Integrasi Orkestrasi Pemasaran dengan Filosofi Dwi Sapta pada Kasus Vaseline Healing Project
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Published:
May 18, 2020
Keywords:
Integrated Marketing Communication, Vaseline, Dwi Sapta Philosophy, Orchestration, Case Study
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Abstract
Integrated Marketing Communication as a form of marketing communication strategy in order to build trust, maintain relationships with consumers and stakeholders and benefit the brand. This study aims to determine the application of marketing orchestration in Vaseline activities and the application of the Dwi Sapta Philosophy in Vaseline marketing communication. This type of research is descriptive qualitative using the case study method. Vaseline held a "Vaseline Healing Project" to improve the quality of life of people and provide skin care to the community. Vaseline consistently provides the best for its consumers, ranging from product variations, product quality to the services provided through training of medical personnel and also the mission of improving the skin condition of the community.
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Laurensia, B., Sitanggang, H. J., Marta, R. F., Daniar, A., & Menayang, A. P. (2020). Integrasi Orkestrasi Pemasaran dengan Filosofi Dwi Sapta pada Kasus Vaseline Healing Project. Jurnal Komunikasi Nusantara, 2(1), 28-41. https://doi.org/10.33366/jkn.v2i1.38
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References
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Catherine, Mulyadi, D. W., & Phinesa, N. A. (2020). Logika Orkestrasi Pada Rangkaian Komunikasi Pemasaran Logic of Orcestration on Integrated Marketing Communication Concatenation Through Lifebuoy ’ S Healthy Sharing. MEDIALOG : Jurnal Ilmu Komunikasi, III(I), 120–138. http://www.jurnal-umbuton.ac.id/index.php/Medialog/article/download/547/427/
Estaswara, B. H. (2008). Think IMC! PT Gramedia Pustaka Utama. https://books.google.co.id/books?id=-FRJDwAAQBAJ&pg=PA158&lpg=PA158&dq=3+dasar+kerangka+imc&source=bl&ots=eMuU3_TWxL&sig=ACfU3U2Fpb5R17xB-e-wzx9LtK1imkzZtw&hl=id&sa=X&ved=2ahUKEwjnmqXPkdPoAhWNbSsKHWIsA6MQ6AEwDnoECAwQLA#v=onepage&q=3 dasar kerangka imc&f=f
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Garnis, A. (2019). Warga Rusun Waduk Pluit Diberi Edukasi Mengenai Kebersihan Kulit. Tribunnews. https://jakarta.tribunnews.com/2019/05/15/warga-rusun-waduk-pluit-diberi-edukasi-mengenai-kebersihan-kulit
Gotomalls. (2018). Free Umrah from Vaseline at Guardian September 2018. Gotomalls. https://www.gotomalls.com/promotions/LslvDst5IL-RAEQk/umrah-gratis-dari-vaseline-di-guardian
Hardhiyanti, Y., & Rasyid, U. N. (2017). Komunikasi Bisnis Berbasis Etika Lingkungan Sebagai Csr the Body Shop Indonesia. Bricolage : Jurnal Magister Ilmu Komunikasi, 3(2), 103–117. https://doi.org/10.30813/bricolage.v3i02.925
Mahayoni. (2015). Menata Komunikasi Pada Media Sosial Online Untukmenghindari Jerat Hukum. Bricolage: Jurnal Magister Ilmu Komunikasi, 1(2). https://doi.org/10.1017/CBO9781107415324.004
Nurhadi, Z. F. (2015). Teori Teori Komunikasi dalam Perspektif Kualitatif. Ghalia Indonesia.
Prasetya, A. A., Saputra, J. K., & Stevani. (2020). Campaign for the Real Beauty Shampoo Dove Ditinjau Dari Terminologi Pemasaran 360 Derajat. Jurnal Lensa Mutiara Komunikasi, 3, 15–35. http://e-journal.sari-mutiara.ac.id/index.php/JLMI/article/download/1072/923/
Prihatsanti, U., Suryanto, S., & Hendriani, W. (2018). Menggunakan Studi Kasus sebagai Metode Ilmiah dalam Psikologi. Buletin Psikologi, 26(2), 126. https://doi.org/10.22146/buletinpsikologi.38895
Rambu Babang, R., & Rachmad Rinata, A. (2019). Strategi Komunikasi Pemasaran Sentra Tenun Prailiu dalam Meningkatkan Penjualan Kain Tenun Sumba Timur. Jurnal Komunikasi Nusantara, 1(2), 78–85. https://doi.org/10.33366/jkn.v1i2.24
Sampurna, A., Tandian, M., Huang, V., Florescia, R., & Marta, R. F. (2020). Implementasi Total Branding Dalam Perspektif Semiotika Pemasaran. Jurnal Universitas Pancasila, 10(2). https://doi.org/https://doi.org/10.35814/coverage.v10i2.1384
Sapoetri, A., & Pannindriya, T. (2019). Geliat Interaksi Sosial Dokter Masa Kini Melalui Media Sosial Instagram. Bricolage : Jurnal Magister Ilmu Komunikasi: Jurnal Magister Ilmu Komunikasi, 5(2), 121–140. https://journal.ubm.ac.id/index.php/bricolage/article/view/1884
Saputra, N., & Marta, R. F. (2020). Optimalisasi Model Strategi Public Relations Museum Penerangan dalam Membentuk Citra Publik. Calathu : Jurnal Ilmu Komunikasi, 2(1), 20–31.
Smith, K. T. (2003). The Marketing Mix Of Imc: A Move from The 4 P’s to The 4C’S. 2–7.
Tarsani. (2016). Strategi Komunikasi Pemasaran Dompet Dhuafa dalam Meningkatkan Kepercayaan Muzakki. Bricolage: Jurnal Magister Ilmu Komunikasi, 2(1), 56–70.
Teguh, M., & Ciawati, S. T. (2020). Perancangan Strategi Digital Marketing Communication Bagi Industri Perhotelan Dalam Menjawab Tantangan Era Posmoderen Design of Digital Marketing Communication Strategy for the Hospitality Industry to Answer the Postmodern Era Challenges. Bricolage : Jurnal Magister Ilmu Komunikasi, 6(1), 51–64.
Tovia, J. (2018). Mengangkat Kutukan: Proyek Penyembuhan Vaseline. Mindfood. https://www.mindfood.com/article/vaseline-healing-project/
Tribunnews. (2014). Aksi NOAH di Vaseline Men Nobar Maksimal. Tribunnews. https://www.tribunnews.com/images/seleb/view/1130662/aksi-noah-di-vaseline-men-nobar-maksimal
Turnbull, C. F. and S. (2019). Marketing Communications : Touchpoints, Sharing and Distruption (8th ed.). Pearson Education Limited. https://books.google.co.id/books?id=6oyfDwAAQBAJ&pg=PT551&lpg=PT551&dq=imc+orchestration+terminology&source=bl&ots=O6OMSYkHPV&sig=ACfU3U1VCoFQfCF6nhev0lc0Om3yTg0K4g&hl=id&sa=X&ved=2ahUKEwiZnpCt_7zoAhWPeX0KHelNCjwQ6AEwDnoECAgQAQ#v=onepage&q=orchestration&f
Ulfa, R., & Marta, R. F. (2016). Implementasi Komunikasi Pemasaran Terpadu Pada Yayasan Nurul Ibad Jakarta Timur. Bricolage: Jurnal Magister Ilmu Komunikasi, 2(2), 71–81.
Unilever. (2020a). Tentang Kami. Unilever Indonesia. https://www.unilever.co.id/about/
Unilever. (2020b). “Vaseline Healing Project” Bantu Perbaiki Kualitas Hidup Masyarakat Pengungsi Erupsi Gunung Sinabung di Desa Batukarang. Unilever Indonesia. https://www.unilever.co.id/news/press-releases/2018/the-vaseline-healing-project-sinabung.html
Vaseline. (2019). Kekuatan Memperbaiki : Vaseline. Instagram. https://www.instagram.com/p/BxYy68GnT-M/
Vaseline. (2020). Siapa Kami. Vaseline. vaseline.com/id/id
Widianti, N. (2019). Lip Therapy, Lip Care Terlaris dari Vaseline Kini Resmi Hadir di Indonesia (+Review!). Beauty Journal by Sociolla. https://journal.sociolla.com/beauty/vaseline-lip-therapy
Yulius, & Prasetya Widodo, H. (2019). Strategi Komunikasi Pemasaran RRI Malang dalam Upaya Pencapaian PNBP dan Meningkatkan Jumlah Pengiklan. Jurnal Komunikasi Nusantara, 1(2), 60–71. https://doi.org/10.33366/jkn.v1i2.19