STRATEGI KOMUNIKASI PEMASARAN COMA COFFEE MELALUI MEDIA ONLINE

Abstract

The creation of this work intended for the sake of reaching awareness on Coma coffee in doing promotion on its products. Do a research and observation became the beginning of the idea of creation of the work in determining the creative strategy, besides brief given the client obviously also adjusted. The writing of this paper describes the process of making creative strategy using social media in upgrades its brand awareness in Coma coffee starting from accepting the brief from the client, data collection, specify creative strategy, to determine the right medium in doing promotion on its products. IMC (in integreated marketing comunication) is the cornerstone of the theory that is the basis of the creation of this work. Define STP (segmentation, targeting, positioning) and 7P (product, price, promotion, place, people, process, Physical evidence) is a process that must be undertaken in determining the creative strategy in social media peciptaan is the identity a brand with online to be known well by the audiencenya, the selection of social media such as Facebook, Instagram, Website, Zomato, and Neon box can reinforce the meaning contained in the marketing communication strategy to be able to showed brand image who would like to build. Planning the right medium can also make the promotion becomes effective without the large advertising expenses.