Perancangan Program Promosi Esther House of Beauty Surabaya Guna Meningkatkan Brand Awareness

Pellankorin, Lendy and Karsam, Karsam (2012) Perancangan Program Promosi Esther House of Beauty Surabaya Guna Meningkatkan Brand Awareness. In: Seminar Nasional Sistem & Teknologi Informasi (SNASTI) 2012, 04 Oktober 2012, Surabaya.

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Abstract

Beauty industry developed rapidly in Indonesia. various attempts were made to reach the largest market share and customer loyalty. One of the company's efforts to do is to establish a brand identity that is able to provide a special image for the wearer who is then attached to the minds of consumers. The purpose of this design is to find out how to design promotional programs Esther House of Beauty in order to increase brand awareness. Further design efforts use a survey, interviews and existing studies in order to formulate design concepts. Data on the analysis of the indicators: STP, advantages, limitations, opportunities, challenges and the USP according to the theory of Kotler. From the analysis and design work found that the uniqueness of the Esther House of Beauty has not been seen in the media campaign that is used. The lack of uniformity in the design concept of each media campaign led to a promotion that had been done have a low level of awareness. In this design a media campaign designed Esther House of Beauty to bring uniqueness and concepts that are owned and consistent on every media promotion. The design of the work refers to the design principles and how to create brand awareness with a consistency of design. The results of this design is expected to provide a design plan in accordance with the concept of Esther House of Beauty and increase brand awareness.

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