Penerapan konsep rebranding pada Putera Sampoerna Foundation dalam perubahan image di benak publik

Ranti, Jeremiah Eliza (2013) Penerapan konsep rebranding pada Putera Sampoerna Foundation dalam perubahan image di benak publik. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pendidikan merupakan salah satu cara untuk membantu menuntaskan permasalahan di Indonesia seperti kemiskinan, pengangguran, dan lain-lain. Oleh karena dasar inilah Putera Sampoerna yang memiliki jiwa nasionalisme tinggi pada Indonesia, mendirikan Putera Sampoerna Foundation. Akan tetapi, nama “Sampoerna” yang masih terasosiasi kuat dengan rokok, menjadi suatu hambatan untuk Putera Sampoerna Foundation dalam mengeksekusi kegiatan-kegiatannya tersebut. Dalam penelitian ini, penulis berusaha menjelaskan bagaimana proses rebranding Putera Sampoerna Foundation yang sebelumnya merupakan bagian dari CSR PT.H.M Sampoerna, merubah image menjadi organisasi yang mandiri. Dalam menganalisa kegiatan rebranding tersebut, maka peneliti menggunakan model of rebranding process. Yang terdiri dari faktor-faktor yang mendukung terjadinya rebranding, tujuan dalam rebranding, dan proses dari rebranding tersebut. Peneliti juga akan menganalisa proses strategi rebranding, yang terdiri dari repositioning, renaming, redesign, dan relaunching. Metode penelitian yang digunakan dalam riset ini adalah metode kualitatif deskriptif dengan metode studi kasus. Teknik pengumpulan data dengan menggunakan wawancara mendalam serta observasi sebagai data primer dan studi kepustakaan sebagai data sekunder. Dari penelitian ini, maka peneliti mendapatkan bahwa Putera Sampoerna Foundation melakukan kegiatan rebranding. Dapat dilihat dari perubahan yang dilakukan dari segi repositioning, renaming, redesign, dan relaunching. Putera Sampoerna Foundation juga melalui proses rebranding sesuai dengan model of rebranding process yang dipaparkan oleh Muzellec. / Educationis a way to help resolve the issues in Indonesia such as poverty, unemployment, and others.There fore based on this term Putera Sampoerna who has a high spirit of nationalism for Indonesia, he established the Putera Sampoerna Foundation. However, the name "Sampoerna" who still strongly associated with cigarette, become an obstacle for the Putera Sampoerna Foundation in executing their activities. In this study, the authors attempt to explain how the process of Putera Sampoerna Foundation’s rebranding, that used to be a part of the CSRPT.HM Sampoerna changing their image into an independent organization. In analyzing the rebranding activities, the researcher used the model of the rebranding process. That consists of the factors that supported the rebranding process, the rebranding goals, and the process of rebranding itself. Researcher will also analyze the process of rebranding strategy, which consists of repositioning, renaming, redesign, and relaunching. The method used in this research is descriptive qualitative method with the case study method. Data collection techniques using in-depth interviews and observation as primary data and literature study as secondary data.�� From this study, the researchers found that the Putera Sampoerna Foundation rebranding activities. Can be seen from the changes made in terms of repositioning, renaming, redesign, and relaunching. Putera Sampoerna Foundation is also through a rebranding process in accordance with the model of the rebranding process described by Muzellec.

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