CHIQUITA Y., ALICE PATRICIA (2014) Perancangan Komunikasi Pemasaran untuk Memperluas Pasar Produk Kaos Asli Semarang. Skripsi, Fakultas Ilmu Komputer.
Abstract
Kaos Asli Semarang (KAS) is a Semarang souvenir manufacturer that produces t-shirts for people between the ages of 16-35 years old. The purpose of this campaign is to produce a marketing communication plan to expand KAS�s product market in Semarang City. Although KAS�s product has been sold online since 2012, their store in Semarang is new and has been open since January 2014. There are a lot of souvenir manufacturers in Semarang. In order to not fall behind in their rivals, especially those who produce t-shirts, KAS must strengthen the image of their product and highlight the benefits of their product in comparison to their competition to attract their target audience�s interest. This marketing communication design was made based on a SWOT analysis combined with the result of target market segmentation in order to produce a proper design that�s effective and efficient, to improve the target audience�s desire and interest in KAS�s product. The media chosen for this campaign is combination of above the line media, which is a paid Facebook ad, and below the line media, which includes a poster, flyer, Facebook banner, discount sign, calendar, and tote bag. With the combination of posters and flyers as the primary media for advertisement, KAS will be able to communicate the product's benefits and attract buyers so that it can expand their market in Semarang City.
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