ANALISIS PESAN STRATEGI KOMUNIKASI PEMASARAN COOLANT DALAM MEMBENTUK POSITIONING
Abstract: Coolant is new
product of isotonic drink, but as the trading by, Coolant decided to withdraw
from the isotonic market. Realizing the market of isotonic drink has already
been competitive and full of market leader, Coolant chose to create new sub
category; positions as “body cooling drink”. To introduce the positioning to
the market place and audience, Coolant recruited a well-known advertising
agency in Indonesia, Dwi Sapta IMC since 2011. To play the marketing communication
strategy, Coolant and Dwi Sapta IMC have run some campaign strategies such as
advertising, brand activation, direct selling, and social media activation that
led to introduce it’s positioning to public. Based on the pre-research, there
was tendency in which consumers haven’t known Coolant as body cooling drink
yet. This research is about the marketing communication strategy while the
analysis unit is the message content in television advertisement and social
media activation as these two are the marketing communication strategy that
reaches whole target of audience and market of Coolant in Indonesia. The result
shows Coolant is already representing it’s positioning as the body cooling
drink by television commercial and social media activation. Coolant use
photogenes, trick effect, pose, and texts that build audience knowledge about
Coolant’s positioning. Though indeed the messages which have delivered through
the communication strategy couldn’t build well-known image of positioning as
consumer thought about Coolant yet. There must also some other factors besides
marketing communication strategy that contribute to consumer understanding
about one’s product.
Penulis: Malta Christina
Prasetya, Sampoerno
Kode Jurnal: jpsosiologidd140555
