Aktivitas riset oleh divisi strategic planning BBDO Indonesia dalam menentukan brand positioning Gudang Garam Signature = BBDO strategic planning department research activity in deciding brand positioning for Gudang Garam Signature

Stephanie, Stephanie (2014) Aktivitas riset oleh divisi strategic planning BBDO Indonesia dalam menentukan brand positioning Gudang Garam Signature = BBDO strategic planning department research activity in deciding brand positioning for Gudang Garam Signature. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Gudang Garam Signature merupakan brand terbaru yang diciptakan oleh PT. Gudang Garam, yang untuk pertama kalinya dalam line Gudang Garam Family menyasar kalangan menengah ke atas. Gudang Garam mempercayakan BBDO Indonesia untuk menentukan brand positioning terbaik, serta menyampaikannya secara efektif kepada masyarakat. Dalam prosesnya, Penulis terlibat secara aktif membantu Divisi Strategic Planning dalam mengadakan riset kualitatif untuk mendapatkan data-data pendukung dalam menentukan brand positioning. Aktivitas tersebut bermula dari pembuatan questions guide, mencari responden yang sesuai dengan kriteria, membuat insight, hingga membuat strategic communication untuk klien, dimana mencakup what to say serta big idea untuk campaign Gudang Garam Signature. Setelah mengadakan riset tersebut Penulis mendapati beberapa konsep diri yang dianggap dapat mewakili target market dari Gudang Garam Signature, yaitu mengenai manhood, self-confidence, dan in control. Ketiga konsep tersebut dituangkan dalam strategic communication baik lewat what to say serta big idea yaitu “the path to be a legend”. Konsep tersebut juga dituangkan dalam rencana implementasi marketing mix dari Gudang Garam Signature. Penulis menemukan konsistensi dalam hampir seluruh kegiatan rencana implementasi campaign Gudang Garam Signature dengan what to say serta big idea yang telah ditentukan sebelumnya / Gudang Garam Signature is the newest brand, created by PT. Gudang Garam, for the first time for Gudang Garam family to target the middle up class. Gudang Garam trust BBDO Indonesia to decide the best brand positioning, and effectively inform that to public. In the process, The writer actively involve in helping Strategic Planning Division when doing the research. We use qualitative research to get data used for getting the best brand positioning for Gudang Garam Signature. The activity started from making questions guide, find respondents, making insight, and continued with creating strategic communication for the client, including what to say and the big idea for the campaign of Gudang Garam Signature. After doing research, The writer found out that there are some self concept which able to reflects Gudang Garam Signature’s target market, they are manhood, sef-confidence, and in control. Those concepts became the foundation of strategic communication including what to say and big idea, it is “the path to be a legend”. Those concepts implemented goodly through the marketing mix of Gudang Garam Signature. The writer found consistency in almost all of Gudang Garam Signature campaign implementation plans with what to say and big idea that already made before.

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