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USULAN STARTEGI KOMUNIKASI MEREK UNTUK MENINGKATKAN EKUITAS MEREK

PROPOSED BRAND COMMUNICATION STRATEGY TO INCREASE BRAND EQUITY

2017
Master Theses from JBPTITBPP / 2017-10-02 11:18:54
Oleh : YANGMI PUTRI NURSELA 29115069, S2 - MBA-ITB
Dibuat : 2017-09-29, dengan 1 file

Keyword : brand audit, CBBE ( Customer-Based Brand Equity), brand awareness
Sumber pengambilan dokumen : Sonora Bandung Radio

Dewasa ini informasi merupakan hal yang penting dalam kehidupan, mengingat semakin mudahnya



masyarakat mengakses serta mendapatkan informasi salah satunya melalui media komunikasi



elektronik yaitu radio. Kota Bandung merupakan salah satu kota yang memiliki frekuensi radio



terbanyak (Herdiana, 2016), oleh karenanya persaingan di industri radio semakin ketat khususnya



dalam menciptakan ekuitas merek yang kuat di benak pendengar. Sonora Bandung adalah salah satu



private radio yang beroperasi sejak tahun 2013 di Bandung di bawah Kompas Gramedia, namun radio



ini belum pernah melakukan survey salah satunya brand tracking survey untuk mengukur kinerja



perusahaan, persepsi konsumen terhadap Sonora Bandung berdasarkan CBBE (Customer-Based



Brand Equity) model, dan secara tidak langsung melalui hasil survey tersebut dapat menjadi dasar



untuk menyusun komunikasi pemasaran.



Penelitian ini dilakukan secara kuantitaif dan kualitatif sesuai dengan konsep brand audit. Tahap



pertama adalah dengan menganalisis brand inventory yaitu mengukur dari sisi internal perusahaan



meliputi STP (Segmenting, Targeting dan Positioning), marketing mix 7P (Product, Price, Promotion,



Place, Phsycal evidence dan process) dan terakhir adalah brand element yang meliputi (logo, slogan,



Url, dan brand name). Tahap selanjutnya adalah brand exploratory sisi eksternal meliputi analisis



kompetitor, SWOT, brand tracking survey dan brand audit. Hasil survey menunjukan bahwa Sonora



Bandung radio memiliki peformance yang baik bagi pendengar, disisi lain terdapat gap pada brand



image, namun image tersebut tidak bersifat negatif. Selain itu terdapat isu lain yang bersifat negative



yaitu kurangnya brand awareness di kalangan pendengar radio Bandung, diidentifikasi bahwa



kurangnya brand awareness dikarenakan komunikasi pemasaran yang kurang efektif.



Oleh karenanya, penulis mengusulkan untuk meningkatkan komunikasi pemasaran untuk



meningkatkan brand awareness dan memperkuat brand equity. Komunikasi pemasaran yang



diusulkan yaitu melalui IMC (Intergrated Marketing Communication) baik secara online maupun



offline. selain itu penulis juga mengusulkan untuk membentuk komunitas merek dengan tujuan untuk



meningkatkan loyalitas pendengar. Berdasarkan penjelasan di atas, penulis membuat implementation



plan selama 1 tahun kedepan dengan budgeting yang telah di prediksi. Konten yang diajukan



mengenai staregy komunikasi merek yang bertujuan untuk meningkatkan kesadaran merek, loyalitas



serta menarik pendengar radio.

Deskripsi Alternatif :

These days information is becoming an important thing; given how easier it is to access and obtain



information through electronic communication media, one of which is radio. Bandung is one of the



cities with the most radio frequency (Herdiana, 2016) and therefore the competition is getting fierce



especially in building brand equity in the mind of listeners. Sonora radio Bandung is one of private



radio which operates since 2013 under Kompas Gramedia group. However, this private radio has



never conduct any brand tracking survey based on CBBE (Customer-Based Brand Equity), the



objectives of which is to know company performance. The listerner perception toward the brand,



directly and indirectly, is important as basis for designing marketing strategy.




This research is conducted qualitatively and quantitatively and is designed to be in line with brand



audit concept. The first step is to analize brand inventory to be identified internally. This includes STP



(Segmenting, Targeting and Positioning), 7P Marketing Mix (Product, Price, Promotion, Place,



Phsycal evidence dan Process) and brand element (logo, slogan, and brand name). The next step is to



measure brand exploratory externally and consist of competitor analysis, SWOT, brand tracking



survey and brand audit. The result shows Sonora radio Bandung has good performance from the



perception of its listeners. However there is a slight gap on brand image, although it does not containt



any negative image. In addition, the author also found negative issue which is Sonora Bandung radio



has lack of brand awareness from the perspective of Bandung radio listeners. It was then indentified



that the root cause due to ineffetive marketing communication.




The author propose to improve Sonora radio Bandung’s marketing communication in order to



increase brand awareness and strengthen its brand equity. The proposed marketing communication is



through IMC (Intergrated Marketing Communication), whether online and offline. Updating Sonora



Bandung Radio Station (SBRS) website, social medias, and build viral marketing in order to



communicate and increase brand awareness. SBRS can also promote its brand through event and



experience and maintain its channels. The last is to create brand community to increase listeners



loyalty. Based on the explanation above, the author made an implementation plan over the next year



with forecast budgeting. The content proposed is marketing communication strategy which will assist



SBRS to increase its awareness, loyalty and grab more listeners.

Copyrights : Copyright (c) 2001 by Perpustakaan Digital ITB. Verbatim copying and distribution of this entire article is permitted by author in any medium, provided this notice is preserved.

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  • Sonny Rustiadi, SE, MBA, Ph.D , Editor: Neng Kartika

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