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ITS » Undergraduate Theses » Desain Product - Ekstensi
Posted by anis at 12/01/2010 14:08:07  •  17999 Views


PERANCANGAN BRAND ACTIVATION SAMPOERNA A MILD DENGAN MOMENTUM KEMERDEKAAN

Author :
Adhitama, Bayu Prasetya 




ABSTRAK

Peringatan kemerdekaan adalah suatu bentuk apresiasi masyarakat sebagai bangsa dalam kehidupan bernegaranya. Peringatan di Indonesia yang lebih dikenal dengan HUT RI ini dirayakan oleh seluruh masyarakat dari berbagai elemen yang ada. Mulai dari elemen tertinggi bangsa seperti pemerintahan dan parlemen hingga masyarakat setinggat RT. Disisi lain peringatan ini juga dijadikan momentum untuk beberapa kepentingan yang notabene tidak ada kaitannya dengan peringatan itu sendiri. Kondisi seperti ini sangat menggambarkan bahwa betapa peringatan kemerdekaan adalah milik seluruh rakyat Indonesia. Sebuah momentum yang sangat menasional dan mendapatkan antusiasme dari masyarakat. Atmosfir masyarakat terasa sangat kuat dengan satu nuansa yang sulit didapatkan dalam kehidupan sehari-hari. Generasi muda adalah generasi penerus bangsa. Generasi muda kita saat ini mengalami krisis salah satunya krisis identitas kehilangan pemaknaan atas apa yang dia jalani dan mengadopsi secara mentah apa yang benar-benar jadi persepsi lumrah dalam parameter umum. Kelak bisa jadi generasi muda akan mengalami kegamangan ketika harus menerima tongkat estafet tersebut karena berbagai krisis yang dialaminya. A Mild dikenal sebagai brand yang selalu memberikan pemaknaan sekaligus apresiasi terhadap situasi sosial masyarakat serta kondisi bangsa sangat menggelitik mengena dan relevan. Hali ini merupakan salah satu keunggulan sekaligus keunikan bagi A Mild sendiri ditengah-tengah persaingan yang keras dikategori produk rokok LTLN. Dengan kondisi seperti ini momentum peringatan kemerdekaan sangat potensial bagi A Mild untuk lebih mengoptimalkan kegiatan marketing dan promosi mereka yang memang selama ini belum pernah mereka manfaatkan. Perancangan Brand Activation BLAK-BLAKAN BUAT BANGSA merupakan upaya pengoptimalan kegiatan promosi A Mild dengan momentum kemerdekaan yang bertujuan memelihara dan memperkuat citra serta posisi A Mild sebagai market leader juga merupakan jawaban A Mild sebagai pemimpin pasar yang selalu terdepan terhadap kondisi persaingan yang sedang dihadapinya.


ABSTRACT

National Independence commemoration a form of apreciation by the society as a part of the nation. Commemoration in Indonesia which use to be called HUT RI is celebrated by people from every layer of the society from the nation highest element such government and parliamentary until neighbouhood surroundings. On the other hand the commemoration also being a momentum for other importance which some are have nothing to do with the commemoration it self. This condition describe how independence commemoration in Indonesia is belongs to all its cicizen. A nationalized moment which earn anthusiasm from the society. The society is strongly fills the air along with the atmosphere that hardly meet in every days life. Young generation are a nation heir. Today young generation of our are in a crisis condition identity crisis is one of the crisis lost meaning of what they have done and early judgement on precepting have became a common perception in general parameter. Someday young generation will experience on emptyness when they receive that opportunity because of the crisis they have go through. A Mild known as a brand which always gives a meaning and also appreciation about the social issues that happen to society and to the nation generally funny straight to the point but also relevant. These characters are a strong point also an uniqueness of A Mild in the middle of the competition among LTLN cigarette brands. In this condition moment of independence commemoration is a potential subject for A Mild to optimize more of marketing and promoting activity which has not been used for after all this time. Brand Activation design project BLAK-BLAKAN BUAT BANGSA is a way to optimized A Milds promotion activity using independence moment which aim to obtain and strengthen A Milds image and its position as market leader also become the answer of the brand as the leader towards the competition condition which been confront.



Keywordskemerdekaan ; seluruh rakyat Indonesia ; Sampoerna
 
Subject:  Bentuk ; Rancangan
Contributor
  1. Rahmatsyam Lakoro, S.Sn
Date Create: 12/01/2010
Type: Text
Format: pdf.
Language: Indonesian
Identifier: ITS-Undergraduate-3100006028114
Collection ID: 3100006028114
Call Number: RSDP 745.4 Adh p


Source
Undergraduate Thesis, DEPARTEMENT OF INDUSTRIAL DESIGN,RSDP 745.4 Adh p

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  1.  ITS-Undergraduate-7419-3402109036-kesimpulan.pdf - 18 KB




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