Merchandising sebagai bagian dari strategi branding untuk menciptakan merek program lentera bagi bangsa = Merchandising as a part from a branding strategy to make a brand program lentera bagi bangsa

Stefani, Tanti Debora (2021) Merchandising sebagai bagian dari strategi branding untuk menciptakan merek program lentera bagi bangsa = Merchandising as a part from a branding strategy to make a brand program lentera bagi bangsa. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada awal tahun 2020, Yayasan Lentera Membangun Bangsa melakukan rebranding pada program Orang Tua Asuh menjadi Lentera Bagi bangsa (LBB). LBB merupakan program yang menyediakan jasa untuk menjadi wadah bagi masyarakat yang ingin memberikan bantuan pendidikan kepada anak yang tidak mampu bersekolah. Sebagai program yang baru terbentuk, LBB membutuhkan strategi pemasaran untuk menciptakan merek yang kuat dan baik di mata masyarakat. Salah satu strategi pemasaran yang digunakan oleh LBB ialah merchandising strategy, oleh sebab itu pemagang ingin mengetahui peran merchandising sebagai bagian dari strategi untuk menciptakan merek program Lentera Bagi Bangsa. LBB menggunakan dua jenis strategi pemasaran yaitu cause branding karena LBB merupakan yayasan yang mengedepankan misinya untuk tujuan sosial dan digital branding karena LBB mengandalkan digital platform untuk melakukan pemasaran. Dalam upaya menciptakan merek, LBB melakukan merchandising strategy dan visual merchandising sebagai cara untuk memperkenalkan merchandise dan brand identity LBB. LBB menggunakan online merchandising untuk mempromosikan merchandise dikarenakan biaya yang lebih ekonomis dan dapat menjangkau target market yang lebih luas. / In the beginning of 2020, the foundation of Lentera Membangun Bangsa has rebranded from the Orang Tua Asuh program to Lentera Bagi Bangsa (LBB). LBB is a program that provides services for individuals who wishes to provide an educational support for children who are not fortunate enough to afford proper education. As a newly established program, LBB needs marketing strategies to improve and strengthen its brand. One of the marketing strategies used by LBB is merchandising strategy. Hence, as an intern i would like to analyse the role and effectiveness of merchandising as part of a strategy to create LBB’s corporate branding. LBB implements two types of marketing strategies: Cause Branding and Digital Branding. Cause Branding is used to support LBB’s mission as a foundation that focuses on resolving social issues. Meanwhile, Digital Branding is selected because LBB makes use of digital platforms such as website and social media for marketing purposes. In an attempt to building desired branding, LBB implements both strategy and merchandising with visual merchandising strategy as ways to introduce LBB’s merchandises and brand identity. There are two types of visual merchandising; Offline and Online Merchandising. LBB is focusing on their online merchandising strategy to promote merchandises as it is more affordable for the foundation while still being able to reach a wide target market.

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