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Analyzing the influence of internal marketing on employees brand awareness: a case study at PT. XYZ, a pharmaceutical company

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The purpose of this research is to evaluate the influence of an internal marketing program that pt xyz had implemented in 2013 with employee?s Brand awareness. It was the first initiative marketing programs on pt xyz in which employees are become the main target of the marketing so called intra business or business-to-employee. The name of the program is ?Start From us?. The marketers of a product on pt xyz believed that even their product is market leader but the growth is not so sustainable and they see that the other problem is the employee awareness of this product is so low. So it is challenging to measure how the program can change the employee behavior through some marketing promotion through intra electronic commerce as the main tool. The first evaluation takes the result whether there is a correlation between internal marketing mix and brand awareness or not. The second evaluation consists of an assessment of the program toward consumer behavior model based on the correlation between model aspects and the program itself. The third evaluation is to see whether there was a sales growth after the program was implemented or not. The primary data is obtained by using the questionnaires 107 employees to represent the population who participated on this program. The data is analyzed using the spss, amos structural equation model (sem) to test the hypotheses. The secondary data is gathered by collecting previous sales performance as supporting data analysis. Informal interview was also held with some key persons who are involving and taking responsible of this program.rnAt the end, the result analysis reveals that all the correlation is significant positive. Advertisement is the dominating factor in influencing pt xyz?s Employees brand awareness. However, pt. Xyz still needs to improve other factors such as word-of-mouth communication and giving a good perception of its products in order to increase the brand awareness.

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Availability

M00268

(wh)

Available

Detail Information

Series Title

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Call Number

268

Publisher

: Swiss German University., 2013

Collation

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Language

English

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Classification

NONE

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Edition

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Subject(s)

MBA

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