STRATEGI PENANGANAN ISU BLACK CAMPAIGN PEMANIS DAN PENGAWET BUATAN PADA PRODUK MINUMAN (OKKY JELLY DRINK) PT. GARUDAFOOD PUTRA PUTRI JAYA

WIJAYA, HANI (2009) STRATEGI PENANGANAN ISU BLACK CAMPAIGN PEMANIS DAN PENGAWET BUATAN PADA PRODUK MINUMAN (OKKY JELLY DRINK) PT. GARUDAFOOD PUTRA PUTRI JAYA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT GarudaFood Putra Putri Jaya is a Indonesian local company that produces various food and beverages product with brand such as Kacang Garuda, Biscuit Gery, Okky. Related with sales perfomance, there was several marketing barriers not from the product factor itself but from the marketing environment condition such as negative issue called black campaign that giving decreasing impact with sales achievement. Okky Jelly Drink is often exposed in several back campaign issue about synthetic sweeteners. The first emerged in 2007 has causes a decrease about 41,3% achievement of sales, approximately US$ 5 billion for issues counter and recovery cost. By creating a strategic scenario for handling black campaign issue of synthetic sweetener based on channel of issues approach, stakeholders involved, and the person in charge by escalation level and the movement of issues. Others strategic scenario are effectively communication with the customers and media to figure out the fact finding how the product was processed, also to hence the quality of relationship with medias. For the analysis purpose, Author use descriptive analysis through publicity documentation and depth interviews. Key words : black campaign, synthetic sweeteners, strategic scenario

Item Type: Thesis (S1)
Call Number: STI/16/10/027
NIM/NIDN Creators: 41607120036
Uncontrolled Keywords: PROSES PRODUKSI
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Admin Perpus UMB
Date Deposited: 08 Apr 2010 11:56
Last Modified: 07 May 2025 03:55
URI: http://repository.mercubuana.ac.id/id/eprint/22897

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