Brand Positioning Fuel Stations On High-Tier Fuel Category Gusti Anggara Permana (a*), Tengku Ezni Balqiah (b)
a) Faculty of Business & Management, University of Indonesia, Jakarta, Indonesia, 10440.
*gusti.anggara[at]yahoo.co.id
b) Faculty of Business & Management, University of Indonesia, Jakarta, Indonesia, 10440.
Abstract
Companies need to build and maintain competitive advantage. In retail industry, competition landscape will change when global brands enter the market, i.e. gas stations in Indonesia. Hence, it is important to identify brand positioning in consumers minds, compared to competitor brands. This study examines the positioning of major gas stations based on some attributes that refer to previous studies and in-depth interview. The objects are high-tier fuel that managed by three major brands namely Pertamina, Shell, and British Petroleum (BP). Using purposive sampling and online surveys, data were collected from 256 respondents of Pertamina, Shell, and BP, further analyzed by Multi-Dimensional Scalling in developing perceptual map. The findings indicate that Pertamina is perceived more related to promotion & personnel aspects, while Shell and BP were perceived related to advertising and tangible aspects. Even though the products are similar, this study clarifies, there are differences in how consumers perceived these brands.
Keywords: Brand Positioning; Multi-Dimensional Scaling; Perceptual Mapping; Fuel Station
