Studi Kasus Komunikasi Pemasaran N219 oleh PT. Dirgantara Indonesia (Persero) YASSER ERSYAD Primary Author mixed material bibliography Bandung Magister Ilmu Komunikasi 2016 id Indonesia

xvi, 165 hlm. ; il. ; 29 cm 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. Yasser Ersyad marketing communication, positioning, value exchan 302.2 Yas k Perpustakaan Universitas Padjadjaran Kementerian Riset Teknologi dan Pendidikan Tinggi 302.2 Yas k/R.21.187 010030007607 Perpustakaan Pusat 302.2 Yas k/R.21.187 20%252Fscan0001.jpg.jpg 13778 2017-04-01 15:45:10 2019-03-05 09:30:40 machine generated