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Susanne Dida
Fakultas Ilmu Komunikasi Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Nursing Public Health Social Sciences Veterinary Other

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Journal : Edutech

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CORPORATE REBRANDING OF GRAMEDIA STORE (CORPORATE REBRANDING DI GRAMEDIA STORE) Kairupan, Natasha Helena; Dida, Susanne; Budiana, Heru Ryanto
EDUTECH Vol 15, No 3 (2016): ESENSI PEMBELAJARAN MASA KINI
Publisher : Prodi Teknologi Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/edutech.v15i3.4872

Abstract

Abstract. The purposes of this research are to determine the stages of analysis, planning, and evaluation of corporate rebranding process of Gramedia Book Store to be Gramedia Store to rise stakeholder’s awareness. The method used is descriptive qualitative with positivism paradigm. The technique of collecting data through in-depth interview, observation, and literature study. The result of this research showed the analysis stage by analyzing the market through insights and foresights, brand audit through SWOT analysis, and identifying opportunities. The planning stage is by determine the purpose of the planning process and then determine the target audience, consist of external and internal customer. The planning of external customer by renaming and change of corporate identity, and marketing planning using communication channel (above the line and below the line). The planning of internal customer by Brand Induction, training, inspiration briefing at store, and innovation competition. The evaluation of rebranding process of Gramedia Store is having a focus group discussion with customer, media monitoring, and presentation to BOD.Keywords : Process, Corporate Rebranding, Stakeholder Awareness, Corporate Identity, Gramedia StoreAbstrak.Tujuan penelitian ini adalah untuk mengetahui bagaimana tahapan analisis, perencanaan, dan evaluasi proses corporate rebranding Gramedia Book Store menjadi Gramedia Store untuk meningkatkan stakeholder awareness. Pendekatan yang digunakan adalah kualitatif dengan paradigma positivisme dan jenis studi deksriptif. Teknik pengumpulan data yang dilakukan melalui wawancara mendalam, observasi, dan studi pustaka. Berdasarkan hasil penelitian, tahapan analisis dilakukan dengan menganalisis pasar melalui insights dan foresights, audit merek dengan analisis SWOT, dan mengidentifikasi peluang. Dalam tahapan perencanaan dengan menentukan tujuan kemudian menentukan target audiens, yaitu eksternal dan internal. Perencanaan kepada external customer dilakukan dengan perubahan nama dan identitas perusahaan, melakukan perencanaan publikasi dan pemasaran menggunakan saluran komunikasi baik above the line dan below the line. Perencanaan kepada internal customer dilakukan dengan mengadakan brand induction, training, briefing inspirasi, dan lomba inovasi. Evaluasi dalam proses rebranding Gramedia Store dilakukan dengan focus group discussion dengan customer, media monitoring, dan presentasi ke BOD.Kata kunci : Proses, Corporate Rebranding, Stakeholder Awareness, Identitas Perusahaan, Gramedia Store
Co-Authors AA Sudharmawan, AA Aang Koswara Aat R. Nugraha, Aat R. Aat Ruchiat Nugraha Abdul Qayoum Safi Amelinda Vindrayani Fuad Andi Subhan Amir Anggita Sarasati Annisa Luthfiyyah Anton Surahmat Arif Rifqi Zaidan Asep Suryana Centurion Chandratama Priyatna Cho, Sung Kyum Dadang Rahmat Hidayat Deddy Mulyana Diah Fatma Sjoraida Eko Purnomo Elnovani Lusiana Emanuel S Leuape Evi Novianti Evi Nursanti Rukmana, Evi Nursanti Fachry Abda El Rahman Farida Nurfalah, Farida Feliza Herison Feliza Zubair Firunika Intan Cahyani FX. Ari Agung Prastowo Gobel, Sry Ade Muhtya Hanny Hafiar Hanny Hafiar Hazrat Shah Kayen Herlina Agustin Heru Ryanto Budiana Ihsan, Nadhifa Imara Jenny Ratna Suminar Jenny Ratna Suminar Juwono Tri Atmodjo Kairupan, Natasha Helena Kautsar, Marwa Khatol Shafiq Kholidil Amin Kokom Komariah Leuape, Emanuel S Lexianingrum, Siti Rahayu Pratami Lilis Puspitasari Luthfiyyah, Annisa Lyra Vellaniza Ferbita M. Arie Desman Maryani, Eni Maulvi, Herzi Rahmatia Melinda Puspa Negara Moh Faidol Juddi Muhammad Mulyadi Pane Muslimin, Fauzy Akmal Mustaffa, Normah Mutia Anindri Mutia, Lu'lu Natasha Putri Tumakaka Nikitamara Nikitamara Nisa Eka Nastiti Nugroho Ajie Hartono Nursari, Tita Nuryah Asri Sjafirah Nuryah Asri Sjafirah, Nuryah Asri Nuryanto, Iis Latifah Pane, Muhammad Mulyadi Paramitha Wydaswari Paraswati, Vellyana Pratiwi, Soraya Ratna Priyadharma, Subekti Wirabhuana Purwanti Hadisiwi Renata Anisa Retasari Dewi Retasari Dewi Retasari Dewi, Retasari Rizaldy, Dendy Shobron Rostika Yuliani RR. Ella Evrita Hestiandari Rumyeni, Rumyeni Sa'adatul Aliyah Safi, Abdul Qayoum Saleha Rodiah Sarah Isabella Silaban Setiyanti, Yanti Setyanto, Yugih Shafira Putri Citra Utami Siti Karlinah Soraya Ratna Pratiwi Sukarno Sung Kyum Cho Susie Perbawasari Syamsiar, Syamsiar Syauqy Lukman Tasha Suciati Amanda Putri Tika Mutia Tine Silvana Rachmawati Titut Yuli Prihyugiarto Trie Damayanti Utami, Shafira Putri Citra Uud Wahyudin Willia Yusup Hardy Yanti Setianti Yanti Setiyanti Yuliani, Rostika