Komunikasi Pemasaran Dalam Positioning N219 : Studi Kasus Komunikasi Pemasaran N219 oleh PT. Dirgantara Indonesia (Persero)

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Yasser Ersyad. 210120140034. 2016. Research title "Marketing
Communication in N219 Positioning." Supervising Team Principal, Dr. Eni
Maryani, M Si. Member of Supervising Team, Dr. SUi Karlinah, M Si. Business
Communication Major, Postgraduate Program of Communication Science
Faculty, Padjadjaran University.

This research aim to determine the reason of N219 positioning, the
building of N219 positioning, and the implementation of marketing
communication in N219 positioning. This research use qualitative approach with
case study method. This research includes six interviewees, five of them are from
PTDI plus one external source. Data collected mainly from in-depth interview,
while supported by data from observations and study of literature.

The results show that N219 is meant to take Twin Otter market to serve
pioneering flights in Indonesia, that is needed to be replaced both age-wise and
technology-wise. N219 positioned as Twin Otter replacement in Indonesia using
the tagline "The New Generation of Light Class Aircraft." Also, N219 positioned
as "a homegrown aircraft", to create emotional benefit between the brand and
potential consumers and public audience. Marketing communication conducted to
deliver positioning values implemented by several tools, which are marketing
shows, mass media publicity, and direct approach. Through this research it could
propose several suggestions such as the need of continued research about how
value creating process conducted on consumers as business entities, and the use
of non-functional benefits of the product used as a marketing communicatit!n
strategy.

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Detail Information

Series Title

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Call Number

302.2 Yas k/R.21.187

Publisher

Bandung : Magister Ilmu Komunikasi., 2016

Collation

xvi, 165 hlm. ; il. ; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.2 Yas k

Content Type

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Media Type

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Carrier Type

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Edition

2016

Subject(s)

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Specific Detail Info

Tesis

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