ATOK SAPUTRO, WAKHID (2014) “Pola Komunikasi Pemasaran Modern Penunjang Percepatan Pengenalan Brand Baru (Study tentang Progress Wings Coffeeshop). Other thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Dunia bisnis menjanjikan beragam keuntungan, alasan keuntungan yang besar
menjadikan persaingan ketat antara pemain satu dengan yang lainnya yang pada
akhirnya menimbulkan berbagai macam permasalahan mendasar. Wings
Coffeeshop adalah salah satu bentuk usaha baru yang harus mengikuti persaingan
baik secara sehat ataupun tidak sehat. Sebagai pemain baru dan memiliki
kemampuan finansial terbatas, cafe ini membutuhkan satu strategi yang efektif
dan efisien untuk memperkenalkan diri serta untuk bersaing dengan pemain lama.
Wings Coffeeshop sudah melakukan aktifitas komunikasi pemasaran modern
berbasis limited cost, namun itu saja tidak cukup. Penelitian ini dilakukan dengan
metode kualitatif yang bertujuan untuk mengetahui hambatan- hambatan dan
dukungan pola marketing yang diterapkan oleh Wings Coffeeshop dalam
memperkenalkan brand baru. Permasalahan mulai terlihat jelas setelah semua data
terkumpul, pemahaman yang kurang tepat dari management mengenai
komunikasi pemasaran modern berbasis limited cost yang hanya berfokus pada
pengenalan brand dan penghematan biaya saja. Dalam kasus ini dibutuhkan pola
marketing yang sesuai dengan kondisi yang ada, yaitu pola keseimbangan
marketing modern berbasis limited cost. Temuan penelitian ini adalah bahwa
sebelum melakukan aktifitas marketing modern, manajemen harus
mempersiapkan lima landasan berupa place, kualitas produk, build the
relationship, loyalitas karyawan, dan target. Setelah itu barulah dilakukan aktifitas
komunikasi pemasaran modern yang mengacu pada tiga hal, yaitu creativity,
networking, dan build the benefits. Tujuan akhir dari marketing modern tersebut
adalah brand power dengan berisikan lima manfaat puncak dari usaha apapun.
Lima manfaat puncak itu adalah continous purchase,cross purchase, competitor
resistance, cost insensitivity, cutting effort. Pada level itu, semua jenis usaha akan
mengalami masa kejayaan. Tugas dari Wings Coffeeshop saat ini adalah
membenahi dan memenuhi landasan sebelum melakukan aktifitas marketing
modern, namun semua program yang ada saat ini harus tetap dilanjutkan.
Bussines world promises varius benefits. The reason of big benefit raises tight
competition between a player and another player that finally causes varius basic
problems. Wings Coffeeshop is a new business that must follow the competition
ability, this cafe needs an effective and efficient strategy to introduce its brand. It
agains big brands that have been built earlier. Qualitively, the researcher collected
data and described the finding result in modern marketing pattern of supporting
new brand velocity. Basically, this cafe had sufficient standard that fullfilled the
requirements seen from product, place and facility provided. Wings Coffeeshop
also made limited cost- based modern marketing activities well, however it was
not enough. Until recently, there has not been proud progress of all theyhave and
done by the management. Finally, all began to be seen clearly after all the data
collected, the insufficient understanding on limited cost- based modern marketing
that only focused on brand introduction and cost saving. In this case, it required
the right marketing pattern, which was balance pattern of limited cost- based
modern marketing. Actually, before implementing modern marketing,
management must prepare bases such as place, product quality, and costumer in
love, employees’loyality, and target. Before the five bases have not been
completed, modern marketing activities would not run effectively. After that, it
was done modern marketing activities referred to three things, which were
creativity, networking and build the benefits. The last prupose of modern
marketing was brand power consisting five top benefits of any business. The five
benefit were continous purchase, cross purchase, competitor resistance, cost
insensitivity, and cutting effort. At that level, all business types would experience
prosperity period. The task of Wings Coffeeshop today was to revise and fulfill
the bases before doing modern marketing activities; however, all programs that
have existed until today must be continued.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 07 Nov 2016 00:55 |
| Last Modified: | 07 Nov 2016 00:55 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8417 |
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