RABBANI BRAND EQUITY ANALYSIS

• Main Author: HANDRIYANI (NIM : 291074020); Pembimbing Akademik : Dr. Ir. Mustika Sufiati Purwanegara, M.Sc, SHOFI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19468
• Institution: Institut Teknologi Bandung

CV. Rabbani Asysa is a producer who has been producing jilbab since 1994. Rabbani was originally positioned itself as an instant jilbab by Muslim women segment for all ages and target student market, which then shifts to shoot the target market for all circles. Currently, Rabbani was dispersed in almost all provinces in Indonesia. After conducting exploration found 2 problems faced by Rabbani. First, the turnover of sales of products to regional DKI Rabbani in 2007 has decreased by nearly 3% compared with the previous year's sales turnover and a decrease of 0.8% if we compare year 2008 semester 1 to 2009 semester 1. Second, the national competition hoods products especially DKI now have a very fast competition. In addition to brands that already exist such as the nun, fahira, jewel, Syahida recorded at least 4 brand products are popping hoods within the last 4 years as Zoya, shasmira, hazna and phasmira. All of the new products in emerging almost all took the STP which is almost equal to Rabbani. After knowing the problems faced and then proceed with determining the alternative business solutions and implementation plan. In an alternative business solution is found that the IMC functions: advertising, sales promotion, public relations, personal selling and online marketing., the goal of increasing awareness and revenue can be achieved. Implementation plan that will be created covering the activities of IMC for the period from 1 out to the front. And it is expected that activities can continue and always be a periodic evaluation of the effectiveness conducted. It also advised the company do brand extension for the target market becomes more targeted focus. Rabbani brands are advised to shoot targets middle and upper markets, while new brands are advised to shoot down targets middle market. <br />