PENGUATAN KEMBALI BRAND EQUITY TOA MELALUI PENERAPAN INTEGRATED MARKETING COMMUNICATION PT TOA GALVA PRIMA KARYA KANTOR PERWAKILAN SEMARANG

Mutiarasari, Maya Christina (2018) PENGUATAN KEMBALI BRAND EQUITY TOA MELALUI PENERAPAN INTEGRATED MARKETING COMMUNICATION PT TOA GALVA PRIMA KARYA KANTOR PERWAKILAN SEMARANG. Other thesis, Unika Soegijapranata Semarang.

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Abstract

Most of Indonesian people had often referred to loudspeaker as "TOA". Not many people were aware that TOA was a Japanese company brand that was engaged in sound system. This phenomenon was a testament to the success of TOA Company in forming and cultivation brand equity to its products. So that consumers paid special attention and always identified TOA as a loudspeaker, especially for horn speakers. The tight competition of this industry had caused generalization influence in public society. TOA had became a generic brand of horn speaker products. This was certainly detrimental to the TOA due to falling sales value. Therefore, companies needed to establish an appropriate and more integrated marketing communication strategy, as an effort to reinforce TOA brand equity. This was related to the research question about how to reinforce efforts TOA brand equity through the implementation of Integrated Marketing Communication (IMC) run by PT TOA Galva Prima Karya KP Semarang. This research used qualitative descriptive method, with case study research type. Technique of collecting data was done through primary data in the form of observation and interview, and had been supported by secondary data in the form of literature review, and documentation. The five resource persons were involved in this research such as branch manager and marketing staff of PT TOA Galva Prima Karya KP Semarang, and three company used TOA.

Item Type: Thesis (Other)
Subjects: > 650 Management > 658 Management > Marketing Management
Divisions: Faculty of Law and Communication > Department of Communication Science
Depositing User: Mr Lucius Oentoeng
Date Deposited: 05 Jul 2018 08:32
Last Modified: 05 Jul 2018 08:32
URI: http://repository.unika.ac.id/id/eprint/16582

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