Proses perencanaan strategic communication platform Mercedes Benz New a Class oleh BBDO Indonesia = The planning process of strategic communication platform for Mercedez Benz New a Class by BBDO Indonesia

Wijaya, Marcia (2013) Proses perencanaan strategic communication platform Mercedes Benz New a Class oleh BBDO Indonesia = The planning process of strategic communication platform for Mercedez Benz New a Class by BBDO Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Persaingan produk dalam industri otomotif di pasaran tidak lagi hanya terbatas pada atribut fungsional produk, melainkan sisi emosional. Mercedes Benz sebagai salah satu perusahaan otomotif tertua dan paling dikenal di dunia juga menyadari persaingan ini. Unsur brand dalam industri otomotif sangat penting karena brand berperan sebagai identitas dan memiliki nilai jual tersendiri. BBDO Indonesia merupakan advertising agency yang dipercaya oleh Mercedes Benz untuk menangani strategi komunikasi pemasaran mereka. Selama ini Mercedes Benz dikenal dengan image dan positioning sebagai brand yang premium serta luxurious. Sebagai salah satu pemain besar di industri otomotif, Mercedes Benz menyadari kondisi masyarakat modern yang sangat tersegmentasi. Mereka melihat adanya peluang yang belum terjamah untuk pangsa pasar muda (Generation Y), terlebih riset internal Mercedes Benz menunjukkan pergeseran tren pasar dimana Generation Y memilih mobil dengan image sporty. Selain itu, adanya penurunan sales Mercedes Benz dibandingkan dengan BMW sebagai kompetitor utama. The New Mercedes Benz A Class diluncurkan sebagai jawaban atas masalah tersebut dengan positioning yang berbeda dengan seri sebelumnya. Dalam rangka membangun strategi komunikasi yang tepat untuk Mercedes Benz New A Class, Penulis bersama tim Strategic Planning melakukan riset kualitatif sebagai bahan acuan untuk membuat Strategic Communication Platform yang berisi target communication, what to say dan big idea dari campaign New A Class di Jakarta. / Lately, the brand competition in the market is becoming more tense than ever before and this competition emerges especially in big cities such as Jakarta. Competition in automotive industry exists not only in functional level but also emotional level. Mercedes Benz as one of the oldest automotive company aware of this competition. Brand element in automotive industry is crucial as brand embodies identity and possesses its own unique selling value. BBDO Indonesia as an agency has been trusted to handle Mercedez Benz marketing communication strategy. Mercedes Benz has been known for its image and positioning as one of the brands that endow its user with premium and luxurious value. As one of the major player in the industry, they aware of the chance for their business that hasn’t been reached for the younger generation which also known as the Generation Y. The argument then supported with the research which results in insight that younger segment seek for a sporty image. Furthermore, decrease in Mercedes Benz sales when compared with its rival BMW aggravate their market share. New A class is the answer from Mercedes Benz to overcome those trouble. Which will portray a different image from its predecessor. In order to construct an effective communication strategy for Mercedes Benz New A Class, writer along with Strategic Planning team conduct a qualitative research methods as the baseline to construct Strategic Communication Platform which contains target communication, what to say and big idea of the New A Class campaign in Jakarta.

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