Evaluasi Terhadap Pelaksanaan Strategi Segmentasi Dan Taktik Diferensiasi Dalam Pemasaran Manhattan Card (Study Strategi Pemasaran Kartu Kredit di Bank Permata)

SANTOSO, MARGA CANTO (2007) Evaluasi Terhadap Pelaksanaan Strategi Segmentasi Dan Taktik Diferensiasi Dalam Pemasaran Manhattan Card (Study Strategi Pemasaran Kartu Kredit di Bank Permata). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

In the middle of 2005, PermataBank has issued a new credit card called Manhattan Card. This card is unique and firstly launched in Indonesia by PermataBank. In this thesis, the writer does a research on Segment Strategy and Differentiation Tactic applied by PermataBank in marketing & selling Manhattan Card. This research also covers cardholder feedback towards offering their experience management. Right after being market for a year (up to December 2006), it is been found that cardholder profile apparently has been managed by Segment Strategy such as gender, age, educational background, income, employee status, marital status, and cardholder’s residence. The writer is conducting Focus Group and Tele-survey to find cardholder feedback toward Experience Management that being offered at that time and cardholder expectation in the future. As conclusion, Experience Management Manhattan Card is perceived as a credit card that gives special discount at certain merchants. This condition drives cardholder’s expectation that the Experience Management Program can be held more frequently or can be extended to other merchants so that they can get discount at many merchants. The writer suggests to Management of Manhattan Card that Differentiation Tactic and its Experience Management can be sustainable, renewed gradually and implemented soon. lib.mercubuana.ac.id Menteng ii ABSTRAK Pada pertengahan Tahun 2005, Bank Permata menerbitkan jenis kartu kredit baru bernama Manhattan Card. Kartu kredit ini mempunyai keunikan tersendiri, dan baru pertama kali dipasarkan oleh Bank Permata di Indonesia. Dalam karya akhir ini, Penulis melakukan penelitian terhadap Strategi Segmentasi dan Taktik Diferensiasi yang diterapkan oleh Bank Permata dalam memasarkan Manhattan Card tersebut, serta tanggapan Cardholder terhadap penawaran Experience Managementnya. Setelah dipasarkan selama 1 (satu) tahun (Desember 2006), diperoleh data tentang profil Cardholder yang disusun berdasarkan Strategi Segmentasi, seperti : Jenis kelamin, Usia, Status pendidikan, Tingkat penghasilan, Jenis pekerjaan, Status keluarga dan Tempat tinggal Cardholder. Penulis juga mengadakan Fokus Group dan Telesurvei untuk mengetahui tanggapan Cardholder terhadap Experience Management yang ditawarkan saat itu dan harapan Cardholder untuk dimasa yang akan datang. Dari hasil Fokus Group dan Telesurvei, dapat ditarik kesimpulan bahwa Experience Management Manhattan Card telah dipersepsikan sebagai kartu kredit yang memberikan diskon khusus apabila bertransaksi di Merchant yang menjadi Mitra kerjanya, sehingga harapan Cardholder terhadap program Experience Management tersebut agar dapat ditambah jumlah merchant nya dan supaya program experiencenya lebih sering diadakan. Akhirnya, Penulis ingin menyarankan kepada Management Manhattan Card, agar Taktik Diferensiasi dan Experience Management nya dapat dipertahankan dan program diperbaharui serta event program yang telah direncanakan, dapat segera direalisasikan.

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