ADYATMA, MUHAMMAD RAFI (2024) ANALISIS STRATEGI PROMOSI VINDES SPORT DALAM MEMBANGUN BRAND IMAGE (STUDI KASUS PADA EVENT "TIBA TIBA TENIS"). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The promotion employed by a company serves as a marketing function focused on persuasively communicating marketing programs to the target audience. The theoretical study explores the concepts of brand, brand activation, promotion strategies, and brand image. According to Kotler, a brand is the identity of the maker or seller through a name, sign, or design. Promotion strategies involve a mix of promotions such as events, publicity, online marketing, and direct marketing activation. The focus on brand image includes the strength and uniqueness of the brand. In "Tiba Tiba Tenis" by Vindes Sport, brand uniqueness is evident as a distinguishing factor through product attributes that create a unique and different impression. Vindes Sport has a strategic approach to maximize online marketing. They have a well-prepared promotion strategy from pre-event to post-event, starting with teasers that capture attention, signaling their intention to organize a new event, specifically "Tiba Tiba Tenis." Vindes' ability to create a sense of FOMO (Fear of Missing Out) in the community through intense promotion and collaborations with celebrities like Raffi Ahmad is a strength they possess. Vindes already has their own "guidelines" in organizing events like this. Keywords: Vindes Sport, Tiba Tiba Tenis, brand image, promotion strategy Promosi yang digunakan oleh suatu perusahaan merupakan fungsi pemasaran yang fokus untuk mengkomunikasikan program-program pemasaran secara persuasif kepada target audience. Kajian teoritis mengeksplorasi konsep brand, brand activation, strategi promosi, dan brand image. Brand, menurut Kotler, adalah identitas pembuat atau penjual melalui nama, tanda, atau desain. Strategi promosi melibatkan bauran promosi seperti event, publicity, online marketing, dan direct marketing activation. Fokus pada brand image mencakup kekuatan dan keunikan merek. Dalam "Tiba Tiba Tenis" oleh Vindes Sport, brand uniqueness terlihat sebagai pembeda melalui atribut produk yang memberikan kesan unik dan berbeda. Journey yang dipunyai Vindes, dalam memaksimalkan online marketing. Vindes memiliki strategi promosi yang disiapkan dari pre-event sampai post-event. Dimulai dengan teaser yang membuka agar semua mata tertuju pada Vindes, bahwa mereka ingin menyelenggarakan event baru, dalam hal ini “Tiba Tiba Tenis”. Kemampuan Vindes untuk menciptakan rasa FOMO (Fear of Missing Out) di masyarakat melalui promosi yang intens dan kolaborasi dengan tokoh terkenal, seperti Raffi Ahmad, menjadi kekuatan yang mereka miliki. Vindes sudah memiliki “pakem” mereka dalam menyelenggarakan event seperti ini. Kata Kunci: Vindes Sport, Tiba Tiba Tenis, citra merek, strategi promosi
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