Perancangan Media Promosi Produk Teh Walini Organik PT Perkebunan Nusantara VIII

Kusuma, Hardian Chandra (2010) Perancangan Media Promosi Produk Teh Walini Organik PT Perkebunan Nusantara VIII. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sekitar satu dekade silam, tren gaya hidup organik mulai dikenal di Indonesia. Seiring dengan peningkatan pendapatan, pendidikan, serta wawasan beberapa kalangan masyarakat Indonesia, mulailah berkembang pangsa pasar produk organik di tanah air. Keragaman produk organik juga telah meramaikan pasar industri di Indonesia, mulai dari buah, sayur, hingga beras organik sudah mulai dikembangkan karena naiknya permintaan pasar di tanah air. PTPN VIII sebagai produsen teh terbesar di Nusantara pun turut serta dalam mengembangkan produk tehnya. Teh Walini Organik merupakan teh organik yang berhasil dikembangkan oleh PTPN VIII yang telah diperkenalkan di Jawa Barat sejak tahun 2003 dan memenuhi standar Sustainable Agriculture (Rainforest Alliance dan UTZ Certificate), yaitu sertifikasi standar pertanian organik internasional. Banyaknya produk teh yang ditawarkan oleh produsen pesaing mengharuskan PTPN VIII jeli dalam melakukan kegiatan promosi agar tujuan perusahaan dapat tercapai, apalagi pada tahun 2009 PTPN VIII memiliki agenda untuk memperluas pangsa pasarnya secara nasional dengan meningkatkan kinerja industri hilirnya hingga dua kali lipat. Oleh karena itu, PTPN VIII membutuhkan media promosi yang dapat menjangkau dan diterima oleh target audiensnya secara nasional. Perancangan media promosi produk Teh Walini Organik PT Perkebunan Nusantara ini bertujuan untuk memperkenalkan Teh Walini Organik kepada target audiensnya secara nasional sehingga masyarakat mengetahui keberadaan produk tersebut. Metode awal yang dilakukan adalah mengukur pemahaman dan persepsi masyarakat mengenai makanan dan teh organik. Dan dapat disimpulkan bahwa bentuk promosi Teh Walini Organik masih dalam tahap perkenalan, sehingga masih perlu dikomunikasikan manfaat dan keunggulan teh organik kepada masyarakat. Wujud dari perancangan ini berupa iklan televisi yang dapat menjangkau masyarakat secara nasional, kelengkapan sales promotion, dan packaging Teh Walini Organik sebagai media utama dalam strategi promosi Teh Walini Organik. Selain itu, ditambah dengan iklan majalah dan advertorial koran sebagai media pendukung yang saling menunjang satu sama lain sesuai dengan konsep keyword "kesegaran yang menghangatkan", dalam gaya grafis secara keseluruhan.
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About a decade ago, the organic lifestyle trend became known in Indonesia. Along with the increase in income, education, and insight among some of the people of Indonesia, the organic produce market in the country began growing. The diversity of organic products has also been brisk in the industrial market in Indonesia, from fruits and vegetables to organic rice that has started to be developed due to increasing market demand in the country. PTPN VIII, as the largest tea producer in the archipelago, had participated in the development of tea products. Walini Organic Tea is an organic tea successfully developed by PTPN VIII, which has been introduced in West Java since 2003 and meets the standards of Sustainable Agriculture (Rainforest Alliance and UTZ Certificate), a certification of international organic farming standards. The number of tea products offered by competing manufacturers requires PTPN VIII to carefully conduct promotional activities so the corporate goals can be achieved, especially in 2009, when PTPN VIII had an agenda to expand its market share nationally by improving the performance of its downstream industries twofold. Therefore, PTPN VIII requires a promotional media campaign to reach and be accepted by its target audience nationally. Drafting the Media Promotion of Walini Organic Tea Products by PT Perkebunan Nusantara VIII aims to introduce Walini Organic Tea to its national target audience so that people know the existence of these products. The initial method is to measure the understanding and perception of organic food and tea. And it can be concluded that the promotion of Walini Organic Tea is still in the introduction stage, so it still needs to communicate the benefits of organic tea to the public. The realization of this design is in the form of television advertising that can reach communities nationwide, sales promotion materials, and packaging for Walini Organic Tea as the main media in the promotional strategy for Walini Organic Tea. Also added are magazine advertisements and newspaper advertorials as supporting media that mutually support each other in accordance with the keyword concept "Kesegaran yang Menghangatkan", in the overall graphic style.

Item Type:	Thesis (Other)
Additional Information:	RSDP 659.1 Cha p
Uncontrolled Keywords:	Media Promosi, Organik, Kesegaran, Menghangatkan, Promotion Media, Organic, Freshness, Warming up.
Subjects:	H Social Sciences > HF Commerce > HF5843 Outdoor advertising. Billboards. Posters
Divisions:	Faculty of Architecture, Design, and Planning > Industrial Product Design > 90231-(S1) Undergraduate Thesis
Depositing User:	magang .
Date Deposited:	21 Oct 2026 08:32
Last Modified:	21 Oct 2026 08:32
URI:	http://repository.its.ac.id/id/eprint/145771

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