This GFP deals with the marketing communication strategy for the electronic home entertainment (EHE) product with an emphasis on developing of a media plan and strategy as the preparation for the launch of PT. Kawi Elektronik's (PT. KE) new television set.

The targeted market is the middle to low income consumer group in line with PT. Kawi Elektronik's positioning strategy to penetrate the market segment of medium price with high quality product.

The group participated in PT. Komunika Centra Indonesia advertising activities in connection with the assignment awarded by PT. Kawi Elektronik.

In formulating the media strategy, the group took the media planning guidelines derived from the "Thomson Way of Media" into consideration.

Starting with a creative survey and its analysis, followed by Indonesian EHE and advertising industry analysis to formulate the media brief, studying the media planning concept, completing a plan for media strategy implementation, the group ended up with the creative and media recommendations. The main recommendation for PT KE is to launch the EHE product with the brand name "PRAXI" being "a beyond expectations" product. PT. KE should implement the media campaign with the most concentration on TV media.

The GFP group believe that exposing the production process of Keris in the movie advertisement will surely enhance the image of PT. Kawi Elektronik as ahighly qualified Indonesian EHE producer. While using the media recommended to take supportive actions such as sales promotion, public relation, direct marketing to reinforce the overall marketing strategy.



Research Location : PT Kawi Elektronik

Supervisor : Hadi Satyagraha, Ph.D

Accepted : 1992



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