Pelaksanaan strategi komunikasi pemasaran pt mayora indah tbk. terhadap brand bakmi mewah melalui event sponsorship hut net 3.0

Bellinda, Yenifer (2017) Pelaksanaan strategi komunikasi pemasaran pt mayora indah tbk. terhadap brand bakmi mewah melalui event sponsorship hut net 3.0. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia sebagai negara yang telah tergabung dalam Masyarakat Ekonomi ASEAN (MEA) membawa sektor Industri ke ranah persaingan ekonomi yang kompetitif. Fenomena turunya pertumbuhan pasar FMCG di Indonesia pada tahun 2015 menjadi bukti bahwa setiap perusahaan, terutama FMCG harus menyesuaikan diri dengan kondisi perekonomian yang terjadi. Salah satu upaya yang dapat dialkukan dalam menyikapi kondisi ini adalah dengan menghadirkan inovasi. PT Mayora Indah Tbk. Sebagai salah satu perusahaan FMCG (Fast Moving Consumers Good) menghadirkan “Bakmi Mewah” sebagai inovasi dalam kategori produk makanan instant kepada masyarakt Indonesia. Sebagai brand baru, strategi yang dipilih oleh Bakmi Mewah memperkenalan produknya kepada masyarakat adalah event sponsorship pada acara HUT NET 3.0 bulan Mei 2016. Strategi event sponsorship terdiri dari tiga tahapan, yaitu: 1) memilih event yang tepat, 2) merancang program sponsorship, 3) mengukur aktivitas sponsorship. Event sponsorship ini memfokuskan aktivitas sponsorship-nya pada drama musical, yaitu penyampaian pesan brand melalui pertunjukkan drama musikal. Konsep ini sukses memperkenalkan produk Bakmi Mewah kepada para pers perwakilan stasiun TV dan food blogger Indonesia. Hal ini menjadi sebuah inovasi baru dalam dunia pemasaran Indonesia, bahwa penyampaian pesan brand dapat dilakukan dengan cara yang menarik, menghibur yang pada saat bersamaan mengedukasi audiens yang hadir melalui pertunjukkan drama musikal./ Indonesia as one of the member of Asean Economic Community (AEC), has lead the industrial sector of Indonesia entering the next level or competitive. On 2015, the growing of FMCG (Fast Moving Consumers Good) market Indonesia had decreased. This fact shows that every company in Indonesia has to adapt with current economic competition. One of the solution to adapt with current economic situation is to create an innovation to the market, PT Mayora Indah Tbk. as one of the largest FMCG company in Indonesia presents Bakmi Mewah as one of the innovation and adaption. As a new brand, the strategy that Bakmi Mewah choose to introduce the product and set the right marketing strategy is event sponsorship on HUT NET 3.0 May 2016. This strategy define into three steps: 1) choosing sponsorship opportunities, 2) designing sponsorship programs, and 3) measuring sponsorship activities. The focus of this event sponsorship is on the drama musical, which is delivering the brand message through the drama musical performance. The concept become an innovation to marketer expert, this idea shows that we can create any creative ideas in delivering the brand message, despite entertaining we can also educating the audience, so we can deliver the content accurately and touch their affection, such as drama musical

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Bellinda, YeniferUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTarigan, Rose EmmariaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Event Sponsorship; Bakmi Mewah; Mayora Indah; Marketing Communication Strategy
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: Mr Samuel Noya
Date Deposited: 16 Oct 2018 07:52
Last Modified: 16 Oct 2018 07:52
URI: http://repository.uph.edu/id/eprint/1583

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