#TITLE_ALTERNATIVE#

• Main Author: KAMELIA (NIM 29106316), RILANTI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/11281
• Institution: Institut Teknologi Bandung

M Radio was one of the radio that for a long time have a stood in the Bandung city but also was the initiator on the radio that presented the news and warm latest information was discussed in social circle. In the glorious moment, M Radio could become foremost radio and the model for the young circle in the Bandung city, because of intelligence, care and danger courage to raise the available fact from news of circulating rumors. The speed on the growth of the radio industry and the existence of the newcomer who was not ignored the shift of M Radio that for a long time could have been experienced. His peak, at the beginning of 2008, M Radio was forced to stop however many of his reporters being caused of incapability of management to employ these reporters. The impact that is felt by the company currently was the decline from the aspect of financial and result in also in his ray segmentation of listeners who were caused by the typical characteristics that could not be maintained. The estimate in the future with the situation like this then was confirmed M Radio could not remain to enliven the radio industry especially in the Bandung city, lost the market, the belief from the supplier of the advertisement, that finally had forced M Radio to conclude his career trip.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> The Radio M challenge was how he could maintain his existence by carrying out the strategy brand rejuvenation. Where brand rejuvenation this was carried out for several main aims. The first aim was to improve and renew segmentation of M Radio, the second aim was to focus the quality and the type of program that was offered by M Radio both on-air and off-air program, improved the quality software and hardware M Radio and that was last to invest a new perception of M Radio in listeners and advertisers that M Radio is one of the radio that has a special attractions. Thus, M Radio must be able to pack the side marketing him with the innovation and uniqueness that could attract the interest advertisers. This was very important because of the advertisement both on-air and off-air was the main source of private enterprise's radio station.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> The analysis that was carried out towards the problem and several alternatives to his resolution gave the solution that consisted of three main parts. The alternative to the first resolution was the increase brand awareness through the strategy brand rejuvenation. The second alternative was bargaining value preposition that was interesting for listeners and advertisers. The last solution was to give freshness for internal M Radio both the atmosphere of the office and studio, also freshness for management and the structure of the organization of M Radio. So, as could the strategy creation brand rejuvenation both internally and in external manner.