Strategi Komunikasi Untuk Meningkatkan Frekuensi Aktivitas Puyo Card

PT Puyo Indonesia Kreasi is a family company engaged in the food and beverage industry established in 2013. Along with the development of the small-sized food and beverage industry in Indonesia, PT Puyo Indonesia Kreasi was presented as a pioneer of Silky Desserts. The development in these industries has increased the competition between food and beverage companies, where good strategy such as maintaining and increasing consumer loyalty, is essential. In this project improvement activity, we evaluate one of Puyo loyalty program, Puyo Card which has been launched since December 2016. The first step to do is practicing internal research, namely the company, and external research, namely the holder of Puyo Card. Following afterwards, identification of the problem was carried out by analyzing the data obtained through research to the root causes of the problem, namely "no special planning". To solve this problem, there are three alternative solutions that may overcome the root causes and improve the performance of Puyo Card emphasizing on relationship marketing concepts that are pursued in customer life cycle, which was done by the basics of integrated marketing communication. Of the three alternative solutions, "socialization of the Puyo Card benefits" was chosen as the better option following weighted objectives method evaluation where the solution has the highest value. The objective of the short-term plan focus on increasing customer retention from low to high by intensifying the frequency of Puyo Card activity, while the medium term objectives is focusing on Puyo Card holders loyalty while suppressing the card expiry percentage or churn rate. Short-term implementation that carried out during the project improvement period is to socialize the benefits of Puyo Card through integration in communication using linear media and interactive media, in alignment with personal selling, one of the communication tools that was utilized. The medium-term implementation that has been prepared for next year includes the appearance of consumer feedback form on Puyo website, exclusive merchandise giveaway, along with additional benefits for Puyo Card holders who advocate other consumers.