Bank Rakyat Indonesia is one of the biggest government owned bank in Indonesia has create their strategic plan to compete with other banks in banking industry. The strategy should be in line with company vision and mission. BRI create BritAma (saving deposit) is one of BRI savings product, in order to compete with other saving deposit product from other banks. BRI create Marketing Strategy fro BritAma in order to become market leader in banking industry.

This research objective is to analyze the marketing strategy of Britama saving product, and analyze the impact of the BritAma marketing strategy to BRI Kebayoran Baru performance, explain about the most basic matters of this writing, therefore, it is expected to assist the readers in understanding this study. This capita selecta also describes the marketing concept, marketing, and marketing mix, and also about BritAma saving product and the problems of this capita selecta. This capita selecta also explain about analysis of BritAma using marketing mix and the result.

There is also recommendation for BritAma saving product and for BRI Kebayoran Baru to improve their services. The problems of this capita selecta is, in 2009 BRI Kebayoran Baru come up with target of new account numbers for BritAma and in the end of 2009 they didn't achieve the target. This capita selecta will explain further the factor that affecting the problems.



Research Location : PT. Bank Rakyat Indonesia (Kebayoran Baru)



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