Marketing Strategy Insights from Pertamina: The Story Behind Pertalite
Marketing Strategy Insights from Pertamina: The Story Behind Pertalite
Learn how Pertamina launched Pertalite as a game-changing fuel product. This marketing case study explores customer insights, pricing, promotion, and channel strategy that turned Pertalite into Product of the Year 2016.
Background: Pertamina’s Fuel Business
Pertamina manages multiple divisions including retail fuels, industrial fuels, gas, lubricants, aviation, petrochemicals, shipping, and logistics. In retail, the challenge was clear: premium fuel (RON 88) was still popular but no longer suitable for most modern vehicles. Meanwhile, non-subsidized products like Pertamax offered quality but at a higher price. Pertamina needed a middle ground—affordable, higher quality fuel.
The Market Shift
Government regulation Perpres No. 191/2014 split fuel categories into subsidized, special assignment, and non-subsidized. This opened the market to over 130 competitors, including Shell, AKR, and Petronas. With pricing set by government policy, Pertamina often faced heavy financial risks when global oil prices rose. The time was ripe for innovation.
Identifying the Gap
Customer surveys revealed five hierarchies of need:
- International quality fuel
- Performance for speed and acceleration
- Durability for daily commuting
- Value for money
- Low-cost fuel
Pertamina already served most of these segments but lacked a clear offer in the value-for-money space. The solution was Pertalite (RON 90): affordable fuel that performed better than premium but cost less than Pertamax.
High-Level Strategy
- Positioning: “Pertamax Light” – bridging affordability and performance.
- Tagline: Melaju Lebih Jauh (Go Further).
- Pricing: Launched at Rp 8,400/liter—positioned between premium (Rp 7,400) and Pertamax (Rp 9,000).
Implementation: From Idea to Launch
The product was tested across various vehicles (from Avanza to Mercedes, scooters to sport bikes). Results showed better mileage and smoother performance compared to premium. Pertalite officially launched on 24 July 2015, initially in 101 gas stations, expanding rapidly to 5,000+ stations nationwide.
Tactical Execution
- Nozzle Management: Prioritizing Pertalite at pumps over premium.
- Availability Assurance: Ensuring nationwide supply—even in remote regions like Papua and Ambon.
- Promotions: Free giveaways during Ramadan, SPBU awards, and targeted campaigns on efficiency and affordability.
- Channel Leverage: Pertamina’s 5,000+ SPBUs became a powerful distribution and marketing platform.
Results & Achievements
- Pertalite sales grew from 101 stations in July 2015 to over 5,000 within a year.
- Won Product of the Year 2016 award.
- Reduced reliance on premium, aligning with modern engine requirements.
- Strengthened Pertamina’s market position against global competitors.
Key Success Factors
- Pricing Strategy: Competitive but sustainable.
- Promotion: Blending functional, emotional, and cultural touchpoints.
- Channel Management: Strong retailer engagement and incentives.
- Branding: Clear segmentation, consistent messaging, strong value proposition.
Conclusion
Pertalite’s success proves that customer-driven innovation, supported by smart pricing, strong branding, and powerful distribution, can create a winning product in a competitive market. For today’s marketers, the lesson is clear: understand customer pain points, bridge market gaps, and communicate value with precision. What do you think—could this strategy inspire your next product launch?
Label: Digital Marketing
References
- Video: “Strategi Pemasaran Produk Bersama Muhammad Resa Dari Pertamina”
- Channel/Source: Marketeers TV
- Link: Watch on YouTube
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