LISTIYANTO, DONY SETYO (2019) STRATEGI KOMUNIKASI PEMASARAN PADA RE-BRANDING BAWANG GORENG KEMASAN BANGOR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Shallots (Allium cepa var. Ascalonicium L.) is a raw material of fried onions which are usually used as a complement to food . The taste is typical to make fried onions often eaten directly. UD Bawang Goreng Barokah as the producer of packaged fried onions whose product name is Bangor wants to change the communication of the product which was previously only seen as a complement to food, wants to turn into snacks which is targeting the millennial consumers. Therefore it is necessary to design a creative communication strategy in the re-branding process of Bangor fried onions, to introduce a new visual identity both logo and packaging. Designing a rebranding creative strategy for Bangor fried onions by maximizing Instagram's social media activities. At this step an added value is created for a product, both in the form of product excellence as well as image and symbolic meaning. The design of new identities and social media campaign activities on Instagram is expected to be effective and able to increase brand awareness in consumers. Keywords: Re-Branding, Logo, Packaged, Instagram Bawang merah (Allium cepa var. Ascalonicium L.) adalah bahan baku bawang goreng yang olahannya biasa dijadikan pelengkap makanan. Rasanya yang khas menjadikan bawang goreng kerap disantap langsung. UD Bawang Goreng Barokah selaku produsen bawang goreng kemasan yang produknya benama Bangor ingin merubah komunikasi produk tersebut yang sebelumnya hanya dipandang sebagi pelengkap makanan, ingin merubah menjadi makanan ringan atau cemilan yang menyasar kaum milenial. Oleh Karena itu perlu dibuat suatu perancangan strategi komunikasi kreatif pada proses re-branding bawang goreng kemasan bangor, untuk memperkenalkan identitas visual yang baru baik logo maupun kemasan. Perancangan strategi kreatif re-branding bawang goreng kemasan Bangor dengan memaksimalkan aktivitas sosial media instagram. Pada tahap ini diciptakan sebuah nilai tambah atas suatu produk, baik berupa keunggulan produk maupun citra dan makna simbolis. Perancangan identitas baru dan aktivitas kampanye disosial media instagram diharapkan dapat berjalan efektif serta mampu meningkatkan kesadaran merek pada konsumen. Kata kunci: Re-Branding, Logo, Kemasan, Instagram
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