Aktivitas sales promotion melalui social media dalam program ramadan & lebaran 2011 oleh coca-cola amatil indonesia

Pradani, Shinta (2012) Aktivitas sales promotion melalui social media dalam program ramadan & lebaran 2011 oleh coca-cola amatil indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri minuman di Indonesia tumbuh cukup pesat dari tahun 2009 ke tahun 2010 dengan rata-rata pertumbuhan mencapai 10-11%. Pada bulan Ramadan 2011, Asosiasi Industri Minuman Ringan di Indonesia mengatakan bahwa penjualan minuman akan meningkat sebesar 10%. Coca-Cola Amatil Indonesia merupakan perusahaan minuman di Indonesia yang memproduksi dan mendistribusikan produk-produk berlisensi dari The Coca-Cola Company. Untuk bertahan dalam persaingan di bulan Ramadan, CCAI melalukan serangkaian kegiatan promosi yang salah satunya adalah melakukan aktivitas sales promotion melalui social media. Melalui kegiatan tersebut CCAI berharap dapat meningkatkan penjualan di bulan Ramadan serta membangun hubungan dengan konsumen. Selama pelaksanaan magang, Penulis terlibat dalam pembuatan proposal untuk program Ramadan & Lebaran 2011 digital marketing, rapat dengan tim special event untuk program sampling Frestea Green Honey, serta pembuatan final report. Kesimpulan yang didapatkan Penulis adalah penerapan sales promotion melalui social media dapat membantu CCAI dalam membangun hubungan dengan customer dan merekrut anggota baru facebook dan twitter CCAI, membentuk engagement dengan anggota facebook dan followers twitter, mempromosikan program tersebut dengan biaya lebih murah, mendapatkan customer databases, memonitor reputasi CCAI serta melakukan market research. Saran yang diberikan oleh Penulis ialah agar CCAI lebih menjaga hubungan dengan para followers baru, membuat facebook members gathering, dan menerapkan coupon dan sweepstakes dalam program digital marketing berikutnya. / Beverage industry in Indonesia grows rapidly from 2009 to 2010 with 10- 11% average growth. The Association of Soft Drink Industry in Indonesia said that the beverage sales will be increased by 10% in Ramadan 2011. Coca-Cola Amatil Indonesia is a manufacturer and distributor of beverage company in Indonesia that produces and distributes licensed products of The Coca-Cola Company. To survive in the competition during Ramadan, CCAI execute the series of promotional activities for consumers and outlets. Beside that, CCAI also conduct sales promotion activities through social media in Ramadan. By the use of sales promotion through social media, CCAI intend to increase sales in Ramadan as well as build relationships with CCAI consumers. The implementaion of sales promotion through social media help CCAI in building relationships with the customers and recruit new members in facebook and twitter of CCAI, form engagement with the Facebook members and Twitter followers, help to promote the Ramadan and Lebaran 2011 program with less cost, get the customer databases, monitoring the reputation of CCAI, and to find out what type of program is preferred by the consumers.

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