Perencanaan strategi integrated marketing communication dalam meningkatkan brand awareness liang teh cap pistol oleh pt. avicom

Sudartanto, Cindy (2012) Perencanaan strategi integrated marketing communication dalam meningkatkan brand awareness liang teh cap pistol oleh pt. avicom. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Liang Teh Cap Pistol merupakan kategori minuman Liang Teh yang counterfeiting dengan kompetitornya yaitu Liang Teh Cap Panda sebagai kompetitor langsung dan Wong Lo Kat sebagai kompetitor tidak langsung. Hal ini menyebabkan brand awareness Liang Teh Cap Pistol rendah. Avicom Advertising sebagai full-service agency yang telah dipercaya oleh PT. Sinde untuk menangani merek Liang Teh Cap Pistol bertugas dalam meningkatkan brand awareness Liang Teh Cap Pistol. Avicom melakukan perencanaan strategi Integrated Marketing Communication untuk meningkatkan brand awareness. Perencanaan strategi yang dilakukan meliputi beberapa tahap yaitu introduction or overview, situation analysis (terdiri dari company, consumer, market, product, competitive analysis, problem and opportunities), the target market profile, objectives, marketing communication strategy, budgeting, summary. Langkah awal yang telah dilakukan oleh Avicom Advertising adalah dengan melakukan penelitian melalui survei dan in depth interview untuk mengukur sejauh mana brand awareness Liang Teh Cap Pistol di benak konsumen. Selanjutnya Avicom melakukan observasi mengenai aktivitas kompetitor sebagai bahan masukan untuk melakukan perencanaan strategi Liang Teh Cap Pistol serta menggunakan advertising, sales promotions, events, dan personal selling. Hal ini dilakukan bertujuan untuk meningkatkan brand awareness Liang Teh Cap Pistol. / Liang Teh Cap Pistol is a herbal beverage category that counterfeits other similar products, namely Liang Teh Cap Panda as direct competitor and Wong Lo Kat as indirect competitor. This situations results on, low awareness of Liang Teh Cap Pistol. Avicom Advertising as full service agency entrusted by Sinde Budi Sentosa to handle Liang Teh Cap Pistol brand has a responsibility to increase brand awareness of Liang Teh Cap Pistol. Avicom Advertising does an Integrated Marketing Communication strategic plan to increase brand awareness. The Strategic plan Avicom creates consists of a few stages, such as introduction or overview, situation analysis (company, consumer, market, product, competitive analysis, problem and opportunities), the target market profile, objectives, marketing communication strategy, budgeting, summary. The first step taken by Avicom Advertising was do a research though survey and in depth interviews to measure brand awareness of Liang Teh Cap Pistol in the minds of consumers. The next step, Avicom made an observation of competitor activity as input to create a strategic plan for Liang Teh Cap Pistol. Lastly, advertising, sales promotions, events, and personal selling are utilized to increase of brand awareness Liang Teh Cap Pistol.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Sudartanto, CindyUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: strategic planning
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:33
Last Modified: 11 Dec 2019 03:10
URI: http://repository.uph.edu/id/eprint/1180

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