Maulana, Mahesa and Prof. Rachmat Kriyantono, and Dr. Bambang Dwi Prasetyo, (2022) Strategi Komunikasi Pemasaran Produk Bir Bintang Dan Bir Heineken Dengan Model Analisis Sostac. Magister thesis, Universitas Brawijaya.
Abstract
Peran strategi komunikasi pemasaran sangat penting bagi perusahaan dalam memasarkan produk kepada target pasarnya. Komunikasi pemasaran produk minuman beralkohol yang mendapat hambatan dalam promosi, pemasaran, dan distribusinya memerlukan strategi yang tepat dalam implementasinya agar dapat menjamin keberlangsungan usaha. Penelitian ini berparadigma konstruktivis yang memiliki sifat eksploratif. Tujuan penelitian adalah untuk menemukan strategi yang dilakukan manajemen PT. Multi Bintang Indonesia sebagai strategi komunikasi pemasaran minuman beralkohol bir Bintang dan bir Heineken. Metode pengumpulan data penelitian melalui wawancara mendalam pada Area Business Manager dan Business Development Executive PT. Multi Bintang Indonesia Niaga, observasi lapangan, studi pustaka dan dokumentasi. Analisis data penelitian secara deskriptif kualitatif. Hasil Penelitian mengungkapan bahwa strategi yang dilakukan perusahaan melalui model analisis SOSTAC, diantaranya: (1) situation analysis: kedua produk bir tersebut merupakan market leader pada segmennya masing- masing, yakni Heineken pada segmen bir premium dan Bintang pada segmen ikonik/favorit di Indonesia; (2) objectives analysis: tujuan bir Bintang tercapai sebagai bir ikonik dan favorit di Indonesia dan bir Heineken menjadi bir premium di Indonesia; (3) strategy analysis: kondisi pandemi covid-19 secara global membuat kedua produk bir memanfaatkan media online seperti sosial media (Instagram, Facebook, Youtube, LinkedIn), website, dan e-commerce untuk aktivitas komunikasi pemasaran; (4) tactic analysis: taktik yang digunakan oleh kedua produk bir untuk mendukung strategi adalah melalui pemasaran below the line (BTL) seperti, pemasaran langsung, sales promotion, marketing event, sponsorship, merchandise, personal selling, public relation, point of purchase dan word-of-mouth; (5) action analysis: untuk mendukung dan mempertahankan strategi, yakni melalui tiga tahapan yakni, building, developing dan managing pada sosial media bir Bintang dan bir Heineken seperti penggunaan caption, hashtag (#), dan konten yang menarik; (6) control analysis: mengevaluasi perencanaan strategi komunikasi pemasaran yang dilakukan perusahaan melalui aktivitas perfect store, penjualan offline dan online, media sosial, event, dan sumber daya manusia. Pada penelitian ini tahap SOSTAC dilakukan oleh kedua produk bir tersebut, namun perlu melakukan kontrol dan mengoptimalkan strategi dan taktik yang telah dirancang agar pesan yang disampaikan perusahaan tersampaikan dengan efektif dan efisien.
English Abstract
The role of marketing communication strategies is very important for companies in marketing products to their target markets. Marketing communications for alcoholic beverage products that are hindered in their marketing and distribution require the right strategy in their implementation in order to ensure business continuity. This research has a constructivist paradigm that has an exploratory nature. The purpose of this research is to find out the strategy that was carried out by the management of PT. Multi Bintang Indonesia as a marketing communication strategy for Bintang beer and Heineken beer. The data collection method has been carried out through in-depth interviews with the Area Business Manager and Business Development Executive PT. Multi Bintang Indonesia Niaga, field observations, literature studies and documentation. The research data analysis was descriptive qualitative. The results of the study reveal that the strategies adopted by the company through the analysis of the SOSTAC model include: (1) situation analysis: the two products are market leaders in their respective segments, namely Heineken in the premium beer segment and Bintang in the iconic/favorite segment in Indonesia; (2) objective analysis: Bintang beer's goal is achieved as an iconic and favorite beer in Indonesia and Heineken beer to become a premium beer in Indonesia; (3) strategy analysis: the global COVID-19 pandemic has forced the two beer products to use online media such as social media (Instagram, Facebook, Youtube, LinkedIn), websites, and e-commerce for marketing communication activities; (4) tactical analysis: the tactics used by the second product to support the strategy are through below the line (BTL) marketing such as direct marketing, sales promotion, marketing events, sponsorship, merchandise, personal selling, public relations, point of purchase and from mouth to mouth; (5) action analysis: to support and maintain the strategy, namely through three stages namely, building, developing and managing social media for Bintang beer and Heineken beer such as the use of captions, hashtags (#), and interesting content; (6) control analysis: development of marketing communication strategy planning carried out through perfect stores, offline and online sales, social media, events, and human resources. In this study, the SOSTAC stage was carried out by the two products, but it was necessary to control and optimize the strategies and tactics that had been designed so that the message conveyed by the company was conveyed effectively and efficiently
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0422110002 |
| Uncontrolled Keywords: | Strategi Komunikasi, Komunikasi Pemasaran Minuman Beralkohol, SOSTAC, Communication Strategy, Alcoholic Beverage Marketing Communication, SOSTAC |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication |
| Divisions: | S2/S3 > Magister Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik |
| Depositing User: | Nur Cholis |
| Date Deposited: | 17 Jan 2023 07:43 |
| Last Modified: | 17 Jan 2023 07:43 |
| URI: | http://repository.ub.ac.id/id/eprint/196671 |
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