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Anwar Sani
Program Studi Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : Communication

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IMPLEMENTASI REPOSITIONING L-MEN DALAM KEGIATAN KOMUNIKASI PEMASARAN Nur Ihsan, Mega Farras i; Hafiar, Hanny; Sani, Anwar
Communication Vol 7, No 2 (2016): COMMUNICATION
Publisher : Fakultas Ilmu Komunikasi - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (147.774 KB) | DOI: 10.36080/comm.v7i2.630

Abstract

AbstractThis research purpose is to know the communications strategy of L-Men, the product attributes of L-Men, and the positioning statement of the L-Men product in their repositioning strategy. The method used in this research is descriptive with qualitative data. The subject of this research is individuals involved in the implementation of L-men's repositioning, from the process of planning to implementation. The Data is obtained through passive participant observation, semi-structured interview, and literature. The result of this research shows that L-Men repositioning communication strategy with management L-Men consisted of brand marketing, digital, public relations, customer relations, promotions, and involvements of Perbasi and non-gym athletes as communicator, to bring out the message that L-Men is a product for those who desire ideal and athletic body shape, through media and face to face interaction with audience through events and programs, with target audiences ranging from 17 years old until 35 years old male who partake in healthy lifestyle and the needs of nutrients for the formation of muscle mass and improving sports performance, with the end goals of increasing the product awareness and also the number of sales. The attributes that L-men possessed in its repositioning strategy are packaging design, advertising concept, content marketing, and event. The repositioning as stated by the positioning statement is “Effective Nutrients for Male Ideal and Athletic Body Shape”.Keywords: implementation, repositioning, attributeAbstrakTulisan ini bertujuan untuk mengetahui bagaimana strategi komunikasi yang dilakukan L-Men, bagaimana atribut-atribut produk yang disampaikan L-Men, serta untuk mengetahui bagaimana positioning statement baru yang dimiliki L-Men dalam menerapkan repositioning.Metode penelitian yang digunakan adalah deskriptif dengan jenis data kualitatif. Subjek dalam penelitian mengenai hasil repositioning L-Men ini merupakan individu yang terlibat dalam pelaksanaan repositioning, dari masa perencanaan hingga pelaksanaan. Pengumpulan data diperoleh melalui observasi partisipasi pasif, wawancara semi terstruktur, dan studi pustaka.Hasil penelitian menjelaskan bahwa: Repositioning L-Men merupakan strategi komunikasi yang dilakukan oleh manajemen L-Men sebagai komunikator yang terdiri dari brand marketing, digital, public relations, customer relations, promotions (SPG), serta melibatkan pihak eksternal seperti Perbasi dan atlet-atlet non-gym, dengan pesan yang ingin disampaikan adalah L-Men merupakan produk untuk membentuk tubuh yang ideal dan atletis, melalui media serta berhadapan langsung dengan audiens melalui event dan program, dengan target sasaran pria berusia 17 sampai 35 tahun yang menyukai gaya hidup sehat dan membutuhkan nutrisi untuk pembentukan massa otot dan meningkatkan performa olahraga, dengan efek yang diharapkan adalah meningkatkan awareness produk dan meningkatkan jumlah penjualan. Atribut-atribut yang dimiliki L-Men dalam repositioning adalah desain packaging, konsep iklan, konten marketing, dan event. Repositioning ini dinyatakan dalam positioning statement, yaitu “Nutrisi Efektif untuk Pria Membentuk Tubuh Ideal dan Atletis”.Kata kunci: implementasi, repositioning, atribut
Pelaksanaan Employer Branding PT. Arya Noble Zahra Alifia; Hanny Hafiar; Anwar Sani
Communication Vol 11, No 1 (2020): Communication
Publisher : Fakultas Ilmu Komunikasi - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/comm.v11i1.1007

Abstract

This research entitled “The Implementation of Employer Branding by PT. Arya Noble” is a descriptive study with qualitative data that focuses on knowing the employer branding process carried out by PT. Arya Noble in forming the image “to be an excitement place to grow and creating values”. This study aims to discover how is (1) the employer value proposition is developed by PT. Arya Noble, (2) the external marketing stage of the employer brand conducted by PT. Arya Noble, (3) the internal marketing stage of the employer brand conducted by PT. Arya Noble. This research used positivism paradigm with descriptive qialitative methode. Data collection techniques used include moderate participative observation, in-depth interviews, and literature study. The data validity technique uses source triangulation. The results of this research revealed that (1) The EVP by PT. Arya Noble consist company culture “The Now Values” as a basic guideline for employees to behave, the use of Top-Down management style to increase performance, the use of OKRS system in performance appraisal, as well as consumer impression on the Sub-Business Unit, (2) The external marketing stage is carried out by using online and offline tools to form attractions and build awareness to the public, both for those who were looking for a job or not. So they would understand and join the company, (3) The internal marketing stage is carried out through training activities, rewards, and internalisation of “The Now Values” culture to the employees in order to improve the performance as well as employees psychological contract towards the company. The conclusion is company has done all of the employer branding process. However there are shortcomings that need to be overcome on every step like employment image, gamification and career tab on website, advertising campaign, and also the application for company culture.
Co-Authors Aat Ruchiat Nugraha Adzkia Kirana Dipa Agnikafitriya Kurniawan Agus Rahmat Amar Shiddiq Junaidi AMZAH SELLE, AMZAH Annisa N. Insany Aries Buana Ayu Puspa Yurita Centurion Chandratama Priyatna Centurion Chandratama Priyatna Centurion Chandratama Priyatna, Centurion Chandratama Destiani, Dika P. Desy Lestary Dika P. Destiani Fajar Syuderajat Fasya Maudia Filda Fatimah Tuzzahrah FX. Ari Agung Prastowo Handriyani Cahyaningtyas Hanny Hafiar Hanny Hafiar Herke Regitadika Heru Ryanto Budiana Insany, Annisa N. Ivan S. Pradipta Jelita Pramesti Kokom Komariah Lilik Sabdaningtyas Lilik Sabdaningtyas Mien Hidayat Muhammad Bintang Arigia Nindya Rahmayanty Nur Ihsan, Mega Farras i Nuryah Asri Sjafirah Nurzali Ismail Pradipta, Ivan S. Priyo Subekti Radian Syauqii Raesita Rakhmawati Rahmayani Rahmi Wellina Putri Seftia Rahmaning Tyas Suwandi Sumartias Syauqy Lukman Syauqy Lukman Trie Damayanti Yanti Setianti Yonita, Lingga Zahra Alifia