Linda Wijaya Primary Author mixed material bibliography Jakarta LSPR 2021 en English

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Good Day coffee, which has been in Indonesia since 2001, has a Good Day coffee stall to enlarge distribution. However, the current coffee stall is not in line with the Good Day coffee brand identity because it focuses more on functional coffee where the focus is on the stall in the supermarket for the target market for mothers and families. To help PT Santos Jaya Abadi, an integrated marketing communication plan was made for Good Day coffee stalls which use the theory of Integrated Marketing Communication, rebranding, and repositioning. To do this IMC planning, we use the SOSTAC plan with the main objective being rebranding and repositioning it into a new brand name. Good Day coffee stall uses the flanker brand method by not carrying the name Good Day coffee so that the new brand name becomes Explorasa coffee stall, and is supported by a new identity. Not only changes in the brand name, logo, shape, and all positioning have also changed into a modern coffee that is liked by young people. Together with unique and varied flavor variants, make this coffee stall unique. Added with support using a marketing communication mix with digital and social media strategies, sales promotion, publicity, and digital partnerships will achieve the company's goals for a new coffee stall image. Marketing Communication Non Thesis Deddy Muharman 2021 Linda Wijaya NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MKC.370.0052.21 S200414SP Hanya Tersedia Softcopy. S2.MKC.370.0052.21 mmm.jpg.jpg 6615 2022-04-04 11:49:56 2022-04-05 11:51:57 machine generated