KUSUMAZANI, DANANG (2014) Perancangan Media Komunikasi sebagai Brand Extension MiuLan Hijab untuk Menambah Segmen Pasar Baru. Skripsi, Fakultas Ilmu Komputer.
Abstract
Miulan hijab is the one of jilbab producer for moeslim both adults and teenagers. Our market strategy will have been done are to arrange and organize the media either Brand Extension it communicatively and creatively to the audience-target. So it is really efficient in terms of introducing a brand new product to the new segment market. Brand Extension is an activity in changing of brand position to brand new position without leaving an original position before,or it could be said by adding the brand position that it was. All the things should be done because of several factors like a reaction upon a contender's new position, reach new market, up to date to a new style and trend at that time, change an offering value. Re-positioning is happening based on a market offering to provide jilbab especially for children, it is starting point where miulan releases children's jilbab. It also arranges media of communication as element to blow the product up to the children through their mom. Publishing a product to the children at any reason to use a closer even an emotional relation between mother and daughter as a visual creativity on a primary media throughout a website banner and digital catalog, supporting media as well like flyer, printed catalog, sticker, pin and x-banner.
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