The unfortunate economic crisis that hit Indonesia in 1997 has profoundly changed T the market conditions, including lamp industry especially in the light bulb products. Currently, most people are rarely using this product anymore because of their characteristic. In contrast, General Electric Lighting Indonesia (GELI) has launched a new type of light bulb products fulfill the market needs toward this product. The company believes in the potential of this market, however in the meantime this product is still questioning as a desirable product for the customer now and the future.

Working together with the GFP group, PT. GELI is aiming to recognize the market behavior of this product. The project has goals to understand consumer's perception on bulb product, access current perception of GE, Philips, and other company's product, learn about consumer aspiration on bulb product, evaluate current marketing mix of competitive products, check consumer acceptance towards GE Ultra and propose alternatives marketing strategy to position GE ULTRA.

The team did a survey by conducting qualitative and quantitative research. For qualitative research, we conduct two focus group discussions. The first group represents those who categorized in A Class income, mixed between male and female. The second group represents those who have categorized in C Class income, mixed between male and female. For quantitative research, we disseminate 300 questionnaires, considering the income level and the brand.

Most participants of the first focus group discussion stated the reasons for not buying this new product because of the unreliable concept and unattractive shape. Moreover, most people dislike the advertising and packaging. They feel no excitement to buy the product and they do not believe before trying it first.



From the second focus group discussion emerged several opinions that different from the first focus group. They like the product concept and the advertising. Despite the differences, there are some similarities in their opinion that related to the product features and packaging.

Finally, we check again through 300 questionnaires in order to confirm the findings from the two focus group discussions above. And the results are there is no significance difference in consumer behavior between AB Class and C class, male and female. The consumer's key motivators in buying bulbs are durability, price, brightness and availability. The consumers prefer buy bulbs at Stall. Moreover, these researches confirm a high tendency of brand switching besides a high awareness of lamp durability and high consumer acceptance toward GE Ultra concept.



Researh Location: PT. GE Lighting Indonesia

Supervisor: Amalia E. Maulana, M.M., MBA.

Accepted: 20 January 2000



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