UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
PROGRAM STUDI ILMU KOMUNIKASI
Susilawati
0840411236
STRATEGI KAMPANYE SEPATU KEEVE DALAM MEMBANGUN
BRAND POSITIONING SEBAGAI SEPATU PENAMBAH TINGGI BAGI
PRIA
(xiv + 62 halaman + 9 gambar + 3 bagan) + daftar pustaka (26 buku, 3 media
online, dan 3 website) + 17 lampiran
==========================================================
ABSTRAK
Latar Belakang Sepatu Keeve mengkomunikasikan benefit sebagai sepatu
penambah tinggi tidak hanya dilakukan melalui iklan tetapi juga didukung dengan
kualitas produk dan strategi kampanyenya. Hal ini menjadi landasan ketertarikan
untuk melakukan penelitian tentang strategi kampanye Keeve dalam membangun
brand positioning sebagai sepatu penambah tinggi. Tujuan Penelitian Untuk
mengetahui strategi kampanye sepatu Keeve dalam membangun brand
positioning sebagai sepatu penambah tinggi bagi pria. Kajian Teoritis tentang
komunikasi, periklanan, strategi kampanye, proses perencanaan strategi
kampanye, komponen kampanye, perencanaan kreatif dan media, brand
positioning, serta komunikasi pemasaran di mana teori tersebut dikaitkan dengan
hasil penelitian. Metode Penelitian menggunakan paradigma interpretatif
deskriptif bersfiat kualitatif. Pengumpulan data melalui wawancara kepada vice
president dan business development manager PT Keeve Indonesia sebagai
pembuat kebijakan strategi kampanye, konsumen sebagai informan, serta
observasi pada store sepatu Keeve. Keabsahan data diuji dengan teknik triangulasi
data dan teori di mana data yang diperoleh diklasifikasi, direduksi, dan
disimpulkan. Hasil Penelitian strategi kampanye yang dilakukan Keeve
mengkomunikasikan benefit produk melalui konsep pesan rasional sesuai tema
promo serta konsep kreatif yang sederhana dan elegan. Perencanaan jadwal
strategi kampanye dibuat dengan tahap peluncuran, keberlanjutan, namun belum
ada jadwal akhir kampanye. Media yang digunakan sebagian besar lini bawah
melalui aktivitas promosi penjualan dan pameran, sedangkan media lini atas
hanya menggunakan internet. Brand positioning telah terbangun di benak
konsumen bahwa Keeve dipersepsi sebagai sepatu penambah tinggi. Kesimpulan
Strategi kampanye dengan membuat strategi komunikasi melalui penentuan
pesan, penjadwalan kampanye, dan penggunaan media. Saran Keeve sebaiknya
meningkatkan strategi kampanye periklanan yang bertujuan mempertahankan
brand positioning untuk mendapatkan brand loyality konsumen melalui jadwal
yang terencana sehingga lebih fokus dalam mencapai tujuan.
Kata kunci: Strategi Kampanye, Periklanan, Bauran Promosi, Posisi Merek,
Komunikasi Pemasaran.
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UNIVERSITY OF PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
FACULTY OF POLITIC AND SOCIAL SCIENCE
COMMUNICATION STUDY PROGRAM
Susilawati
0840411236
CAMPAIGN STRATEGY OF KEEVE SHOES IN BUILDING BRAND
POSITIONING AS HEIGHT INCREASING SHOES FOR MAN
(xiv + 62 pages + 9 pictures + 3 charts) + bibliographies (26 books, 3 online
media, and 3 website) + 17 enclosers
==========================================================
ABSTRACT
Background Keeve shoes communicate the benefit of the product as a height
increasing shoes not only through advertising but also backed by quality products
and campaign strategies are used. This became the focus of interest to conduct
research on campaign strategy in building Keeve shoe’s brand positioning as
height increasing shoes. Research Objectives To determine Keeve shoes
campaign strategy in building the brand positioning as height increasing shoes.
Theoretical studies on communication, advertising, campaign strategy, campaign
strategy planning process, components of the campaign, creative and media
planning, brand positioning and marketing communications in which those
theories associated with the research results. Research Methods The study uses
descriptive interpretative paradigm with qualitative methods. Collecting data
through interviews with vice president and business development manager Keeve
Indonesia as policy makers of campaign strategy, and consumer as informant,
than observations on the store Keeve. The data obtained were processed through a
triangulation technique to classify, reduce, and concluded the data. Research
carried out a campaign strategy Keeve is highlight to communicate the product
benefits through the concept of messages appropriate to the theme of the promo as
well as the creative concept is simple and elegant. Schedule planning stages of the
campaign strategy was made on the terms of the launch, the sustainability, but
there is no end of the campaign. The medium used mostly below the line through
sales promotion activities and exhibitions, while the above the line media use only
the Internet. Brand positioning has been built in the minds of consumers that
Keeve perceived as height increasing shoes. Conclusion Campaign strategy by
creating a communication strategy through the determination of the message,
campaign scheduling, and media usage. Suggestions Keeve should increase
campaign strategy aimed at maintaining brand positioning to get a brand loyalty
of consumers through a planned schedule that is more focused to achieve goals.
Keywords: Campaign Strategy, Advertising, Promotion Mix, Brand Positioning,
Marketing Communication.
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