Putri, Seruni Sekaring and Reese, Matthias (2010) Analysis of Coca Cola Indonesia's Brand Communication Process, Version “Buka Semangat Baru”, in the Media. Bachelor thesis, Swiss German University.

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Abstract

Coca Cola is a non-alcoholic ready to drink (NARTD) beverage brand that has been around since 1886. Nowadays the distribution of Coca Cola products has been expanded to more than 200 countries including Indonesia. The formula of the original Coca Cola beverage never changed, ever since the drink was created it always taste the same. Nevertheless Coca Cola is one of the global brand that has a high value. In Indonesia Coca Cola has to compete with another NARTD beverage which is mineral water. Indonesian people prefer to choose mineral water rather than soft drink beverage such as Coca Cola. Because of that Coca Cola wants to increase the level of awareness of it’s target market, which includes male and female aged 16-24 year old to the top of mind level. In order to achieve that level of awareness, Coca Cola decided to use the “Buka Semangat Baru” advertisement in the end of 2009 to launched their new campaign “Buka Semangat Baru”. This research has been done to explain and find the reason why Coca Cola choose “Buka Semangat Baru” advertisement as the Brand Communication to increase it’s target market level of awareness. From this research, it is found that the process of Coca Cola Indonesia brand communication with “Buka Semangat Baru” advertisement was able to increase the awareness level of the target market to the top mind level.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59 Public relations H Social Sciences > HF Commerce > HF5717 Business communication H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	21 Jan 2021 14:50
Last Modified:	21 Jan 2021 14:50
URI:	http://repository.sgu.ac.id/id/eprint/1018

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