Komunikasi Pemasaran pada Pasar Ceruk (Nicke Market) : Studi Kasus Komunikasi Pemasaran Pada Hello Skateboards

ASYSYAKUUR, Matahari, Pulung Setiosuci Perbawani

2013 | Skripsi | Ilmu Komunikasi

ABSTRACT Marketing communications has important role for brand in order to recognized by its consumer. So does for local skateboard brand which the market is niche market. Small and focussed market make brand should persistency to promote their brand to survive in this market. One of them is Hello Skateboards that since 2004 run a skateboard bussiness and still exist till nowadays.The Small market makes Hello Skateboards should maintains the brand awareness in order to not be left by its consumer because of emergence of many competitor in this narrow market. This research intend to depict marketing communication by Hello Skateboards to aim niche market. Although it couldn't be generalized, knowing Hello Skateboards's marketing communications give us little depiction how marketing communications activity for niche market by the instrument and approach that used to aim focussed and specific audience. The method used is case study, so could depict detailed about backgroud and special characteristic from its case. These could be get from interview, obervation, and archivial record. The result of the research is show that there is uniqueness in Hello Skateboards marketing communications. The uniqueness can be seen from the process of marketing communications, how Hello Skateboards approachthea niche audience, and how Hello Skateboards relationship with the niche consumer.

Kata Kunci : Komunikasi Pemasaran