This thesis in assessment of current marketing strategy of Sikkens in Car Refinishes Industry within the Jabodetabek area, and focus on the Sikkens promotion mix.

PT Akzo Nobel Car Refinishes Indonesia (ANCRI) is one of the established company within the respective industry, therefore PT ANCRI always seeks the best marketing strategy for Promotion Mix to be implemented in the business process today and in the future. Therefore the Optimus Consulting try to mediate the needs by conducting a market research to study and analyze about the competition in the car refinishes industry in the Jabodetabek Area. Moreover the result of the study expected to accelerate Sikkens maneuver to win the competition in its segment in Jabodetabek Area. The study describe the nature of the car refinishes industry which clearly elaborate on promotion such as personal selling, consumer behaviour, distribution channel and other marketing strategy, that favors Sikkens since there is still opportunity to be the best player by enrich its value added service.

The thesis is created to lead in the development, dissemination, and implementation of marketing concepts, practice, and information to probe and promote the use of marketing concepts by businesses for the betterment of PT ANCRI. This Group Field Project is recommended for our colleagues who interested in exposure about the right marketing strategy in the car refinishes Industry.





Research Location : PT. Akzo Nobel Car Refinishes - Jakarta

Confidential until 2013