Strategi Komunikasi Pemasaran Dalam Upaya Membangun Brand Equaty (Studi Kasus : Launching Lemari Es X)  

Oleh:

JUNITA

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Metris: Jurnal Mesin, Elektro, Industri dan Sains vol. 8 no. 1 (Mar. 2007), page 57-68.
Topik: Brand Equity ; Marketing Communication Strategy; Marketing Management; Industrial Management; non Parametric Statistics
Fulltext: Junita_Metris_08_01_Maret_2007.pdf (4.05MB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM42.4 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Brand is an important aspect for the firm in determining the appropriate marketing strategy in the future. PT. X Indonesia is a firm running its business in electronics with washing machine as one of its products with good response from consumers. Brand plays an important role in helping consumers to determine what products 10 b ??y. Therefore, PT, X Indonesia wants to know its brand strength by identifying its existing customers as to determine brand strategy to be implemented when the firm Is going to launch new products. The objective of this research is to know brand equity position of X freezer by identifying brand awareness, brand association, perceived quality and brand loyalty and by formulating marketing communication strategy, Marketing communication strategy Is related to analysis of the existing customers. The result of questionnaire of brand equity shows that X is not considered as top ofmind by the consumers altho??gh many of them used or bought X freezer. Meanwhile, X freezer is. positioned In a good image as the strong and durable freezer with competitive price. Because of these, many consumers like the product. Based on analysis result, it is found out that marketing communication strategy that Is recommended when the firm is going to launch new products is by focusing on brand awareness improvement, such as using television commercial showing its strength. In addition, it is recommended to do sales promotion, such as honoring gifts or special prices, in launching the products.

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