Strategi Integrated Marketing Communication(IMC) PT. Semen Indonesia (Persero) Tbk dalam Melakukan Usaha Rebranding:(Studi kasus Mengenai Strategi serta Kampanye Rebranding Semen Indonesia).

NURHASTUTI, Sri Mona, Muhammad Sulham

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT PT Semen Indonesia (Persero), Tbk is the biggest cement company belongs to the government (BUMN) in Indonesia, this company is the merger of four companies, those are Semen Gresik, Semen Padang, Semen Tonasa and Semen Thang Long Vietnam. With the corporation restructuring, Semen Indonesia doing rebranding along with the changes of company identity. One of the most important things on rebranding process is the information about the change of company identity toward the people to keep the brand loyalty. The effort can be done through with effective Integrated Marketing Communication (IMC), so in this research the writer figures out the strategy and campaign implementation that is done by Semen Indonesia for the rebranding. The research is done by doing qualitative descriptive method in order to explain the IMC strategy and rebranding campaign of Semen Indonesia through observation, interview, and data collection. By this research, found that IMC strategy after Semen Indonesia did the rebranding, there was been significant difference result compared to the previous corporate strategy. After rebranding, Semen Indonesia want to shown the character of new brand essence that nationalist, elegant, and strong. Those things also changed the positioning, differentiation, tone and manner, and also company brand identity. On the other hand, targeting and segmentation did not have significant change, except the target market demography that widespread in ASEAN. Rebranding of IMC strategy was shown in communication campaign program such as advertisement,sales promotion, event and experience, public relation and publicity, direct marketing, word-of-mouth marketing, and also online marketing. Personal selling and interactive marketing was not fully implemented because the characters were not massive. Key words : integrated marketing communication, rebranding, PT Semen Indonesia

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