Penerapan event pt. mitra adiperkasa, tbk. dalam menciptakan dan meningkatkan brand awareness

Citrawati, Audrie (2012) Penerapan event pt. mitra adiperkasa, tbk. dalam menciptakan dan meningkatkan brand awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri fashion Indonesia menunjukkan perkembangan yang sangat pesat, di mana pada triwulan pertama tahun 2012, industri fashion mengalami pertumbuhan sebesar 6,5% dibandingkan triwulan pertama tahun 2011. Pertumbuhan industri fashion tersebut tak lepas dari andil besar para pelaku bisnis fashion ritel di Indonesia. PT. Mitra Adiperkasa, Tbk. (MAP) adalah perusahaan ritel gaya hidup yang turut meramaikan industri fashion dengan menghadirkan label-label fashion dunia ke Indonesia. Untuk memanfaatkan momen kondusif yang mana pasar kelas menengah ke atas terus bertumbuh, MAP gencar menambah jumlah gerai, mendatangkan brand baru, dan menjalankan berbagai program komunikasi pemasaran, salah satunya adalah dengan menggunakan event. Melalui sejumlah event tersebut, MAP bertujuan untuk menciptakan dan meningkatkan brand awareness mengingat brand awareness memegang peranan penting dalam proses pengambilan keputusan konsumen. Selama pelaksanaan magang, Penulis terlibat mulai dari proses perencanaan, pelaksanaan hingga pembuatan laporan sejumlah event yang diselenggarakan. Penulis menyimpulkan, event yang dilaksanakan MAP baik participated dan created yang didukung dengan bauran alat komunikasi pemasaran lainnya dapat menghadirkan suatu brand di benak konsumen bahkan memperkuat kedudukan brand tersebut dari tahap recognition, recall dan diharapkan hingga tahap top-of mind. Saran yang dapat diberikan antara lain mengantisipasi masalah pada pelaksanaan event, melakukan follow up pada undangan sebagai bagian dari evaluasi serta melakukan riset secara berkala untuk mengetahui level dari brand awareness sasaran pasar sebagai acuan kegiatan pemasaran kedepannya. / Indonesia’s fashion industry shows a rapid growth, which is in the first quarter of 2012, the fashion industry increased by 6,5% compared to the first quarter of 2011. The growth of the fashion industry is inseparable from the major role of the fashion retail business in Indonesia. PT. Mitra Adiperkasa, Tbk. (MAP) is a lifestyle retail company that enlivens the fashion industry by presenting the world’s fashion brands to Indonesia. In order to utilize the continuing growth of the middle up class, MAP increases the number of stores aggressively, brings a number of new brands and runs various marketing communication programs, one of which is through events implementation. Through a number of those events, MAP aims to create and increase brand awareness, regarding that brand awareness has a major role in customer’s decision making process. During the internship, the Author was involved from the planning process, implementation to creating report of several events that has been held. The Author concludes, those several events that held by MAP either participated or created which supported by the integration of other marketing communication tools, might help a brand to appear in the customer’s mind and even strengthen the brand’s presence from the stage of recognition, recall to the stage of top-of-mind. The suggestions that can be given among others are to anticipate problems in the event implementation, follow up the invitees as part of the evaluation and conduct research on a regular basis to determine target market’s brand awareness level as a reference for future marketing activities.

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