ENHANCING RETAIL ACCEPTANCE OF Y-MEX GRANITE THROUGH STRATEGIC PRICING PERCEPTION AND BRAND AWARENESS INITIATIVES AT GIAS GROUP IN NORTH SULAWESI 2025

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Pramukya Daniswara, Handito (2025) ENHANCING RETAIL ACCEPTANCE OF Y-MEX GRANITE THROUGH STRATEGIC PRICING PERCEPTION AND BRAND AWARENESS INITIATIVES AT GIAS GROUP IN NORTH SULAWESI 2025. Graduate thesis, Institut IPMI.

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Abstract

This thesis explores the challenges faced by Y-Mex granite in the Indonesian wholesale building materials industry, specifically within the competitive granitemarket. PT GIAS, the parent company, is dealing with resistance from retailers due to the perceived high pricing and lack of brand awareness of Y-Mex granite. The objective is to provide strategic recommendations to overcome these challenges, improve retailer acceptance, and increase brand awareness. Relevant theories such as Price Image Theory and Reference Price Theory will guide the analysis, while strategic business methods including PESTLE, SWOT, TOWS, Gap Analysis, and the MECE Principle will be utilized to identify solutions. The project will span 12 weeks, involving data collection from interviews, store visits, and competitor analysis. Deliverables include a final thesis report, strategic recommendations, and presentation materials aimed at enhancing Y-Mex's market positioning. The project concludes that the organization should strengthen value-based selling and brand communication, while the industry should promote transparent quality standards and ethical pricing. This project addresses Y-Mex granite's high price perception and low awareness through value framing, premium positioning, and free sample initiatives. Recommendations include: for the organization, enhance value-based selling; for the industry, promote transparent standards; for the business (Y-Mex), use targeted sampling and premium positioning; and for customers, prioritize long-term value over price. Limitations include a narrow scope, short duration, and qualitative data. Future projects should expand the scope, include end-user insights, and track long-term impacts. Keywords: Y-Mex granite, retail acceptance, pricing perception, brand awareness

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 16 Dec 2025 06:21
Last Modified: 16 Dec 2025 06:30
URI: http://repository.ipmi.ac.id/id/eprint/2861

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