
customers di rectly. One of PT. Dua Kel inci strategy i s by
developing i nteractive websi te. We can found al l of
i nformation about the company, from the hi story unti l the
next event marketing. It wi l l gi ves i nformation for the
customer that i s vi si ted the website. We can choose to use
engl ish or bahasa versi on when we vi si t the website, It means
the target market from that website i s not onl y for domestic
customer but al so for people from other country.


DIRECT MARKETING
( GOOD WEBSI TE DESI GN)
PT. Dua Kel inci al so fol l ows the trend of promoti on wi th
acti vel y to promote i n Soci al Media. It use twi tter to gi ves
sti mulate awarness of the customer. The twi tter account al so
acti vel y gi ves i nformation about the Real Madri d match.
Sometime there i s a qui s that i s gi ven from the admi n for the
fol l ower.

SOCIAL MEDIA
( T WI TTER)
Dua Kel i nci al ready organi zed some nati onal event to do event
marketing. By doi ng thi s the company wi sh can i ncrease the
brand i mage of the company. Two Bi g event that al ready
organi zed by thi s company are Indonesia Menggiring Bol a and
Indonesia Mengoper Bol a.

EVENT MARKETING
( I NDONESI A MENGGI RI NG BOLA & I NDONESI A MENGOPER BOLA)
Energy savi ng
Maintaining machinery in optimum condition so that it operates
efficiently.
Building awareness amongst staff of energy conservation and the
impact of even small efforts in switching off lights or electric
appliances when they are not required.
Maximising natural light and natural ventilation as much as
practicable in building design.

PUBLIC RELATION
Water Conservation
Water conservation is a concern of the Dua Kelinci Management
team. As part of the companys CSR environment program it is
exploring ways to reduce water consumption and to protect ground
water.

Peanut processing requires peanuts to be washed in water. The
water from each wash cycle is passed through filtration ponds so it
can be recycled and reused.

The quality of this water is tested, but it is also indicated by the
health of fish living in the ponds.
Organic soil sediment is recycled back to the land.

Waste Management
Inshell peanut processing generates waste in the form of soil and
organic waste. This material is returned to the soil and distributed in
a way that is not harmful to the land, and is in fact beneficial.

Government agencies test the sites where the sediment is spread
every three months on average to ensure that is neither harmful to
the land nor to ground water sources.
The company aims to reduce as much as possible all forms of waste
generated from packing and office processes through promoting
paperless offices, improving processes and staff training.

Supporting l ocal communities
Dua Kelinci is a source of pride to the people of Pati. It is the towns
largest employer and has put the small town on the map.
Community support is important to the company and it seeks to
return that support in a number of ways.

ADVERTISING TIMING PATTERN
The advertising pattern that i s l i kely bei ng used by PT. Dua
Kel inci i s the conti nuous al ternating pattern. The
characteristi c of conti nuous al ternating pattern i tsel f i s the
advertising exposures appear evenly throughout a gi ven
peri od but i t i s sl i ghtly vol ati le duri ng a certain period of ti me.
Thi s i s rel evant to the events that Dua kel inci has, as we know
that Dua Kel inci hel d so many events and competitions that i s
at a certai n ti me at the ongoi ng events and competitions, the
extra advertisement i s needed to catch everybody s attention
and to enl i ven that events and competi tions, so that those
events memorable for everybody who s i nvol ved.

PT Dua Kelinci has vi sion to be Indonesia s preferred snack
food provi der and to model excellence i n food processi ng and
ethi cal busi ness practice.
We concl ute PT Dua Kel inci are usi ng advertising (moti on
pi cture, bi l lboard, poster, broadcast ads, and l ogo, ) event and
experience ( Indonesia Menggiring Bol a, Indonesi a Mengoper
Bol a), public rel ati on, Soci al Medi a and al so personal sel l ing.
Those acti vity are the PT Dua Kel i nci s promoti on mi x that
make the company succes domestical ly and i nternationall y

CONCLUSION
http: //www. dk- peanuts. com/welcome. html
http: //www. realduakel inci . com/berita- dua- keli nci/
http: //www. bola. net/spanyol/butragueno- nilai - dasar- dua-
kel inci - sama- dengan- madrid- d4740c. html

REFERENCES