This GFP was about the marketing communication strategy for the electronic home entertainment (EHE) products. It focused on the advertising campaign for a new product launched by P.T. Kawi Electronic (P.T. KE), a multi brand EHE producer. The product is a small television set and the targeted consumers are the middle to low-income groups. The group assisted P.T. Komunika Centra Indonesia (P.T. KCI), KE's advertising agent.



In formulating the strategy, the group used an approach based on J. Walter Thompson (JWT)'s philosophy. The philosophy states that a good advertising starts from the consumer's response.

Starting with the consumer buying system survey, following with the integrative study of market environment and company policy, completing the planning cycle, attending the intensive workshop for formulating the brand audit, the brand strategy and the T-plan, participating in the idea-producing simulation and the creative work brain storming session, the group ended up with the brand name, the logo and the business slogan.



This GFP concluded that the goal of advertising for the new brand was to change the image toward local product. It should convince the consumers with a unique selling proposition that the new brand is a superior local product. It should be addressed to the young couple, 25 to 35 year old.



In addition to the advertising efforts, the company should establish close relationship with the dealers, good after sales service and various promotion efforts.



Research location: PT Kawi Electronics

Supervisor: Hadi Satyagraha, PhD.

Accepted: 1992