Judul: Brand Engineering for Ferment Nation ID’s Hakko Kombucha Based on Portfolio Analysis of Boston Consulting Group Matrix
Abstrak: Brand has been a salient discipline to prevail a product/service in the growing industries, predominantly the one having greater share in market. This work identified the portfolio of a start-up business company – Ferment Nation ID, operating in West Java and Jakarta. Portfolio analysis was conducted using BCG Matrix and revealed that the company was lack of investment utilization. Thus, a simulation was conducted for the next period to identify its business units’ potency based on data obtained through interview. “Hakko” kombucha was identified as “Star”, while kefir mask and ice were “Question marks”. Branding strategy was developed for FNID’s kombucha using Customer Experience Management Framework. Questionnaires were spread to confirm the attributes and motives affecting consumer acceptance, which were foods promoting better digestion (43%) and immune system (43%) without preservatives (38%) and could help maintaining health (67%). This study identified the retail brand aspect and social environment in experiential world analysis. Company performed well for brand-related attributes (37% very well) and had relatively good company-customer relation (37% very well), concluding that the company has to focus more on customer-customer relation. The experiential world should be established on offline (salesperson, booth design, channel, activity) and online (social media and blog) platform.
Keyword: Brand experience, unit bisnis, analisis portofolio, strategi pemasaran

Judul: Kajian Prospek Bisnis Hakko Kombucha dengan Pendekatan Value Based Marketing.
Abstrak: Penelitian ini bertujuan untuk menyusun strategi pemasaran dengan pendekatan value based marketing sebagai upaya pencapaian target PT Fermenation Indonesia untuk meningkatkan pertumbuhan penjualan sebesar 200% di tahun 2017. Perusahaan perlu mengetahui terlebih dahulu target stakeholder dan relasinya dengan perusahaan, untuk itu dilakukan pemetaan rantai pasok dari produk Hakko Kombucha. Relasi antara perusahaan dengan stakeholder dianalisa untuk mengetahui stakeholder utama dalam rantai pasok. Strategi pemasaran yang disusun diharapkan dapat meningkatkan engagement antara produk Hakko Kombucha dengan konsumennya. Metode yang digunakan adalah pendekatan rantai pasok dengan metode Value Stream Mapping (VSM) untuk memetakan keseluruhan proses bisnis dari pemenuhan bahan baku sampai ke saluran distribusi. Melalui VSM didapatkan tiga aliran yang meliputi aliran produk, aliran keuangan, dan aliran informasi. VSM juga menghitung lead time serta value added time dalam rantai pasok Hakko Kombucha. Stakeholder yang terlibat dalam rantai pasok Hakko Kombucha dianalisa menggunakan metode Stakeholder Engagement (SE). Tahapan SE yang digunakan adalah analisa stakeholder dan pemetaan stakeholder. Dalam SM, stakeholder dianalisa dan dikelompokan berdasarkan penilaian atribut kepakaran, kesediaan, dan nilai. Hasil penilaian dipetakan dalam diagram scatter dan stakeholder digolongkan dalam tiga kelompok, yaitu engage, communicate, dan inform. Peneliti menyusun aktifitas pemasaran yang sesuai untuk stakeholder utama yang terdapat pada kategori engage dengan prinsip pendekatan Marketing 3.0. Pendekatan Marketing 3.0 yang dilakukan adalah cocreation, communitization, character building, dan value based marketing. Hasil penelitian yang dicapai adalah pemetaan rantai pasok, analisa stakeholder, dan aktivitas pemasaran untuk stakeholder utama Hakko Kombucha.
Keyword: kombucha, rantai pasok, pengembangan bisnis, value stream mapping, strategi pemasaran, stakeholder engagement, Marketing 3.0

Judul: Approximation of the Median of Poisson Distribution Using the Relation of Poisson-Gamma Distribution
Abstrak: A major drawback of median is that median cannot usually be defined in closed form, even in the cases where their distribution functions are known. This study gives an approximation of the closed form for the median of the Poisson distribution by using the relation of Poisson-Gamma distribution. The approximation uses elementary techniques based on the monotonicity of certain sequences involving tail probabilities of the Poisson distribution and the Central Limit Theorem. Furthermore, a closed form expression for the mean absolute deviation 􀜧|􀜰􀰒 􀵆 􀜯􀝁􀝀􁈺􀜰􀰒􁈻| is also studied. The median is relevant because of the fact that it minimizes the mean absolute deviation of a Poisson random variable (􀜰􀰒􁈻 by considering median as central tendency.
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