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"Setelah diluncurkan pada Juli 2011 lalu, hingga saat ini Panadol® Patch menghadapi permasalahan, yakni kesadaran masyarakat yang masih sangat rendah akan keberadaan produk ini di pasar. Akan tetapi melihat kondisi masyarakat Indonesia sendiri yang memiliki angka cukup tinggi dalam jumlah penderita pegal-pegal dan nyeri otot, penulis melihat adanya peluang yang cukup besar bagi produk ini untuk dapat dipasarkan di Indonesia sebagai produk obat topikal pereda nyeri yang juga masih memiliki pasar persaingan yang masih sepi. Di tengah pasar persaingan yang masih sepi dengan kondisi kepedulian masyarakat yang rendah terhadap pemakaian obat topikal sebagai salah satu solusi untuk meredakan pegal-pegal dan nyeri otot, maka Panadol® Patch harus dapat memiliki positioning dengan pendekatan yang tepat agar untuk memiliki suatu tempat tersendiri yang unik di benak masyarakat. Sehingga dengan menganalisis data pasar yang ada, maka diharapkan akan terkumpul berbagai dasar dan pertimbangan yang baik untuk membuat sebuah perencanaan komunikasi pemasaran terpadu bagi Panadol® Patch. Dengan tujuan pemasaran, yakni meningkatkan trial intentions, atau 'keinginan mencoba' sebesar 15% selama satu tahun, maka pertama-tama terdapat tujuan komunikasi yang harus dicapai, yakni meningkatkan 'kesadaran' atau awareness sebesar 30% pada target audiens. Adapun biaya kampanye komunikasi pemasaran terpadu ini selama setahun adalah sebesar Rp 18.916.320.830. Evaluasi dan pengawasan juga akan dilakukan untuk melihat dampak dan efektivitas dari pelaksanaan kampanye ini.

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Launched in July 2011, recently Panadol® Patch faces a problem that there is still a lack of public awareness for the presence of this product on the market. However, noted the condition of Indonesian society that have a high number in muscle pain, we see this as an opportunity for this product to be marketed in Indonesia as a topical pain-reliever drug product, which is also still have a small and quiet inactive market.

In the midst of the small and quiet inactive market competition, plus the low concern from the consumer against the use of topical-drug as one solution to relieve the muscle pain, then Panadol® Patch should be able to have the unique positioning with the right approach in order to be 'stands out' in the minds of the consumers. By analyzing the data of the current market situation, we expected to collect a variety of good consideration to create an integrated marketing communications plan for Panadol® Patch.

With the marketing objective, which is to stimulate 'trial intentions' by 15% during a year. So, to achieve the marketing objective, there is a communication objective, which is first have to be achieved, that is to increase the awareness by 30% on the target audience.

The cost of this integrated marketing communications campaigns for a year is Rp 18.916.320.830. Evaluation and monitoring will also be conducted to see the impact and effectiveness of the implementation of this campaign."

"ABSTRAKSejak tahun 1956, SilverQueen telah merambah pasar panganan cokelat di Indonesia. Brand lokal ini secara rutin meluncurkan inovasi-inovasi pada produknya dan melahirkan varian-varian baru. Ekuitas brand-nya dapat dibilang cukup tinggi pada target khalayaknya. Sebagaimana berkompetisi dalam pasar yang dinamis dan persaingan yang ketat, SilverQueen membutuhkan perencanaan strategi komunikasi pemasaran yang sesuai sehingga dapat mempertahankan posisinya sebagai market leader.Berdasarkan data pasar, diperoleh fakta bahwa SilverQueen telah mencapai tingkat awareness. Namun, belum berhasil memenangkan preferensi target khalayak. SilverQueen yang baru saja meluncurkan website sebagai media pemasaran online juga bermaksud menciptakan awareness terhadap brand pada dunia maya.Solusi dari permasalahan ini adalah melalui serangkaian kampanye SilverQueen yang mengusung tema besar ?SilverQueen Let‟s Santai?. Ide besar tersebut lahir dari insight bahwa SilverQueen merupakan mood booster bagi target khalayak. Identitas ?Santai Belum Lengkap Tanpa SilverQueen‟ yang kuat kemudian diangkat sebagai tagline dari kampanye. Kampanye ini memiliki tujuan, antara lain: (1) menciptakan awareness terhadap website, (2) menciptakan liking dan preference target khalayak terhadap brand SilverQueen, dan (3) menciptakan buying intention yang terus-menerus.Kampanye akan berlangsung dalam 3 tahap dengan keseluruhan biaya kampanye sebesar Rp 22.900.821.064,- selama satu tahun.

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ABSTRACTSince 1956, SilverQueen has been adjusting its position in Indonesia confectionery market. This local brand routinely develops inovations to its products and launches new variants. The brand equity is high among its target audience. As a competing brand in dynamic market, SilverQueen needs an integrated marketing communication strategy planning to be able to maintain its position as a market leader.According to the collected data, SilverQueen has successfully reached awareness level. But the brand has not reached preference level of the target audience. Plus, SilverQueen has just launched its new website as an online marketing tool of which awareness needs to be built.The solution of these problems is a fully-integrated SilverQueen marketing communication campaign which brings up ?SilverQueen Let‟s Santai‟ as its big theme. The big idea comes from the insight that SilverQueen is considered to be a mood booster for its target audience. The brand identity of ?Santai Belum Lengkap Tanpa SilverQueen‟ has created a strong position among consumers, that it is used as the campaign‟s tagline. The purposes of this campaign are: (1) creating awareness towards the website, (2) reaching liking level and preference level of target audience, and (3) creating sustainable buying intentions.The campaign will be divided into 3 phases with an overall campaign costs amounted to Rp 22.900.821.064,- for a year."

"Tugas Karya Akhir ini membahas mengenai perencanaan kampanye programkomunikasi pemasaran terpadu ?Samsung Galaxy Mini S5570 Periode Januari 2012 ?Desember 2012? . Dengan menganalisis pasar yang ada, diharapkan akan terkumpuldasar acuan yang baik untuk membuat perencanaan komunikasi pemasaran terpadu. Ditengah persaingan produsen smartphone, Samsung Galaxy Mini S5570 harus dapatmenciptakan dan menancapkan posisinya di benak konsumen. Dirumuskan tujuanpemasaran yaitu meningkatkan penjualan. Sedangkan, tujuan komunikasi yaitumeningkatkan kesadaran tentang keunggulan produk Samsung Galaxy Mini S5570.Total biaya kampanye mencapai Rp. 3.223.550.000,- untuk satu tahun. Demikelancaran pelaksanaan kampanye, akan dilakukan evaluasi, monitoring dan kontrolagar pelaksanaan kampanye sesuai dengan yang direncanakan sebelumnya.;"

"CloseUp merupakan pasta gigi yang dikhususkan bagi kaum muda dan telah hadir selama bertahun-tahun di Indonesia. Namun demikian, selama beberapa tahun terakhir CloseUp mengalami stagnansi dan tidak lagi menjadi merek yang dipreferensikan oleh khalayak sasarannya. Adanya kebiasaan berbagi pasta gigi dalam satu keluarga membuat khalayak sasaran CloseUp, kaum muda usia 18-25 tahun, terbiasa menggunakan pasta gigi yang sama dengan keluarganya. Hal ini disebabkan oleh adanya persepsi bahwa semua pasta gigi pada dasarnya sama dan hanya berguna untuk membersihkan gigi. Padahal, kaum muda usia 18 hingga 25 tahun telah memiliki daya beli dan preferensi tertentu terhadap suatu merek yang dianggap relevan dengan dirinya. Kini, CloseUp ingin memperkuat image­­­-nya di benak khalayak sasaran melalui suatu kampanye komunikasi yang relevan dengan nilai dan karakteristik kaum muda masa kini. Melalui hal ini, diharapkan tingkat brand preference CloseUp di kalangan khalayak sasaran bisa meningkat, sehingga CloseUp bisa muncul sebagai merek pasta gigi yang selalu dipilih dan digunakan oleh khalayak sasaran. Untuk mencapai tujuan ini, sebuah kampanye komunikasi pemasaran berjudul ?Make Real Move? akan hadir dengan tema yang paling relevan bagi khalayak sasaran masa kini, yakni pendekatan dengan lawan jenis. Kampanye yang berjalan selama empat bulan ini akan hadir untuk mengajak khalayak sasaran berani melakukan tindakan nyata di masa-masa pendekatan, bukan hanya sebatas pendekatan melalui gadget seperti yang marak terjadi saat ini. Kampanye ini menggunakan microsite sebagai pusat aktivitas utama, didukung dengan berbagai promosi yang efektif di media above the line, below the line, dan digital. Biaya yang dibutuhkan dalam kampanye ini adalah Rp 12.948.535.000,00. Evaluasi dan monitoring juga akan dilakukan untuk menilai efektivitas dari kampanye ini.

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For years, CloseUp has been widely known in Indonesia as a toothpaste brand that is specialized for young people. However, in the last few years, CloseUp's growth is stagnant and no longer preferred by its target audience, young people aged 18 - 25 years old. Sharing toothpaste in a family has become a habit in Indonesia, establishing target audience to use the same toothpaste brand as their family?s brand. They believe that all kind of toothpaste is basically same, only to clean their teeth and mouth. In fact, 18 ? 25 years young adults normally have buying power and preference to a brand that considered bringing the same value with the value they loved and believed. Now, CloseUp wants to strengthen its brand image through an integrated communication campaign that brings relevant values and characteristic to target audience. By this relevancy, CloseUp wants to transform into a brand that is preferred by the target audience, a toothpaste brand that fully understand its audience and most suitable for them.

To achieve these objectives, there will be an integrated marketing communication campaign named ?Make Real Move? that use the most suitable topic for target audience nowadays: getting closer to their significant other. This four-month campaign will invite target audience to be brave in doing real moves to get closer with their significant other, not just a movement via gadget or mobile phone as happened nowadays. This campaign use microsite as the main landing page, supported by various promotional message in above the line, below the line, and digital media. The budget needed for this campaign is Rp 12.948.535.000,00. To ensure the effectiveness of each media and the whole campaign, evaluation and monitoring will also conducted during the campaign."

"Tesis ini disusun untuk menjadi panduan PT. Black Bishop dalam melaksanakan kegiatan bisnisnya di sektor Content Provider, dengan penekanan pada perencanaan pemasarannya. Bergerak dalam suatu industri yang penuh dengan persaingan dan lingkungan usaha yang tergolong memiliki ketidakstabilan yang tinggi maka perusahaan haruslah memiliki sebuah perencanaan bisnis yang baik khususnya perencanaan yang berfokus pada komunikasi pemasaran. Dengan menerapkan strategi diferensiasi dan diferensiasi yang terfokus dengan mengandalkan keunikan, maka Black Bishop memerlukan suatu rencana komunikasi yang sesuai dengan kapasitas keuangan perusahaan serta siklus ekonomis produk perusahaan.

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This thesis is set to be a guidance of Black Bishop in conducting its business as a Content Providers, with emphases at marketing planning. Doing business in an industry with heavy competition and high environment instability like RBT business line, then a company needs to formulate a proper business plan focusing in marketing plan that emphases marketing communication. By implementing different strategy and focused different strategy tat more bring uniqueness on its products, Black Bishop is need to formulate a communication marketing plan that also inline with its financial capacity and its product life cycle."

"Tugas Karya Akhir ini disusun untuk membahas mengenai kegiatan pemasaran coffee shop yang terletak di daerah pejaten yang bernama Si Cangkir. Tugas Karya Akhir ini berisikan berbagai perencanaan program program dan perencanaan implementasi dari segi integrated marketing communication. Perencanaan program integrated marketing communication ini diharapkan dapat manjadi pemecah masalah yang selama ini dimiliki oleh Si Cangkir dalam kegiatan pemasaran. Penulis menyusu rancangan program integrated marketing communication berdasarkan dari analisis dan data dari kondisi kegiatan pemasaran Si Cangkir. Tugas Karya Akhir ini, memuat strategi komunikasi yang mana penulis menggunakan gabungan antara integrated marketing communication dan proses pembelian dengan model AISAS. Berdasarkan strategi komunikasi yang penulis pilih, penulis akan menggunakan delapan program yaitu Online Submission, Public Relation Package, Sales Promotion, Meet The Creator, Bring Your Old Bottle, Email Marketing, Instagram Ads, dan Si Cangkir Short Movie. Program-program tersebut diharapkan dapat menigkatkan awareness dari Si Cangkir dan memiliki dampak terhadap peningkatan penjualan.

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This Final Project is to explain the marketing activities of a coffee shop located in the Pejaten area called Si Cangkir. This Final Project offers various planning program and This final project proposes marketing activities strategies that can be employed by Si Cangkir, a coffee shop in Pejaten, South Jakarta from the aspect of integrated marketing communication. The proposed integrated marketing communication program is expected to be a problem solver for Si Cangkir in marketing activities. Author draws up the design of the integrated marketing communication program based on the analysis and data from the condition of Si Cangkir's marketing activities. This Final Project contains a communication strategy in which the author uses a combination of integrated marketing communication and the buying process with the AISAS model. Based on the communication strategy that the author chose, author will use eight programs which is Online Submission, Public Relations Package, Sales Promotion, Meet The Creator, Bring Your Old Bottle, Email Marketing, Instagram Ads, and Si Cangkir Short Movie. These programs are expected to increase awareness of Si Cangkir and have an impact on increasing sales."

"PT Asuransi X is one of the major general insurance players in Indonesia. lt has au extensive experience in underwriting the broad range of general insurance product for different largeted segment. When the takaful products started to be recognized in Indonesia, PT Asuransi X decided to tap in the takaful industry. The portfolio of the takaful products will be started from the Consumer Lines' product (Personal Lines and Accidental & Health Products) and followed by the small to medium Commercial lines’ related businessesAs the newcomer in the industry, PT Asuransi X will require marketing strategies to market the takaful products. To develop the marketing strategies, there are several issues that should be addressed. In this paper, we are going to find the optimal marketing strategy (product, price, distribution, promotion) that is useful for PT Asuransi X in marketing the small to medium Commercial Lines' related businesses takaful products. One of the significant findings in the analysis is the importance for PT Asuransi X to manage the distribution channel because the nature of insurance service is low-contact service which emphasizes the encounter with service personnel. Other finding is about the low involvement consumer buying behavior that makes it more challenging for PT Asunmsi X to develop the takaful products. Positioning is necessary to differentiate PT Asuransi X takaful product with others. In addition to that, it is suggested that PT Asuransi X does not only sell the name of takaful which can be easily associated to the islmnic principles. The marketing strategy should emphasize the benefit offered so it can be consumed by people from different religion background."

"Milkuit is a brand extension from Energen. It is one of Energen tools to strengthen the brand image and brand equity towards brand that associated with nutrition and health. Milkut has launched at June 2004, and it is the first brand and line extension from Energen after 13 years known as milk and cereal products. The product launch is not very smooth, several factors were behind this trouble.First, the product didn?t get through marketing concept of new product development process. It was only focusing on development of the product itself, creating taste that accepted by consumers and the packaging design was created without any strategic direction.Second, the management directions also play a role in this failure. When the first brief, the management want this product become a premium product and only sold in modern trade at Rp. 1.000 per pack that doubled competitor?s price. But sales in modern trade are limited, management demanded higher volume, and then the marketing team are releasing this product to traditional trade without any proper preparation and strategy.Third, the distribution in traditional trade is very weak, this happened because the distribution system and teams from Mayora is not really working well. Inbisco, a distribution company and sister company from Mayora is not applied direct distribution system. They have different sub distributors in every area. With indirect distribution system, Inbisco have less power to reach certain numeric distribution in short term period.Fourth, inconsistent communication strategy is one of the biggest contribution to failure of this new brand extension from Energen. It?s hard for marketing team to determine a proper strategy because there are no marketing researches before they develop Energen Milkuit. Knowing this situation Mayora is willing to revitalize and re-launch Energen Milkuit to become one of key player in biscuit market. Energen Milkuit is aimed to be a significant brand in cookies category with nutrition and health benefit from the product.Differentiation is the anchor of a brand?s equity. Without differentiation a company cannot charge a premium, nor can it sustain a brand. That was what happened with Energen Milkuit that fail to succeed in the market. Energen Milkuit was offering products that quite similar to competitor?s product with higher price without any significant differentiation. That?s why Energen Milkuit needs to have significant differentiation if they want to fight with competitors. After Mayora find the suitable differentiation for Energen Milkuit, they need to reposition the brand to establish more compelling points of difference. We need to reposition a brand to establish a point of parity on some key image dimension. Updating a brand may require some combination of new products, new advertising, new promotions, new packaging, and so forth.Energen Milkuit must have a proper marketing communication strategy to be success in this relaunch. The communication strategy will determine whether the consumer aware and buy the products or not. All strategy for revitalize and relaunch Energen Milkuit should put into marketing plan. The objectives to have marketing plan are to make clear how it will impact three important overall business performance objectives, revenue growth, strategic position, and financial performance."

"Rumah sakit secara tidak langsung memiliki tuntutan dalam menerapkan strategi pemasaran. Bauran pemasaran merupakan model strategi terdiri dari 7P, yaitu product, price, place, promotion, people, process, physical evidence. Rumah Sakit Santo Antonio Baturaja mengalami penurunan tingkat keterisian tempat tidur setelah relokasi pada tahun 2019. Informasi pelayanan belum tersampaikan ke masyarakat, salah satunya pelayanan BPJS padahal Universal Health Coverage di Kabupaten Ogan Komering Ulu (OKU) mencapai 87,67% pada November 2023. Penelitian ini bertujuan menciptakan strategi optimalisasi pemilihan RS Santo Antonio sebagai fasilitas kesehatan rujukan tingkat lanjut (FKRTL) di Kabupaten OKU dengan pendekatan bauran pemasaran. Penelitian mixed method, analisis kuantitatif dengan desain potong lintang dari 100 sampel yang mengisi kuesioner di Fasilitas Kesehatan Tingkat Pertama (FKTP), dilanjutkan analisis kualitatif dengan wawancara mendalam beberapa sampel dan manajemen RS Santo Antonio untuk mengkonfirmasi hasil analisis kuantitatif. Hasil analisis kuantitatif didapatkan promosi, harga, sumber daya manusia, proses, dan bukti fisik memiliki hubungan dengan pemilihan FKRTL. Selanjutnya hasil analisis kualitatif didapatkan permasalahan dan rencana strategi. Strategi optimalisasi sesuai prioritas nilai odds ratio (OR) terbesar meliputi pelatihan dan remunerasi untuk mengoptimalkan kinerja SDM, branding tanpa iur biaya, promosi omnichannel yang konsisten, rekam medis elektronik untuk mempersingkat waktu tunggu, dan membangun citra menerima pasien BPJS walaupun gedung RS bagus

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Hospitals indirectly have demands in implementing marketing strategies. The marketing mix is ​​a strategy model consisting of 7Ps, namely product, price, place, promotion, people, process, physical evidence. Santo Antonio Baturaja Hospital experienced a decrease in bed occupancy rates after relocation in 2019. Information about services has not been conveyed to the public, one of which is BPJS services even though Universal Health Coverage in Ogan Komering Ulu (OKU) Regency reached 87.67% in November 2023. Research This aims to create an optimization strategy for selecting Santo Antonio Hospital as an advanced referral health facility (FKRTL) in OKU Regency using a marketing mix approach. Mixed method research, quantitative analysis with a cross-sectional design from 100 samples who filled out questionnaires at First Level Health Facilities (FKTP), followed by qualitative analysis with in-depth interviews with several samples and the management of Santo Antonio Hospital to confirm the results of the quantitative analysis. The results of the quantitative analysis showed that promotion, price, human resources, processes and physical evidence were related to the selection of FKRTL. Furthermore, the results of the qualitative analysis obtained problems and strategic plans. Optimization strategies according to the priority of the largest odds ratio (OR) value include training and remuneration to optimize HR performance, branding without cost fees, consistent omnichannel marketing, electronic medical records to shorten waiting times, and building an image of accepting BPJS patients even though the hospital building is good."