Strategi Pemasaran Amerta Unair: Analisis dan Implementasi

Amerta Unair, the official bottled water brand of Universitas Airlangga, has established itself as a prominent player in the Surabaya market. Its success can be attributed to a well-defined marketing strategy that leverages the university's reputation and caters to the needs of its diverse target audience. This article delves into the key elements of Amerta Unair's marketing strategy, analyzing its effectiveness and exploring its implementation.

The foundation of Amerta Unair's marketing strategy lies in its strong brand association with Universitas Airlangga. The university's esteemed reputation for academic excellence and its vast network of alumni and students provide a solid platform for the brand. This association instills trust and credibility in consumers, positioning Amerta Unair as a reliable and high-quality product.

Leveraging University Resources

Amerta Unair effectively leverages the resources available within Universitas Airlangga to promote its brand. The university's extensive campus network provides ample opportunities for product placement and sampling. The brand is prominently displayed at various university events, including sporting competitions, cultural festivals, and academic conferences. This constant visibility ensures that Amerta Unair remains top-of-mind for students, faculty, and staff.

Targeting Specific Audiences

Amerta Unair's marketing strategy is tailored to address the needs of its specific target audiences. The brand recognizes the importance of catering to the health-conscious student population, emphasizing the purity and quality of its water. It also targets alumni and staff, leveraging their loyalty to the university and their desire to support its initiatives.

Utilizing Digital Marketing Channels

In today's digital age, Amerta Unair recognizes the importance of online marketing. The brand maintains a strong presence on social media platforms, engaging with its target audience through interactive content and promotions. Its website provides comprehensive information about the product, its benefits, and its sustainability practices. This digital strategy allows Amerta Unair to reach a wider audience and build brand awareness.

Emphasizing Sustainability

Amerta Unair is committed to promoting sustainability and environmental responsibility. The brand uses recycled plastic bottles and supports initiatives aimed at reducing plastic waste. This focus on sustainability resonates with environmentally conscious consumers, further enhancing the brand's image.

Building Partnerships

Amerta Unair actively seeks partnerships with local businesses and organizations. These collaborations allow the brand to expand its reach and tap into new markets. For example, the brand has partnered with local restaurants and cafes to offer its water as a beverage option.

Monitoring and Evaluating Performance

Amerta Unair's marketing strategy is not static. The brand continuously monitors its performance through market research and customer feedback. This data allows the brand to identify areas for improvement and adjust its strategy accordingly.

Amerta Unair's marketing strategy is a testament to the power of leveraging existing resources, targeting specific audiences, and embracing digital marketing. By emphasizing sustainability and building strategic partnerships, the brand has successfully established itself as a leading bottled water brand in Surabaya. Its commitment to continuous improvement ensures that Amerta Unair will continue to thrive in the competitive beverage market.