#TITLE_ALTERNATIVE#

• Main Author: CHRISTY (NIM 29106057), NATALIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/8792
• Institution: Institut Teknologi Bandung

Nowadays while needs of reading increase, information spreads faster and widely, magazine became one of everyone's media of fulfilling their needs of information. Number of magazine's brand increase day-by-day, make the competition more intense. XYZ Group one of the biggest and oldest magazine company in Indonesia, one of its unit business called Gadis are the second oldest magazine after Femina. Gadis as female teen magazine faces this situation, their readership decrease while new brands are coming. <br /> <br /> <br /> <br /> <br /> <br /> <br /> One of the reason their readership decreasing is the decrease of their brand equity. Gadis tries to improve their brand equity by doing many marketing program, such as Gadis Sampul. Gadis Sampul started at 1987 and it became the yearly event since. The goal of Gadis Sampul is to increase the awareness of its target market of Gadis. Gadis Sampul isn't met its goal, its target market didn't aware of this event. Evaluation of the event are needed, the first thing to do is analysis of STP because it's the foundation of all marketing activity. Segmenting, targeting, and positioning of Gadis Sampul aren't match with the segmenting, targeting, and positioning of Gadis. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Segmenting, targeting, and positioning of Gadis Sampul should be evaluated and synchronized with Gadis so that it can make through its goal to increase the awareness of Gadis. Synchronizing the segmenting, targeting, and positioning of Gadis Sampul and then making the marketing mix are used as a based to create foundation of the event. <br /> <br /> <br /> <br /> <br /> <br /> <br /> The foundations of Road to Gadis Sampul are created then the details of the event are needed. The details are created based on the analysis of consumer behavior and hoped because of that target market are enthusiast to come and the goal of Gadis Sampul to increase the awareness of Gadis accomplished. When the awareness increase then brand equity of Gadis increase too and that will affect the increasing of readership.