Strategi marketing communication yang dilakukan oleh perusahaan developer The Rosewood Residence = Strategy marketing communication The Rosewood Residence

Wijaya, Andhika Putera (2013) Strategi marketing communication yang dilakukan oleh perusahaan developer The Rosewood Residence = Strategy marketing communication The Rosewood Residence. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Developer perumahan merupakan kategori pekerjaan yang cukup banyak kita dengar akhir-akhir ini di Jakarta. Dikarenakan pertumbuhan ekonomi Indonesia yang baik harga tanah, rumah dan rukan di Jakarta mengalami lonjakan harga yang cukup signifikan. Kondisi ini membuat menjamurnya developer-developer perumahaan yang saling bersaing dan berkompetisi untuk meng-klaim bahwa perumahannya merupakan perumahan terbaik di Jakarta, untuk memenangkan persaingan para developer melancarkan berbagai macam strategi marketing untuk merebut hati para pelanggannya. The Rosewood Residence sendiri merupakan project perumahan pertama dari PT. Bukit Cipta Karya, karena merasa baru The Rosewood Residence melancarkan begitu macam taktik dan strategi marketingnya agar bisa bersaing dan menjual habis produk rumah dan rukannya. Melalui strategi marketing communicationya The Rosewood Residence mengincar Brand Awareness agar tercipta dan menstimulus para calon pembeli agar membeli . Dari hasil pengamatan dikaitkan dengan tinjauan pustaka, penulis menyimpulkan bahwa brand awareness yang diinginkan oleh perusahaan tengah diperkenalkan melalui iklan below the line, iklan above the line, sales promotion, event, pameran dan lain-lain. Hal ini untuk memperkuat bahwa The Rosewood Residence merupakan hunian eksklusive yang memiliki fasilitas yang lengkap dan dekat dengan alam. Saran dari penulis The Rosewood Residence harus lebih berani dalam melakukan kegiatan iklan di media above the line seperti radio dan koran. Penulis juga memberikan saran agar The Rosewood Residence membuat rumah contoh dan rukan contoh dari masingmasing type agar memudahkan calon pembeli untuk melihat fisik produk yang dijual secara langsung. / Housing development has appeared to be one of the biggest buzz at Jakarta in recent years. Due to the increasing growth in the Indonesian economy, the prices in land and property have increased substantially and are currently at a record high. Such thriving conditions are causing many competitions between developers to produce the best housing development, in order to convince buyers that their property is better than other competitors in Jakarta. This has caused many developers to brainstorm for many marketing approach in order to pull the buyers in their favor in this growing competitive market. The Rosewood Residence is the first housing development that is established by PT. Bukit Cipta Karya. Since The Rosewood Residence has just recently entered the market, its developers has implemented many different marketing approach in order to be on par with other competitors, and in an effort to sell all housing property and shop house The Rosewood Residence has to offer. Using a marketing communication strategy, The Rosewood Residence targets “Brand Awareness” in order to provoke and convince potential buyers. The journalist’s results of observation, entails that The Rosewood Residence should resort to the theory of brand awareness. In which The Rosewood Residence needs to be promoted using elements of “Below The Line” and “Above The Line” advertising, as well as sales promotion, events, and exhibitions. This marketing strategy is implemented in order to give The Rosewood Residence a much more exclusive and desirable view, with complete facilities and down to earth concept. The journalist recommends that The Rosewood Residence should be more intent and bolder when it comes to advertising media using the “Above The Line” method, utilizing more media such as; radio and newspaper. The writer also suggest that The Rosewood Residence provide a prototype or a model of the housing property and shop house, that serves as an example to potential buyers and making it easier for them to view the property and make faster decisions

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