Strategi Integrated Marketing Communication (IMC) PT Semen Indonesia (Persero) Tbk dalam melakukan usaha rebranding (Studi Kasus mengenai Strategi serta Kampanye Rebranding Semen Indonesia)

SRI MONA NURHASTUTI, Muhammad Sulhan, SIP, M.Si

2014 | Skripsi | Ilmu Komunikasi

PT Semen Indonesia (Persero), Tbk merupakan perusahaan semen BUMN terbesar di Indonesia yang terbentuk atas penggabungan empat perusahaan semen, yaitu Semen Gresik,Semen Padang, Semen Tonasa serta Semen Thang Long Vietnam. Dengan adanya restrukturisasi korporasi, maka Semen Indonesia melakukan usaha rebranding seiring dengan perubahan identitas perusahaan. Salah satu hal yang sangat penting dalam proses rebranding adalah penyampaian informasi mengenai perubahan identitas perusahaan terhadap masyarakat secara luas untuk menjaga brand loyalty. Usaha tersebut dapat dilakukan melalui integrated marketing communication (IMC) yang efektif, maka dalam penelitian ini penulis mencari tahu mengenai strategi serta implementasi kampanye yang dilakukan oleh Semen Indonesia dalam melakukan usaha rebranding. Penulis melakukan studi kasus dengan menggunakan metode deskriptif kualitatif untuk menjelaskan secara rinci mengenai strategi IMC serta implementasi kampanye rebranding Semen Indonesia melalui observasi di lapangan, wawancara dan pengumpulan dokumen. Melalui penelitian ini, ditemukan bahwa strategi IMC yang dilakukan Semen Indonesia setelah rebranding memiliki perbedaan yang cukup signifikan dibanding dengan strategi perusahaan terdahulu. Pasca rebranding, Semen Indonesia ingin menampilkan karakter brand essence baru yang nasionalis, elegan dan kokoh. Hal tersebut tentu turut mengubah positioning, differentiation, tone and manner, serta brand identity perusahaan. Sedangkan targeting dan segmentation tidak banyak mengalami perubahan, kecuali demografi target market yang meluas ke pasar Asean. Strategi IMC rebranding tersebut diimplementasikan dalam saluran serta program kampanye komunikasi pemasaran terpadu yang meliputi advertising, sales promotion, event and experiences, public relation and publicity, direct marketing, word-of-mouth marketing, serta online marketing. Di sisi lain, personal selling dan interactive marketing tidak begitu digencarkan karena sifatnya yang kurang masif.

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.

Kata Kunci : integrated marketing communication, rebranding, Semen Indonesia