Strategi promosi peluncuran The Breeze BSD City oleh PT Bumi Serpong Damai, Sinarmas Land

Bella, Bella (2014) Strategi promosi peluncuran The Breeze BSD City oleh PT Bumi Serpong Damai, Sinarmas Land. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dewasa ini, mal merupakan salah satu hiburan yang paling digemari oleh masyarakat kota, khususnya di Kota Jakarta. Maraknya mal yang hadir di ibukota menyebabkan pemerintah dan pengamat tata kota mengeluarkan moratorium pelarangan membangun mal di Kota Jakarta dan dianjurkan untuk membangun di pinggiran kota, seperti Tangerang. Untuk itu, The Breeze BSD City dibangun di Serpong, Tangerang, Banten sebagai jawaban atas kebutuhan masyarakat dan peraturan pemerintah. Sebagai mal baru, peluncuran The Breeze BSD City menggunakan strategi promosi yang aktif dan gencar untuk menciptakan brand awareness bagi masyarakat dan menekankan pada konsep baru, yaitu outdoor lifestyle center. Strategi promosi yang digunakan berupa iklan media cetak, elektronik, dan luar ruang, sales promotion, publisitas, public relations, personal selling, event, sponsor, dan customer service. Hasil pelaksanaan magang menunjukkan bahwa strategi promosi yang dilakukan oleh PT Bumi Serpong Damai sudah cukup lengkap dan efektif dalam meluncurkan The Breeze BSD City / Nowadays, mall is one of the most favorite entertainment for modern people, especially citizens of Jakarta. The highly increasing numbers of malls in Jakarta has created environmental problem so that the government and urban planning expert published moratorium of mall constructing restriction in Jakarta. It also states to builds malls only on the suburbs. Therefore, The Breeze BSD City was built on Serpong, Tangerang, Banten, as the answer of the people’s needs and government’s regulations. As a new mall, the launching of The Breeze BSD City is using an active promotional strategy to create brand awareness for the society and to emphasize the new concept of outdoor lifestyle center. The promotional strategy is using some tools, such as: advertising on printed media, electronic media, and outdoor advertising, sales promotion, publicity, public relations, personal selling, events, sponsorships, and customer service. The result of the internship implementation has shown that the promotional strategy to launch The Breeze BSD City by PT Bumi Serpong Damai, Sinarmas Land is quite thorough and effective.

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