Hasil Pencarian  ::  Simpan CSV :: Kembali

""Sunbeam" telah memimpin pasar alat-alat dapur rumah tangga di Australia dan di Selandia Baru semenjak tahun 1950, setelah kehadiran produk-produk inovatifnya termasuk Sunbeam Mixmaster dan wajan listrik serbaguna. Tetapi, kondisi perdagangan produk-produk dapur rumah tangga bukannya tanpa halangan dan hambatan. Meningkatnya persaingan merek alat-alat dapur rumah tangga dari penjual-penjual kecil hingga penjual-penjual besar menjadi salah satu hambatannya.Diumumkan bahwa penjualan dalam kategori produk konsumen GUD ​​Holdings turun 15%, berdasarkan laporan tahunan GUD 2012, yang dipengaruhi oleh sejumlah faktor kompetitif yang signifikan seperti persaingan yang semakin ketat dari penjual merek-merek Eropa yang lebih murah, kualitas rumahan yang lebih rendah, dan terobosan pasar lebih lanjut dilakukan oleh merek-merek Eropa, khususnya dikarenakan keadaan ekonomi di negara mereka yang sangat tidak memungkinkan sehingga mengakibatkan mereka harus mencari pasar lain di luar negaranya sendiri. Akibatnya, untuk mempertahankan keberadaan pasar, "Sunbeam" harus menyesuaikan harganya di sejumlah kategori produk inti dan juga memotong biaya pengukuran dan revisi program pengembangan produk. Sehubungan dengan situasi ini, grup kami telah mempersiapkan strategi dan kampanye iklan yang semoga dapat meningkatkan penjualan "Sunbeam". Kami menemukan bahwa "Sunbeam" kurang sekali mempromosikan produk-produknya dalam bentuk iklan cetak seperti iklan di majalah, yang merupakan salah satu strategi periklanan paling penting dalam rangka mempromosikan produk mereka. Kami juga merasa bahwa sudah waktunya "Sunbeam" untuk memiliki target pasar baru untuk memperbaharui citra merek dan untuk menciptakan generasi baru dari pengguna "Sunbeam".

---

"Sunbeam" has been a leader in the Australian and New Zealand household small appliances market since the 1950s, when it established its presence with innovative products including the Sunbeam Mixmaster and the versatile electric frying pan. However, trading conditions for brands within small appliances have not been without their challenges. Most individual product categories in small appliances have seen an increasing incidence of retailer own-brands and of category specialists.

It was announced that the sales in the consumer products category of GUD Holdings was declined 15% in GUD 2012 annual report which was affected by a number of significant competitive factors such as an increasing competition from cheaper, lower quality house brands and further market inroads made by European brands, in particular, as they seek volume outside of their depressed home markets. As a result, to retain its market presence, Sunbeam had to reposition its pricing across a number of core product categories and also cut the cost of measure and the revision of its product development program.

Regarding to this situation, we have come up with an ad campaign that, hopefully, will pick up the sales of Sunbeam. We found that Sunbeam is lacking of print advertisement on magazines, which is one of a crucial advertising strategy in order to promote its brand in this particular situation. Also, we feel that it is time for Sunbeam to target a new target market to freshen up the brand image and to create a new generation of Sunbeam users."

"Penelitian ini bertujuan untuk memahami advertising avoidance di Instagram pada generasi milenial dengan menggunakan advertising invasiveness. Penelitian sebelumnya menyimpulkan bahwa attention dan space invasiveness sebagai dimensi dalam advertising invasiveness. Perusahaan memperkenalkan produk mereka melalui iklan media sosial. Sebaliknya, non pemasar merasa diserbu ketika iklan muncul berulang kali. Data dikumpulkan dengan purposive sampling dari 280 pengguna Instagram kategori milenial di Indonesia. Structural equation model partial least square (PLS-SEM) digunakan untuk menganalisis hubungan antar variabel dan hubungannya terhadap advertising avoidance. Hasil penelitian menunjukkan bahwa pemasar perlu meminimalkan advertising invasiveness pada iklan di Instagram, dikarenakan terbukti signifikan positif terhadap advertising irritation, kemudian berpengaruh pada advertising avoidance. Selanjutnya, pemasar perlu memperhatikan advertising irritation, advertising skepticism dan sikap positif pengguna Instagram yang memediasi hubungan pengaruh antara advertising irritation dan advertising avoidance. Lebih jauh, space invasiveness dapat dipengaruhi oleh social influence yang signifikan positif. Namun, social influence tidak berhubungan terhadap attention invasiveness. Selain itu, Variabel psychological ownership juga tidak berpengaruh terhadap attention dan space invasiveness. Penelitian ini memberikan saran untuk penelitian selanjutnya dan implikasi manajerial untuk meminimalkan penghindaran iklan oleh non pemasar.

---

The research aims to study advertising avoidance on Instagram in the millennial generation by using advertising invasiveness. Previous research proposed attention and space invasiveness as the dimension of advertising invasiveness. Companies introduce their products through social media advertising. In contrast, non- marketers feel invaded when advertising appears repeatedly. Data were collected with purposive sampling from 280 millennial users from Instagram in Indonesia. The structural equation model partial least square (PLS-SEM) was used to analyze the relationship between variables and their influence on advertising avoidance. The results show that marketers need to emphasize advertising invasiveness, because it is proven significant to advertising irritation, then leading the advertising avoidance. Furthermore, marketers need to pay attention to advertising irritation, advertising skepticism and positive attitudes of Instagram users which mediate the relationship between advertising irritation and advertising avoidance. Furthermore, space invasiveness can be influenced by social influence. However, social influence was not related to attention invasiveness. Furthermore, the psychological ownership variable also has no effect on both attention and space invasiveness. The article provides for the manager to minimize ad avoidance by non-marketer users and also suggestions to further research."