Peran brand executive Garden of Na'eem dari PT Bina Karya Prima dalam mengomunikasikan merek melalui point of sales materials

Kusumawardhani, Ratih (2023) Peran brand executive Garden of Na'eem dari PT Bina Karya Prima dalam mengomunikasikan merek melalui point of sales materials. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Untuk dapat bersaing, sebuah merek diharuskan memiliki uniqe selling proposition atau USP, untuk membedakan produknya dengan produk kompetitor. USP juga dapat digunakan sebagai strategi mengomunikasikan merek. Sebagai merek baru, Garden of Na’eem diharuskan untuk mengomunikasikan merek kepada target pasarnya. Salah satu strategi mengomunikasikan merek yakni, melalui USP. Metode yang dapat dimanfaatkan untuk mengomunikasikan merek Garden of Na’eem yakni, dengan menggunakan point of sales of materials atau POSM. POSM yang diproduksi oleh Garden of Na’eem selalu mencantumkan USP dari produk Garden of Na’eem. Selama kegiatan magang sebagai brand executive Garden of Na’eem, pemagang menemukan bahwa POSM bukan hanya digunakan untuk display produk saja. Melainkan POSM menjadi salah satu metode untuk mengomunikasikan merek melalui strategi penggunaan USP, sehingga ketersediaan POSM dapat digunakan sebagai silent salesmen untuk mengomunikasikan merek kepada target pasar secara efektif./In order to be competitive, a brand is required to have a uniqe selling proposition or USP, to differentiate its products from competitors' products. USP can also be used as a brand communication strategy. As a new brand, Garden of Na'eem needs to communicate the brand to its target market. One of the strategies to communicate the brand is through USP. The method that can be utilised to communicate Garden of Na'eem's brand is by using point of sale materials or POSM. It produced by Garden of Na'eem which always includes the USP of its product. During the internship as a brand executive of Garden of Na'eem, the intern found that POSM is not only used for product display. Instead, it is one of the methods to communicate the brand through the strategy of using USP, so the availability of POSM can be used as silent salesman to communicate the brand to the target market effectively.

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