Pengaruh Iklan TVC Top Coffee terhadap Brand Preference Top Coffee

• Main Authors: , SALMAN FIRDAUS, , Drs. Widodo Agus Setianto, M.Si.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/123954/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=64072
• Institution: Universitas Gadjah Mada

Top Coffee from Wingsfood is a new instant powder coffee product trying to make its way in the crowded market. In order to win the fierce competition, Top Coffee released a 30� TVC in heavy frequency with Iwan Fals, Nikita Willy & Samuel Zylgwyn as brand ambassador. Top Coffee position itself head to head with Kapal Api, the market leader, while trying to sway people by claim itself as the best coffee in terms of �taste and smells�. This strategy contradict Jack Trout and Al Ries positioning strategy which suggest new product/brand to throw curve ball againts market leader by manifesting their weakness instead of facing it directly. This research showed that Top Coffee managed to gain high brand preferences early due to their ad strategy. However, this brand preference is predicted to be momentary since its only triggered by curiousity of brand ambbasador and other peripheral cues. The core message that Top Coffee is better than Kapal Api is still need to be cultivated.