Download - Komunikasi Pemasaran Terpadu - Case Study
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STUDI KASUSKomunikasi Pemasaran Nasional
dan Internasional
Marcomm, Fikom, UMB 2010Judhie Setiawan
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Komunikasi Pemasaran Nasional• Studi Kasus: Strategi Komunikasi Empat Merek
Lokal; M.Gunawan Alif, PT Duta Cakrawala Komunika, 2006.
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Brand: “A Mild”
Integrasi dan Sinergi Tujuh• Leadership: Keyakinan Putra Sampurna utk menjadi
trend.• Branding: Brand building, ide/inovasi, Corp.Brand.• Advertising• Public Relations: Peduli Wirausahawan/UKM.• Event Marketing: “A Mild Live (Concert) Soundrenalin.• Sales Promotion: Hubungan relasional dgn hotel,
restoran dan cafe.• Publishing: Brand Activation.
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Brand: “A Mild”
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Brand: “A Mild”
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Brand: KOMPAS
Integrasi dan Sinergi Tujuh• Leadership: Visi Jako Oetama -> “Quality Newspaper”.• Branding: Aktualitas, Inovasi.• Advertising: Buka Mata dengan Kompas, Lintas
Generasi.• Public Relations: Konser Megalitikum Kuantum 40 Thn
Kompas, CEO Awards Jakob Oetama.• Event Marketing: Karikatur Award.• Sales Promotion: Promosi pada Agen/Loper. • Publishing: Momentum 40 tahun Kompas 28 Juni 2005.
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Aktualitas
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Lintas Generasi
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Inovasi
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Inovasi
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Brand: Kartu Kredit BNI 46
Integrasi dan Sinergi Tujuh• Leadership: Launching pada masa krisis Oktober 1997.• Branding: Corp.Branding (Logo), Positioning “Kartu Kredit
Keluarga”.• Advertising: Kartu kredit bukan untuk konsumtif, Memberi
Makna pada Setiap Transaksi.• Public Relations: BNI Melayani Negeri, Wisma Kota BNI,
Community/Affinity Card -> UI Card, UGM Card, ITB Card• Event Marketing: Peluncuran BNI Master Card (1997) dan
BNI Master Visa (1999).• Sales Promotion: Travel Fiesta, BNI Book Fair. • Publishing: Travel Fiesta.
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Public Relations
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Sales Promotion
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Event
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Brand: Matari
Integrasi dan Sinergi Tujuh• Leadership: Visi Ken T.Sudarto menjadi Tuan Rumah di
Negeri Sendiri.• Branding: Full Service Agency and Integrated Marcomm.• Advertising: PSA tentang Iklan.• Public Relations: Merintis Iklan Layanan Masyarakat, PON
IX.• Event Marketing: Penggalangan Dana PON IX, Gerakan
Disiplin Nasional (GDN).• Sales Promotion: Matari Communications melayani jasa
promosi penjualan. • Publishing: Aktivitas sosial marketing.
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Komunikasi Pemasaran Internasional
• Studi Kasus: BlackBerry from RIM (Research In Motion)
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Leadership & Inovasi
• Jim Balsillie & Mihalis Lazaridis mengembangkan perangkat pager dan push email (1996).
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Branding
• ‘The Pocketlink’• ‘LeapFrog’• ‘BlackBerry ‘ from Lexicon Branding Inc.
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Inovasi Merek
Menciptakan solusi layanan surat elektronik nirkabel:
• BlackBerry Enterprise Server (BES)
Menciptakan solusi layanan internet nirkabel:• BlackBerry Internet Service (BIS)
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Advertising
• Menjual perangkat (handset) sekaligus aplikasi (software)
• Sistem Bundling dengan Operator
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Public Relations
• Produk asal Canada yang sukses di pasar Amerika.
• Koran New York Times edisi 15 Desember 2008 memuat foto utama “Presiden Amerika Serikat ke-44, Barrack Hussein Obama sedang menggenggam BlackBerry”.
• Buzz PR oleh Celebriti Hollywood yang menggunakan perangkat BlackBerry (url: CelebrityBlackBerrysightings.com)
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Event Marketing
• 2002-2008, meluncurkan BB di Kanada, Amerika Utara, Eropa, Amerika Serikat, Bangladesh, Spanyol, Swedia, Uganda, Belanda, Afrika Selatan, India, Meksiko, Singapura, Thailand, Indonesia, Yordania, Malaysia, Chili, Austria, Jerman, Perancis, Inggris.
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