Hidayatullah, Wahyu (2016) Perancangan Branding Business To Business Kutt Suka Makmur Untuk Meraih Pangsa Pasar Baru. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
KUTT Suka Makmur adalah perusahaan berbentuk koperasi yang bergerak dalam pengembangan sapi perah yang mempunyai hasil kualitas susu tinggi. KUTT Suka Makmur menyuplai hasil susu mentahnya untuk perusahaan susu ternama di Indonesia namun harga jualnya relatif rendah, sehingga mereka memutuskan untuk menggeser pangsa pasarnya kepada pangsa pasar hotel, restoran, dan katering melalui susu pasteurisasi. Dengan adanya hal tersebut, dibutuhkan adanya strategi branding yang tepat guna meningkatkan daya saing terhadap perusahaan yang telah lebih dulu terjun terhadap calon mitra bisnis. Metode yang dilakukan antara lain melakukan wawancara mendalam, observasi langsung, studi tentang kompetitor dan komparator, serta adapula studi tentang kebutuhan calon mitra bisnis. Hasil dari data yang didapat menghasilkan analisa brand tangibleuntuk menentukan big idea yang nantinya menjadi patokan terhadap strategi brandingbusiness to business KUTT Suka Makmur. Output dari perancangan ini adalah beberapa media yang dapat mendukung strategi branding business to business yang diantaranya Visual Identity, Company Profile, Brosur, Print Ad, Video Profil, dan Website. Beberapa media tersebut memiliki informasi tentang apa yang dibutuhkan oleh pangsa pasar baru KUTT Suka Makmur.
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KUTT Suka Makmur is one of cooperative company who runs into the development of a dairy cow which has the best quality milk. KUTT Suka Makmur has been supplying their own produced raw milk for several well-known milk companies in Indonesia but unfortunately selling it in low price, so that is why they make a plan to change their market strategies in these mentioned scope such as hotel, restaurant, and catering with pasteurized milk. To achieve these goal, it needs a right branding strategy to compete with another former companies who already make a move with the next potential business partners. Some methods to do are doing a deep interview, in field observation, learning about competitor and comparator, there is also a study on the needs of potential business partners. The result from the obtained data will produce tangible brand analysis to determine the big idea that will become the benchmark toward KUTT Suka Makmur’s branding strategy business to business. The output of this design are some media that will support business to business’s branding strategies including Visual Identity, Company Profile, Brochures, Print Ad, Video Profile, and Website. Itwill include all the information about what is needed by the new market of KUTT Suka Makmur.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSDP 069.068 Hid p |
| Uncontrolled Keywords: | Koperasi, Branding, Strategi, Daya saing, Media |
| Subjects: | H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Faculty of Civil Engineering and Planning > Industrial Design Product > (S1) Undergraduate Thesis |
| Depositing User: | Yeni Anita Gonti |
| Date Deposited: | 03 Jul 2020 08:38 |
| Last Modified: | 03 Jul 2020 08:38 |
| URI: | http://repository.its.ac.id/id/eprint/76296 |
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