Judul: Technoeconomic Studies and Risk Management on Market and Marketing Aspects of Bio-OSD Products for Handling Hydrocarbon Polluted Waters
Abstrak: PT Pertamina Research and Technology Innovation merupakan salah satu anak perusahaan PT Pertamina (Persero) yang menjalankan fungsi inovasi dan pengembangan usaha. Salah satu produk inovasi yang sedang dikembangkan adalah Bio-OSD berbahan surfaktan minyak sawit. Produk Bio-OSD belum memiliki informasi pasar, rancangan strategi dan manajemen risiko pemasaran. Proyek ini bertujuan menganalisis aspek pasar dan pemasaran, merancang strategi pemasaran dan manajemen risiko pemasaran produk Bio-OSD. Metode yang digunakan yaitu menganalisis kebutuhan dan ketersediaan, bentuk pasar, keadaan pesaing, dan perancangan strategi pemasaran dengan Segmenting, Targeting, Positioning (STP) yang dibaurkan dengan Product, Price, Place, Promotion (4P), serta metode House of Risk (HOR) untuk menganalisis risiko pemasaran dan merancang mitigasinya. Hasil uji kelayakan pasar produk Bio-OSD memberikan nilai positif dan unggul terhadap parameter kualitas dan harga dibandingkan produk OSD komersial, sehingga layak untuk dikomersialisasikan. Rancangan strategi pemasaran B2B menghasilkan segmentasi dan target pasar tertuju pada anak perusahaan PT Pertamina (Persero), serta posisi produk sebagai produk diversifikasi. Rancangan bauran pemasaran 4P meliputi product memenuhi kebutuhan dan sesuai standar, price sebesar Rp.50.000-Rp.80.000 per liter, place di Pulau Jawa, dan promotion secara online dan offline. Rancangan manajemen risiko pemasaran menghasilkan tiga prioritas aksi mitigasi risiko berdasarkan analisis terhadap 10 kejadian risiko dan empat prioritas sumber risiko pemasaran., PT Pertamina Research and Technology Innovation is one of the subsidiaries of PT Pertamina (Persero) that carries out the functions of innovation and business development. One of the innovative products being developed is The palm oil surfactant-based Bio-OSD. The Bio-OSD product lacks market information, marketing strategy design, and risk management. The project aimed to analyze market and marketing aspects, design marketing strategies, and risk management for the Bio-OSD product. The method used involves analyzing needs and availability, market segmentation, competitor analysis, and designing marketing strategies using Segmentation, Targeting, and Positioning (STP) combined with Product, Price, Place, and promotion (4P) as well as using the House of Risk (HOR) method to analyze marketing risks and design mitigations. The results of the feasibility test for the market for Bio-OSD products gave positive and superior values in terms of quality and price parameters compared to commercial OSD products, making them suitable for commercialization. The designed B2B marketing strategy resulting in segmentation and target markets focused on PT Pertamina (Persero)'s subsidiaries, with the product positioned as a diversified product. The designed 4P marketing mix strategy includes products that meet consumer needs and standards, prices ranging from IDR 50,000 to IDR 80,000/L, placement in Java Island, and promotions through online and offline channels. The marketing risk management plan identified three priority risk mitigation actions based on analyzing ten risk events and four priority sources of marketing risks.
Keyword: house of risk, oil spill dispersant, palm oil, surfactant