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Silverqueen Let's Santai

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Silverqueen Let's Santai UNIVERSITAS INDONESIA PROGRAM PERENCANAAN KOMUNIKASI PEMASARAN TERPADU “SILVERQUEEN LET’S SANTAI” 2012 TUGAS KARYA AKHIR ANNISA AYUNINGTYAS 0806463006 PROGRAM SARJANA PROGRAM STUDI ILMU KOMUNIKASI KEKHUSUSAN PERIKLANAN DEPOK JANUARI 2012 Program perencanaan..., Annisa Ayuningtyas, FISIP UI, 2012 UNIVERSITAS INDONESIA PROGRAM PERENCANAAN KOMUNIKASI PEMASARAN TERPADU “SILVERQUEEN LET’S SANTAI” 2012 TUGAS KARYA AKHIR Diajukan sebagai salah satu syarat untuk memperoleh gelar Sarjana Sosial ANNISA AYUNINGTYAS 0806463006 PROGRAM SARJANA PROGRAM STUDI ILMU KOMUNIKASI KEKHUSUSAN PERIKLANAN DEPOK JANUARI 2012 ii Universitas Indonesia Program perencanaan..., Annisa Ayuningtyas, FISIP UI, 2012 HALAMAN PERNYATAAN ORISINALITAS Tugas Karya Akhir ini adalah hasil karya saya sendiri, dan semua sumber baik yang dikutip maupun dirujuk telah saya nyatakan dengan benar. Nama : Annisa Ayuningtyas NPM : 0806463006 Tanda Tangan : Tanggal : 6 Januari 2012 iii Universitas Indonesia Program perencanaan..., Annisa Ayuningtyas, FISIP UI, 2012 HALAMAN PENGESAHAN Tugas Karya Akhir ini diajukan oleh : Nama : Annisa Ayuningtyas NPM : 0806463006 Program Studi : Periklanan S1 Reguler Judul Tugas Karya Akhir : Program Perencanaan Komunikasi Pemasaran Terpadu “SilverQueen Let‟s Santai” 2012 Telah berhasil dipertahankan di hadapan Dewan Penguji dan diterima sebagai bagian persyaratan yang diperlukan untuk memperoleh gelar Sarjana Sosial pada Program Studi Periklanan S1 Reguler Departemen Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia. DEWAN PENGUJI Pembimbing : Drs. Hari Radiawan, M.A (...............................) Penguji : Nadia M. Andayani, S.Sos, M.A (...............................) Ketua Sidang : R. Helmi Qodrat Ichtiat, S.Sos, M.Si (...............................) Ditetapkan di : Depok Tanggal : 6 Januari 2012 iv Universitas Indonesia Program perencanaan..., Annisa Ayuningtyas, FISIP UI, 2012 KATA PENGANTAR/UCAPAN TERIMA KASIH „Tuhan bersama mahasiswa tingkat akhir‟. Istilah berikut begitu populer di kalangan mahasiswa yang mengejar gelar sarjana dan kelulusan. Istilah tersebut pula menemani dan menguatkan saya dalam menyelesaikan Tugas Karya Akhir ini. Serangkaian kisah panjang dalam proses pembuatan Tugas Karya Akhir ini tentunya tidak lepas dari peran-peran berbagai pihak dalam hidup saya. Untuk itu, secara tulus saya ingin mendedikasikan halaman ini kepada: 1. Drs. Hari Radiawan, M.A, selaku dosen sekaligus pembimbing saya. Terima kasih untuk bimbingan dan arahan selama ini. Tanpa peranan beliau, Tugas Karya Akhir ini tidak akan mungkin terselesaikan dengan baik. 2. Mas Decky. Terima kasih telah membukakan peluang dalam kehidupan saya dengan mengenalkan saya pada lingkungan kerja yang sesungguhnya, serta mempertemukan saya dengan orang-orang yang luar biasa. 3. Ibu Karen, Ibu Tata, Mbak Fanny, Mbak Widya, Kak Yos, Mas Abi serta rekan-rekan Interact Carlson lainnya. Terima kasih telah memberikan saya pengalaman yang berharga. Interact Carlson bukan hanya merupakan tempat magang yg mendatangkan inspirasi saya menulis TKA, melainkan juga merupakan tempat kerja yang akan selalu saya rindukan. 4. Mama dan Papa yang selalu menyertai perjalanan panjang hidup saya, tak hentinya memberikan dukungan dan doa. Membahagiakan Mama dan Papa merupakan tujuan hidup saya yang utama. 5. Diyang Sekar Kaniashari; adik tersayang, sahabat serta teman berdebat yang setia. Saya berjanji untuk selalu ada di sisimu dan beranjak dewasa bersamamu. 6. Giwangkara Ricky Perdana. Tidak pernah sekalipun saya menyesal mengenal dirimu dan mengatakan „Ya‟ padamu untuk menjadi bagian hidup saya. Terima kasih telah mendampingi saya dalam suka dan duka selama ini. Saya sangat beruntung memilikimu. v Universitas Indonesia Program perencanaan..., Annisa Ayuningtyas, FISIP UI, 2012 7. Fitri Mardiana dan Meilany Samsi untuk percakapan-percakapan penuh makna, Faizal Rahman Hakim untuk bantuan eksekusinya, serta saudara- saudara Bunayya yang tidak mungkin dituliskan semuanya. Terima kasih telah memberikan gelak tawa dan petualangan yang luar biasa. Kalian dengan sangat indah mewarnai tahun-tahun kehidupan saya sebagai mahasiswa. Kalianlah representasi nyata dari „Buku, Pesta, Cinta‟. 8. Teman-teman „KOM 08‟, terutama anak-anak IKLAN 08‟. Teman seperjuangan ku, April, Riry, Ethen, Fika, Ices, Biska dan lain-lain. Terima kasih atas tahun-tahun perkuliahan yang tidak dapat dideskripsikan dengan kata-kata. Begitu banyak rasa dan asa dalam kebersamaan kita. 9. Mas Gugi dan pihak sekretariat Komunikasi UI yang selalu siap membantu dalam menangani masalah jadwal perkuliahan, mengurus surat-surat, serta menjawab pertanyaan-pertanyaan administrasi akademis lainnya. Saya akan selalu mengingant senyuman ramah yang tak lelah menanggapi keluh kesah mahasiswa. 10. Pihak-pihak yang membantu pembuatan TKA ini. Begitu banyak sehingga tidak dapat saya sebutkan satu per satu sebab terbatasnya halaman serta ingatan. 11. Siapapun yang sedang meluangkan waktu membaca halaman ini. Terima kasih dari lubuk hati terdalam. Akhir kata, saya harap Tugas Karya Akhir ini dapat bermanfaat bagi orang-orang yang membacanya. Begitu pula dengan seluruh ilmu dan pengalaman yang saya peroleh selama menjalani masa studi di kampus tercinta. Vivat academia! Vivant professores! Vivat membrum quodlibet; Vivant membra quaelibet; Semper sint in flore. Depok, Januari 2012 Penulis vi Universitas Indonesia Program perencanaan..., Annisa Ayuningtyas, FISIP UI, 2012 HALAMAN PERSETUJUAN PUBLIKASI TUGAS AKHIR UNTUK KEPENTINGAN AKADEMIS Sebagai sivitas akademik Universitas Indonesia, saya yang bertanda tangan di bawah ini: Nama : Annisa Ayuningtyas NPM : 0806463006 Program Studi : Periklanan S1 Reguler Departemen : Ilmu Komunikasi Fakultas : Ilmu Sosial dan Ilmu Politik Jenis Karya : Tugas Karya Akhir demi pengembangan ilmu pengetahuan, menyetujui untuk memberikan kepada Universitas Indonesia, Hak Bebas Royalti Noneksklusif (Non-exclusive Royalty-Free Right) atas karya ilmiah saya yang berjudul: Program Perencanaan Komunikasi Pemasaran Terpadu “SilverQueen Let’s Santai” 2012 beserta perangkat yang ada (jika diperlukan). Dengan Hak Bebas Royalti Noneksklusif ini Universitas Indonesia berhak menyimpan, mengalihmedia/format-kan, mengelola dalam bentuk pangkalan data (database), merawat, dan mempublikasikan nama saya sebagai penulis/pencipta dan sebagai pemilik Hak Cipta. Demikian pernyataan ini saya buat dengan sebenarnya. Dibuat di : Depok Pada tanggal : 6 Januari 2012 Yang menyatakan, (Annisa Ayuningtyas) vii Universitas Indonesia Program perencanaan..., Annisa Ayuningtyas, FISIP UI, 2012 RANGKUMAN EKSEKUTIF Nama : Annisa Ayuningtyas NPM : 0806463006 Program Studi : Periklanan Judul : Program Perencanaan Komunikasi Pemasaran Terpadu “SilverQueen Let‟s Santai” 2012 Sejak tahun 1956, SilverQueen telah merambah pasar panganan cokelat di Indonesia. Brand lokal ini secara rutin meluncurkan inovasi-inovasi pada produknya dan melahirkan varian-varian baru. Ekuitas brand-nya dapat dibilang cukup tinggi pada target khalayaknya. Sebagaimana berkompetisi dalam pasar yang dinamis dan persaingan yang ketat, SilverQueen membutuhkan perencanaan strategi komunikasi pemasaran yang sesuai sehingga dapat mempertahankan posisinya sebagai market leader. Berdasarkan data pasar, diperoleh fakta bahwa SilverQueen telah mencapai tingkat awareness. Namun, belum berhasil memenangkan preferensi target khalayak. SilverQueen yang baru saja meluncurkan website sebagai media pemasaran online juga bermaksud menciptakan awareness terhadap brand pada dunia maya. Solusi dari permasalahan ini adalah melalui serangkaian kampanye SilverQueen yang mengusung tema besar “SilverQueen Let‟s Santai”. Ide besar tersebut lahir dari insight bahwa SilverQueen merupakan mood booster bagi target khalayak. Identitas „Santai Belum Lengkap Tanpa SilverQueen‟ yang kuat kemudian diangkat sebagai tagline dari kampanye. Kampanye ini memiliki tujuan, antara lain: (1) menciptakan awareness terhadap website, (2) menciptakan liking dan preference target khalayak terhadap brand SilverQueen, dan (3) menciptakan buying intention yang terus-menerus. Kampanye akan berlangsung dalam 3 tahap dengan keseluruhan biaya kampanye sebesar Rp 22.900.821.064,- selama satu tahun. Kata kunci : Periklanan, SilverQueen, Pemasaran, Cokelat, Website viii Universitas Indonesia Program perencanaan..., Annisa Ayuningtyas, FISIP UI, 2012 EXECUTIVE SUMMARY Name : Annisa Ayuningtyas NPM : 0806463006 Study Program : Periklanan Title : Integrated Marketing Communication Planning “SilverQueen Let‟s Santai” 2012 Since 1956, SilverQueen has been adjusting its position in Indonesia confectionery market. This local brand routinely develops inovations to its products and launches new variants. The brand equity is high among its target audience. As a competing brand in dynamic market, SilverQueen needs an integrated marketing communication strategy planning to be able to maintain its position as a market leader. According to the collected data, SilverQueen has successfully reached awareness level. But the brand has not reached preference level of the target audience. Plus, SilverQueen has just launched its new website as an online marketing tool of which awareness needs to be built. The solution of these problems is a fully-integrated SilverQueen marketing communication campaign which brings up „SilverQueen Let‟s Santai‟ as its big theme. The big idea comes from the insight that SilverQueen is considered to be a mood booster for its target audience. The brand identity of „Santai Belum Lengkap Tanpa SilverQueen‟
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