Perencaraan Strategis dalam Komunikasi Pemasaran:(Studi kasus Praktik Strategic dalam Upaya Rebranding Snickres Chocolate Bar

Damar Panji Wijaya, Pulung Setiosuci Perbawani

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT In this modern era, the brand’s success on marketing communication is influenced by numerous factors, especially for the campaign held on international level. Every consumers have their own values that affect how they interpret the message. It’s not surprising there are brands who apply various different approachs and strategies according to the market in particulars countries. The ability to adapt to market environment becomes crucial need that have to be fulfilled in order to be a successful brand. Snickers is a global brand that has expanded its business into wide-scale of markets around the world. Snickers has embraced their success as market leader in confectionary category on international level. Although they are successful in most of their targeted countries, there is a significant anomaly in Indonesia. In last few years, Snickers is still behind many Indonesian brand that came earlier. To overcome this problem, Snickers has selected BBDO Indonesia as advertising agency obliged to construct new marketing communication campaign. The research’s purpose is to explain about how BBDO Indonesia perform strategic planning for new marketing communication campaign in order to rebrand Snickers chocolate bar using case study methods. In the end, the researcher wants to explain the steps in strategic planning in details and its relationship with other processes during campaign building in the agency. Keywords: marketing communication, strategic planning, rebranding, advertising.

Kata Kunci : Komunikasi Pemasaran