Perpustakaan Digital ITB

According to analysis using Brand Asset Valuator model and underlying issues, TMP brand is now on the declining stage. Market share tends to shrinking, while the brand apparently starts loosing its differentiation and relevance in the market. In today market environment, introducing a new brand may cost company a lot with more likely to fail than succeed. In other hand, ultimate shareholder has undertaken significant investment over the brand, and it expects appropriate and sustainable return. It is important to take necessary action which allows TMP brand continues to grow profitably. The revitalization is the answer. This final project is aimed to formulate a comprehensive analysis and to provide recommended action to conduct brand revitalization for TMP brand. To provide a scientific foundation, mixed method of research methodology is used, which combines quantitative and qualitative research. Series of interviews, as qualitative research, are conducted to enrich and complete quantitative research for building up sufficient framework and analysis regarding brand revitalization. Brand revitalization is started with brand research or audit to examine the underlying issues of the brand. There are five criteria which qualify brand to be right candidate for successful revitalization, according to brand revitalization scorecard. Based on testing using the scorecard, TMP meet all five criteria, to nominate itself as right candidate for revitalization. Afterward, it is important to deploy a comprehensive methodology to conduct brand revitalization. Here, Plan to Win model which was deployed to revitalize global brand McDonalds is recommended to use for TMP. The model starts with brand direction to define brand vision. Once brand vision is defined, it is important to articulate brand actions through the formulation of five Ps. At the end, result culture must be nurtured in organization to provide an enabling situation for brand performance, where milestone and measurable scorecard is created, analyzed and evaluated.