As a second largest producer in salt industry and a market leader in iodized salt industry, PT. Fiskaragung's problem is not market share but market growth. One way to perceive as a way to lost the market growth is to reach the users of non iodized salt product and convert them to become the users of iodized salt.

The survey report reveals that 80 % of Indonesian households consume salt in low quality briquette or bulk form. And it shows that e basic reason why they do not use iodized salt is because of they do not know the benefit of iodine (Awareness) and lack of availability the product in the market.

To make the non users become users, there are some commendations of marketing strategy that company can apply to achieve their target.

The recommendations, whether to educate the market through participating in government program in increasing public awareness iodine benefits for health or just focusing in how to produce iodized salt in the most efficient way so that their product has advantages in terms of pricing,

We recommend that Fiskaragung does focusing in creating brand loyalty, so by that the company can improve its profit margin and grasp more market share.

Since we assume in the future there will be a standard for the product, Fiskaragung should start from now to make a condition where the people who start consuming iodized salt get the image that iodized salt is the product of Fiskaragung,



Research Location: PT. Fiskar Agung Perkasa

Supervisor: Prof. Dr. Wagiono Ismangil

Accepted: 17 February 1998