Membangun Komunikasi Pemasaran Terintegrasi LPG Ease Gas

LPG as we well known as household fuel sold by PERTAMINA in the market, are categorized into 3 (three) different prices : a. 3 kg package is sold based on subsidized price by the Government as public Service Obligation, b. 12 kg package is sold based on subsidized price by Pertamina c. 50 kg package and bulk for industries is sold based on International price In accordance with the Government plan to convert household fuel from kerosene to LPG, the Government has instructed Pertamina to do the task by introducing the 3 kg package with the selling price subsidized by the government as known as LPG PSO (Public Service obligation). Since the 3 kg LPG was launched in 2009, the demand growth of the 12 kg LPG which was originally 5.2% per annum, the sales was decreased from 1,342,912 Mton in 2008 to 1,131,055 Mton in 2009. It was suspected that the reduced in sales of 12 kg LPG is due to consumer converted the use of LPG from 12 kg to 3 kg package. Although the reduce of sales of the 12 kg LPG is economically benefited for Pertamina, the subsidy should be paid by Pertamina is reached Rp 2,38 Trillion per annum. Pertamina has experienced difficulties in getting approval from the Government to increase the price of 12 kg LPG package because it will jeopardized the Government program to convert kerosene to LPG, and may cause Government subsidy to increase due to consumer will convert the use of 12 kg package to 3 kg package. To reduced loss, in 2009 Pertamina has launched a brand new package of LPG named Ease Gas targeted for middle and upper class market segment which is now the sales is still not meeting the expected target. Researcher will research the marketing aspect of the Ease Gas and propose recommendations to increase brand awareness and sales.