Kegiatan promosi pt. Tjiwi kimia dalam membangun brand awareness collins note book = Promotional activities by pt. Tjiwi kimia in developing brand awareness of collins note book

Theresa, Fabrienne (2016) Kegiatan promosi pt. Tjiwi kimia dalam membangun brand awareness collins note book = Promotional activities by pt. Tjiwi kimia in developing brand awareness of collins note book. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penggunaan buku catatan sangat signifikan dalam kehidupan sehari-hari manusia. Namun, signifikansi tersebut perlahan-lahan mulai melambat akibat adanya tren paperless dimana masyarakat mulai mengurangi penggunaan kertas. Masyarakat yang sebelumnya menggunakan buku tulis untuk mencatat dan bertukar informasi perlahan-lahan mulai beralih pada tablet dan smart phone sebagai alat pencatatan. Untuk mempertahankan penggunaan buku catatan, PT. Tjiwi Kimia, salah satu perusahaan kertas konglomerat terbesar di Indonesia, menghadirkan suatu terobosan menggabungkan pencatatan tradisional dengan teknologi modern yaitu Collins Note Book. Sebagai brand pendatang baru, Collins harus berusaha mendapatkan perhatian masyarkat untuk membangun brand awareness serta meningkatkan frekuensi penjualan. Kegiatan marketing yang dilakukan oleh PT. Tjiwi Kimia menggunakan acuan 4P dari marketing mix yang terdiri dari product, price, place dan promotion. Promosi yang dilakukan oleh PT. Tjiwi Kimia mencakup beberapa element dari promotional mix, seperti direct marketing, personal selling, internet/interactive marketing, dan sales promotion. Pada periode magang Penulis selama 6 bulan, penulis bertanggung jawab untuk membantu pelaksanaan marketing dan promosi Collins. Penulis berperan sebagai Project Officer yang bertugas mengawasi product shoot dan syuting video tutorial Collins, membuat email blast, menentukan key opinion leaders untuk akun Instagram Collins, mendampingi Senior Project Officer untuk brainstorming mengenai aplikasi Collins, dan mempresentasikan Collins Signature. Dalam laporan magang ini, Penulis ingin berbagi sedikit mengenai kegiatan promosi yang dilakukan oleh PT. Tjiwi Kimia dalam meningkatkan brand awareness dari produk Collins Note Book./ The usage of notebooks is very significant in our lives. However, the significance began to slow down due to the paperless trend in which people begin to reduce paper usage. People who previously used notebooks to write things down or exchange information, slowly began to turn to tablets and smart phones as a means of note taking and gaining information. To maintain the usage of notebooks, PT. Tjiwi Kimia, one of the largest pulp and paper companies in Indonesia, came with a breakthrough; a harmony of traditional writing and modern technology. As a new brand, Collins should strive to get the attention of the community and its target customers in order to develop brand awareness and to increase sales. The marketing strategy that has been undertaken by PT. Tjiwi Kimia is technically a part of the 4Ps of marketing mix, which are product, price, place and promotion. Promotion conducted by PT. Tjiwi Kimia includes some elements of the promotional mix, such as direct marketing, personal selling, Internet / interactive marketing, and sales promotion. During the 6-month internship period, the Author was given the responsibility to assist the implementation of marketing and promotion. Author acted as a Project Officer who supervised the product and video tutorial shoot, creating an email blast, selecting key opinion leaders for Collins Instagram account, accompanying Senior Project Officer in brainstorming about the Collins’ smart phone application, and presenting about the Collins Signature. And in this internship report, Author will share a little bit about the promotional activities engaged by PT. Tjiwi Kimia in order to develop the brand awareness of Collins Note Book.

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