To Increase Positive Image of PT. Pertamina by using 6 stages of PR Planning

Organization Profile

 

Name Company        : PT. PERTAMINA

Address                      : JL. Merdeka Timur 1A, Jakarta 10110

Telephone                  : 021- 381511, 3816111

Fax                              : 021- 3633585, 3843882

Telex                           : 44152, 44302, 46549, 46552, 46554

 

Organization History 

Prologue of 1871-1885 Period (Preliminary Period of Oil exploration in Indonesia). Indonesia Oil industry and Gas was started at begining of 19th century. Prologue of 1885-1945 Period (Masa Eksploitasi Monyak oleh Penjajah) and the last Prologue of 1945-1957 Period (Pre-Pertamina Oil Struggle Period).

Pertamina, a State-Owned Enterprise (BUMN), was changed into Company operating in field of energy, petrochemicaland other business of Pertamina, either domesticaly or internatipnally, which is market-mechanism oriented. “All of the State Assets invested ti this present in Pertamina, covering Pertamina’s Assets along with all of its Subsidiary Companies, including Fixed Assets that have been revaluated by Independent Assessor Company, reduced with all obligations of Pertamina”. Petamina stands for Perusahaan Pertambangan Minyak dan Gas Bumi Negara.

 

Facts about Pertamina

Pertamina controls the entire oil and gas industry in Indonesia, and is the world's largest producer and exporter.

There are 78 SPBU in Indonesia, in the area :
- Jakarta (38 SPBU),
- Bandung (13 SPBU),
- Semarang (11 SPBU),
- Surabaya (10 SPBU),
- Medan (4 SPBU), 
- Denpasar (2 SPBU)

SPBU Pertamina Way total = ± 340 SPBU:

• Q1 (start on Februari) =  130 SPBU di Jakarta, Bandung, Semarang, Surabaya, Medan, dan Denpasar.

• Q2 (start on Mei) = ± 210 SPBU di Pekanbaru, Palembang, Jogjakarta.

Based on stipulated business strategy. PERTAMINAS's Shipping Department Target in the year 2007.

• Total number of own ships - 49 units.
• Capacity of own ships - 1.500.000 tons.
• Total of new investment until year 2006 is US$ 570.000.000,-.
• Effective Load Factor (ELF) 90%.
• Remove (sales) Rp. 2.435 billion.
• Operation Expense (Voyage Cost) Rp. 1.321 billion.
• Profit is Rp. 820 billion.
• Return on Investment is 14.40%
• Market segment of Fuel/Non-Fuel transportation 70%.

 

 Situation Analysis (SWOT)

 

Strenght:

v     Strategic location

v     Pleasant service

v     Quikie service

v     Nice environment

 

Weakness:

v     Unstabiled price

v     Not honest to customer

v     The oil already mixed by water

v     The place not clean

 

Opportunity:

v     Improve the employe skill

v     Quality of the petroleum

v     Keep the price stabil

v     Lead by the person who nows well the company

Threat:

v     Human needed

v     The government corruption

v     Limited oil

v     Price of oil

 

Objectives

 

To increase positive image of PT. Pertamina in target market/consumer by 25% in the end of December 2008.

 

Smart Objectives

 

Specific          

• The services in Pertamina must be keep, and keep the cleanliness of the place, the price must be balance. And keep the customers use to Pertamina product then Shell product because the quality of Shell is more better then Pertamina.

Measurable   

• To make a good reputation of Pertamina in 2 years.

Achievable

• Good service to the customers and get the profit from the petroleum.

Relevant

• A Public Relations that bad reputation of this company, many causes by many things. PR will take a time to solve the problem, like unbalance in pricing, the oil already mixed with water.

Timed

• In 14 December 2009 the reputation of Pertamina will good and back to normal.

Publics

 

- Potential employees     

creating favorable image to the people who wants to be an employee in PT.Pertamina.

 

- Employee                          

all those working for PT. Pertamina.

 

- Consumers                        

all people who use transportations (car, motorcycle,  bus, ect) and need oil/petroleum.

 

- Opinion leader                

media press, newspaper, televison.

 

Budget

 

Promotion in media

 

- Print media (newspaper)   : Kompas                                = Rp. 15.000.000

                                                  Sindo (Seputar Indonesia) = Rp. 12.500.000

 

- Television                            : RCTI                                      = Rp 150.000.000

                                                 Trans TV                                = Rp 115.000.000  +

                        TOTAL PROMOTION BUGDET                     = Rp.292.500.000

 

Media

 

We use the press media to rise up the image of PT. Pertamina. Why..? because nowadays many people will see and read the newspaper everyday, and some of company are take the advertisement at the press media. And the selected press media which we choose is “KOMPAS” and BISNIS INDONESIA. There are the two best press media which already well known in society.

 

We choose RCTI and Trans TV, because the society in Indonesia are interesting in this TV station. And we put this advertisement in some channel TV, we hope there is have a growth up image and also market selling.

 

Press media contact :

Media name   : KOMPAS

Address          : Jl. Palmerah Selatan no. 26-28

  North Jakarta -10270

Email               : kompas@kompas.com

Online             : www.kompas.com

Telephone      : - editorial staff         021- 5347710

                         - advertising             021- 2601234

                         - circulation               021- 2601617

 

Media name   : BISNIS INDONESIA

Address          : Wisma Bisnis Indonesia, Jl. Letjen S. Parman Kav.12

                         Slipi, Jakarta – 11410

Telephone      : 021 -5304016, 5304019, 5305864, 5305888

Fax                  : 021- 5305868-69

 

Media TV station       : TRANS TV

Address                      : Jl. Kapten Tandean Kavling 12-24A

                                     Jakarta – 12790

 

Media TV Station       : RCTI

Address                      : Jl. Raya Perjuangan, Kebon Jeruk

                                      Jakarta - 11530

 

Evaluation

            PT. Pertamina has done to minimize the reputation issue by opened the new branch so the society can get oily easier in every single street. And also Pertamina also to get better their facilities in SPBU, for example like free filling win, new facilities of cafe, ATM centre, instant car wash, musholla, etc. Adding a talented and good manner of employee.

           The responses from media and public of the organization strategies are good. Society fell more satisfied with Pertamina services. But some of responses still consider Pertamina is not good enough than Shell. The reason why ? because of the unbalanced price. 

           I think the strategies is good enough, these strategies can be reach and it is successful.  We measure from the selling growth in society.