PROPOSED INTEGRATED MARKETING COMMUNICATION TO INCREASE BRAND IMAGE OF CBR250RR IN INDONESIA
Motorcycle products are a necessity as a means of transportation for people in Indonesia. Motorcycles in Indonesia are divided into several categories such as automatic, cub, and sport, each motorcycle product has different functional and emotional factors. Honda CBR250RR has started production in I...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67633 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Motorcycle products are a necessity as a means of transportation for people in Indonesia. Motorcycles in Indonesia are divided into several categories such as automatic, cub, and sport, each motorcycle product has different functional and emotional factors. Honda CBR250RR has started production in Indonesia since 2017 in Indonesia, but in 2021 the market share of the CBR250RR is still at 30%, while the Kawasaki Ninja as the main competitor of the CBR250RR has a market share of 63%, this is because the Kawasaki Ninja ZX25R slides in the high sport market. in 2020 and Kawasaki made the Ninja ZX25R a flagship product.
The brand image survey for the Honda CBR250RR product shows that the image of the product still cannot beat its competitors. AHM then realized that this problem came from competitors, they understood that the existence of competitors in Indonesia and marketing activities for this product must be carried out more massively as an effort to improve the brand image of the Honda CBR250RR product.
This research is designed to solve the problem of Honda CBR250RR by analyzing product segmentation, targeting, positioning and differentiation (STPD), Marketing Mix 7Ps, SWOT, Porter's 5 Forces and PESTEL analysis. In addition, this survey also uses quantitative and qualitative research to find out from the motorcycle user's point of view. To propose in the context of developing marketing activities for AHM to improve the brand image of the Honda CBR250RR, this study also uses analysis from Integrated Marketing Communications (IMC) and Perceptual Map. Finally, to fulfil the following research objectives, this paper will build an in-depth analysis of a new marketing communication strategy that is appropriate to use the RACE Framework to improve the brand image of the CBR250RR. |
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