KOSTIP, Tip Top effective Marketing Strategy Through Community

Tip Top Supermarket

3. Good Health and Well-Being 4. Quality Education 11. Sustainable Cities and Communities

Overview

TIP TOP Supermarket makes an innovation in its marketing strategy by establishing a healthy gymnastics group called Gymnastics Morning Tip Top Pondok Gede (KOSTIP). This community has an early morning moto together to keep the body healthy and with the morning gymnastic together we establish a family relationship among fellow members. In addition to making the TOP TOP marketing process more effective, TOP TIP also helps people in good health and well being, quality education and sustainable cities and communities.

Author

mahar prasetyo

mahar prasetyo

School

IPMI International Business School

IPMI International Business School

Professor

Amelia Naim Indrajaya

Amelia Naim Indrajaya

Innovation

TIP TOP Supermarket makes an innovation in its marketing strategy by establishing a Gymnastic Morning Tip Top Pondok Gede (KOSTIP) Community. This community originated from the initial idea of ​​Branch TIP TOP Pondok Gede in finding a way to introduce TOP TIP to the public. After doing a survey in the neighborhood around TIP TOP Pondok Gede, there is rarely a sport activity together in the community, especially gymnastics. TIP TOP wants a useful activity for the community around TOP TIP by involving employees so that employees can also be closer to the surrounding community. In addition TIP TOP also wants to support government programs to cultivate the community and socialize the sport.

TIP TOP community is not only focused on gymnastics but in accordance with the motto of KOSTIP is to support the family value. By six in the morning they exercise together, to keep the body healthy. They also establish a family relationship among fellow members. So through the gymnastics kinship relationship between citizens and the employees are increasing. KOSTIP's activities are not just gymnastics but they also travel together, and educate the community by visiting factory who produces the products sold by TIP TOP.

KOSTIP, Tip Top effective Marketing Strategy Through Community

Inspiration

Head of TIP TOP Pondok Gede, Bpk Dede Syarifudin was inspired by the founder of TIP TOP the late H. Rusman bin Maamoer. His values are embodied in the vision and mission of TIP TOP, namely the presence of TIP TOP in the community can provide added value and benefit to the surrounding community.

From the interviews he conducted principles in doing business not only pursue the benefits of material, but trying to provide many benefits to the community.

Overall impact

Many positive impacts are directly and indirectly obtained by TIP TOP and communities around TIP TOP. TIP TOP has succeeded in building a brand image of Supermarket and also introducing TIP TOP to customers who do not know the TIP TOP yet. Additionally, TIP TOP makes it easy to promote new products that will be sold by TIP TOP and therefore increase customer loyalty to shop at TIP TOP.

The formation of this KOSTIP community can also improve the health and lifestyle of the community by improving the kinship among the community so as to form a close and strong relationship in the community around TIP TOP Pondok Gede.

Business benefit

Many positive impacts are directly and indirectly obtained by TIP TOP and communities around TIP TOP. TIP TOP has succeeded in building a brand image for the Supermarket and also introducing TIP TOP to customers who do not know the TIP TOP. Additionally TIP TOP makes it easy to promote new products that will be sold by TIP TOP and increase customer loyalty to shop at TIP TOP. It also increase the revenue of TIP TOP, because after the Gymnastic activities are finished, the community goes for shopping in TIP TOP.

Social and environmental benefit

The formation of this KOSTIP community can also improve the health and lifestyle of the community around improving the kinship among the community so as to form a close and strong relationship in the community around TIP TOP Pondok Gede.

Interview

Dede Syarifudin, Magister Manajemen

Dede Syarifudin, Magister Manajemen

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Tip Top Supermarket

Tip Top Supermarket

Jakarta, ID

Business Website: www.tiptop.co.id

Year Founded: 1979

Number of Employees: 1001 to 5000

TIP TOP is one of the Supermarkets in Indonesia. In 2018 TIP TOP already has branches in seven locations with its central supermarket in Rawamangun, then its branches are in Ciputat, Cimone, Depol, Pondok Bambu, Pondok Gede, and Tambun. TIP TOP commitments are to provide goods to customers with cheap and competitive prices, to provide a wide range of products with high quality, and importantly to provide halal products because the vision and mission of TIP TOP itself is based on Islam.