Strategi Pemasaran Dengan Framework Nine Core Elements Of Marketing: Studi Kasus Produk Oil Pastel PT.XYZ di Malang

Gumelar, Wildan Aji (2026) Strategi Pemasaran Dengan Framework Nine Core Elements Of Marketing: Studi Kasus Produk Oil Pastel PT.XYZ di Malang. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Malang Raya merupakan salah satu kawasan pendidikan utama di Jawa Timur dengan jumlah peserta didik jenjang Taman Kanak-Kanak (TK), Raudhatul Athfal (RA), Sekolah Dasar (SD), dan Madrasah Ibtidaiyah (MI) yang besar dan berkelanjutan, sehingga menciptakan potensi pasar yang signifikan bagi industri alat tulis dan perlengkapan seni, khususnya produk oil pastel yang digunakan secara rutin dalam proses pembelajaran. Namun, besarnya potensi pasar tersebut belum sepenuhnya terkonversi menjadi kinerja penjualan aktual, sebagaimana tercermin dari rendahnya tingkat penetrasi Greebel Oil Pastel di wilayah Malang Raya. Permasalahan utama yang dihadapi Greebel bukan terletak pada kualitas produk, melainkan pada lemahnya komunikasi nilai dan visibilitas produk di tingkat ritel tradisional, sehingga keunggulan aspek keamanan (non-toxic), kualitas, dan nilai edukatif produk belum tertangkap secara optimal oleh konsumen. Penelitian ini bertujuan untuk menganalisis potensi pasar oil pastel pada segmen TK–RA dan SD–MI serta merumuskan strategi pemasaran yang tepat dan komprehensif bagi Greebel guna meningkatkan daya saing dan keberlanjutan bisnis. Penelitian menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus di Kota Malang, melalui pengumpulan data berupa wawancara mendalam dengan manajemen internal dan mitra toko, observasi lapangan melalui visual merchandising audit, serta studi dokumentasi. Analisis lingkungan bisnis dilakukan menggunakan kerangka 4C Diamond (Change, Competitor, Customer, Company) yang diperdalam dengan analisis PESTEL dan Porter’s Five Forces, kemudian disintesiskan ke dalam matriks TOWS dan dirumuskan menggunakan Framework Nine Core Elements of Marketing melalui pendekatan Strategy–Tactic–Value (STV). Hasil penelitian menunjukkan bahwa segmen TK–RA dan SD–MI merupakan pasar utama yang sangat potensial, namun memerlukan pendekatan pemasaran yang lebih terintegrasi dan berorientasi pada pengalaman visual di titik penjualan, di mana optimalisasi display produk berperan sebagai “silent salesman” dalam meningkatkan visibilitas, persepsi nilai, dan keputusan pembelian konsumen. Luaran penelitian ini berupa rekomendasi strategi pemasaran berbasis transformasi visual merchandising dan penguatan positioning Greebel sebagai “The Smart Choice for Creativity” untuk mendukung peningkatan pangsa pasar secara berkelanjutan di Malang Raya.
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Malang Raya is one of the main educational areas in East Java with a large and sustainable number of students at the Kindergarten (TK), Raudhatul Athfal (RA), Elementary School (SD), and Madrasah Ibtidaiyah (MI) levels, thus creating a significant market potential for the stationery and art supplies industry, especially oil pastel products that are used routinely in the learning process. However, the large market potential has not been fully converted into actual sales performance, as reflected in the low penetration rate of Greebel Oil Pastel in the Malang Raya area. The main problem faced by Greebel lies not in product quality, but in the weak communication of product values ​​and visibility at the traditional retail level, so that the superior aspects of safety (non-toxic), quality, and educational value of the product have not been optimally captured by consumers. This study aims to analyze the market potential of oil pastels in the TK-RA and SD-MI segments and to formulate an appropriate and comprehensive marketing strategy for Greebel to increase competitiveness and business sustainability. The research employed a descriptive qualitative method with a case study approach in Malang City. Data collection included in-depth interviews with internal management and store partners, field observations through visual merchandising audits, and documentation studies. The business environment analysis was conducted using the 4C Diamond framework (Change, Competitor, Customer, Company), further enhanced with PESTEL and Porter's Five Forces analyses. This analysis was then synthesized into a TOWS matrix and formulated using the Nine Core Elements of Marketing framework using the Strategy–Tactic–Value (STV) approach. The results indicate that the Kindergarten–Ramadan (TK–RA) and Elementary–Islamic Elementary School (SD–MI) segments are key markets with significant potential but require a more integrated marketing approach focused on visual experiences at the point of sale. Product display optimization acts as a "silent salesman" in increasing visibility, perceived value, and consumer purchasing decisions. The output of this research is a recommended marketing strategy based on visual merchandising transformation and strengthening Greebel's positioning as "The Smart Choice for Creativity" to support sustainable market share growth in Greater Malang.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	marketing strategy, oil pastels, visual merchandising, Nine Core Elements of Marketing, Malang, strategi pemasaran
Subjects:	H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Wildan Aji Gumelar
Date Deposited:	25 Feb 2026 04:20
Last Modified:	25 Feb 2026 04:21
URI:	http://repository.its.ac.id/id/eprint/131611

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