Penerapan promotional event pada pt. mitra adiperkasa dalam event ”cooking with marks & spencer” guna membangun brand awareness

Hankina, Ralda (2012) Penerapan promotional event pada pt. mitra adiperkasa dalam event ”cooking with marks & spencer” guna membangun brand awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Mitra Adiperkasa adalah perusahaan retail nomor satu di Indonesia yang membawahi beberapa anak perusahaan mulai dari sport, fashion, departement stores, children, food and beverage, lifestyle. PT. Mitra Adiperkasa menghadirkan beberapa brand fashion di Indonesia, salah satunya adalah Marks & Spencer yang berasal dari Inggris. Pada tanggal 22 July 2011 untuk pertama kalinya Marks & Spencer menyediakan produk Marks & Spencer Food di Indonesia. Divisi Fashion Marketing pada PT. Mitra Adiperkasa menerapkan Integrated Marketing Communication dalam menangani brand Marks & Spencer yang akan memperkenalkan produk barunya yaitu Marks & Spencer Food. Penerapan konsep IMC tersebut terlihat cukup jelas dalam salah satu kegiatan promosi yang dijalankan yaitu Event Cooking with Marks & Spencer. Selain itu, Marks & Spencer juga menerapkan personal selling, sales promotion, direct marketing, packaging, advertising dan publicity yang dijalankan secara keseluruhan dan terintegrasi guna mendukung Event Cooking with Marks & Spencer agar mendapatkan hasil yang maksimum. Event Cooking with Marks & Spencer termasuk dalam jenis promotional event karena mempunyai tujuan marketing yaitu memperkenalkan sekaligus mempromosikan produk-produk dari Marks & Spencer Food. Dalam event tersebut, Marks & Spencer menggunakan experiential marketing dengan berusaha memberi pengalaman dengan melibatkan secara langsung target market-nya.Tujuan dari diadakannya Event Cooking with Marks & Spencer adalah untuk membangun dan meningkatkan brand awareness pada customer agar melakukan repeat purchasing hingga menjadi loyal customer. / PT. Mitra Adiperkasa is one of the leading retail company in indonesia. PT. Mitra Adiperkasa also supervise some of subsidiary company ranging from sport, fashion, departement stores, children, food and beverage, lifestyle. PT. Mitra Adiperkasa is in charge for some brand fashion, one of the brand fashion is Marks & Spencer which come from london. On july 2011 for the first time Marks & Spencer introduce Marks & Spencer Food product in indonesia. Fashion Marketing Division PT. Mitra Adiperkasa used IMC concept to introduced the Marks & Spencer Food product. The implementation of IMC concept is clearly seen in one of the promotion activities which exercise in Cooking event with Marks & Spencer. Despite of the IMC concept, Marks & Spencer also used personal selling, sales promoting , direct marketing, packaging, advertising dan publicy which executed and integrated as a whole to support Cooking Event with Marks & Spencer to obtain a maximum result. This event is one of the promotional type event. Because it has a marketing goal which is to introduced and promote new product. In this event, Marks & Spencer used experiential marketing to give an experience which directly involved customer. The purpose of Cooking Event with Marks & Spencer was to build and improve brand awareness to customer for doing the repeat purchasing and become loyal customer.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Hankina, RaldaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: marketing communication mix ; promotional event ; brand awareness ; experiential marketing
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 07:35
Last Modified: 10 Dec 2019 03:29
URI: http://repository.uph.edu/id/eprint/1197

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