Proposed Marketing Strategy to Increase Brand Awareness of TMO

The car population in Indonesia is increasing every year with an average of 4.8% the last five years. contribution dominated by passenger cars a 74.5% when compared to commercial cars, so that this causes lubricant industry for especially still survive and one promising industries viewed from needs society. PT Toyota-Astra Motor (PT TAM), trading company headquartered North Jakarta, Indonesia. TAM sees opportunity business making special products Toyota brand, namely TMO or Oil. In Indonesia, brand market leader share 33.3%. But unfortunately, there are few people who know brand. This reflected through questionnaire has been distributed authors 255 respondents, only 30% For reason, author interested researching more about proposed marketing strategies increase awareness products. To be able find out right strategy, analyses SWOT, STP, also mix Then compiled can provide conditions related awareness, customer behaviour buying engine oil products, changing priorities. After conducting analysis respondents interviews speakers TAM, team, product development pricing describes SWOT analysis, describe STP proposal, strategy based on AIDA framework. stands attention, interest, desire, action. designed