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"[ABSTRAKPenelitian ini bertujuan untuk menganalisis differensiasi antara produk Joy Cook dan ELPIJI 12 kg Hasil penelitian ini nantinya diharapkan dapat memberi masukan tentang marketing strategi dan marketing plan Joy Cook untuk memperluas pangsa pasar LPG Non Subsidi untuk rumah tangga Berdasarkan hasil penelitian melalui survey pada 90 orang responden melalui pendekatan perceived risk financial functional physical sensory temporal dan social dan pendekatan unique selling proposition lebih aman lebih ekonomis pelayanan lebih eksklusif member benefit maka diketahui bahwa responden merasa tidak ada perbedaan antara Joy Cook atau Elpiji 12 kg Kaca kunci differensiasi perceived risk unique selling proposition marketing strategy marketing plan.

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ABSTRACTThis research aims to analyze the differentiation between Joy Cook and ELPIJI 12 kg The main finding of this study is that there is no differentiation between Joy Cook and ELPIJI 12 kg according to 90 respondents survey either using perceived risk approach financial functional physical sensory temporary and social or unique selling proposition approach safer more economical more exclusive service and member benefit This leads to an important implication that the decision maker should redevelop Joy Cook rsquo s marketing strategy and marketing plan in order to expand the Non Subsidy LPG products market for household Key Words differentiation perceived risk unique selling proposition marketing strategy marketing plan.;This research aims to analyze the differentiation between Joy Cook and ELPIJI 12 kg The main finding of this study is that there is no differentiation between Joy Cook and ELPIJI 12 kg according to 90 respondents survey either using perceived risk approach financial functional physical sensory temporary and social or unique selling proposition approach safer more economical more exclusive service and member benefit This leads to an important implication that the decision maker should redevelop Joy Cook rsquo s marketing strategy and marketing plan in order to expand the Non Subsidy LPG products market for household Key Words differentiation perceived risk unique selling proposition marketing strategy marketing plan ;This research aims to analyze the differentiation between Joy Cook and ELPIJI 12 kg The main finding of this study is that there is no differentiation between Joy Cook and ELPIJI 12 kg according to 90 respondents survey either using perceived risk approach financial functional physical sensory temporary and social or unique selling proposition approach safer more economical more exclusive service and member benefit This leads to an important implication that the decision maker should redevelop Joy Cook rsquo s marketing strategy and marketing plan in order to expand the Non Subsidy LPG products market for household Key Words differentiation perceived risk unique selling proposition marketing strategy marketing plan ;This research aims to analyze the differentiation between Joy Cook and ELPIJI 12 kg The main finding of this study is that there is no differentiation between Joy Cook and ELPIJI 12 kg according to 90 respondents survey either using perceived risk approach financial functional physical sensory temporary and social or unique selling proposition approach safer more economical more exclusive service and member benefit This leads to an important implication that the decision maker should redevelop Joy Cook rsquo s marketing strategy and marketing plan in order to expand the Non Subsidy LPG products market for household Key Words differentiation perceived risk unique selling proposition marketing strategy marketing plan ;This research aims to analyze the differentiation between Joy Cook and ELPIJI 12 kg The main finding of this study is that there is no differentiation between Joy Cook and ELPIJI 12 kg according to 90 respondents survey either using perceived risk approach financial functional physical sensory temporary and social or unique selling proposition approach safer more economical more exclusive service and member benefit This leads to an important implication that the decision maker should redevelop Joy Cook rsquo s marketing strategy and marketing plan in order to expand the Non Subsidy LPG products market for household Key Words differentiation perceived risk unique selling proposition marketing strategy marketing plan , This research aims to analyze the differentiation between Joy Cook and ELPIJI 12 kg The main finding of this study is that there is no differentiation between Joy Cook and ELPIJI 12 kg according to 90 respondents survey either using perceived risk approach financial functional physical sensory temporary and social or unique selling proposition approach safer more economical more exclusive service and member benefit This leads to an important implication that the decision maker should redevelop Joy Cook rsquo s marketing strategy and marketing plan in order to expand the Non Subsidy LPG products market for household Key Words differentiation perceived risk unique selling proposition marketing strategy marketing plan ]"

"Penelitian ini bertujuan untuk mengidentifikasi brand positioning yang tepat untuk Bukalapak dalam industri voucher game di Indonesia, melalui analisis unique selling point dari produk dan layanan top up voucher game di Bukalapak. Analisis brand positioning ini memberikan insight baru bahwa Bukalapak dapat memposisikan brand miliknya sebagai ‘Marketplace voucher game dengan promo terbanyak’. Upaya memperkuat brand positionong Bukalapak juga dilakukan dengan merancang program komunikasi melalui social media marketing, berupa content marketing, influencer marketing, dan social media advertising.

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This study aims to identify the strategic brand positioning for Bukalapak in the game voucher industry in Indonesia. The determination of the brand positioning is supported by the analysis of the unique selling point of the top-up game voucher products and services at Bukalapak. This brand positioning analysis provides new insight that Bukalapak can position itself as a ‘Game voucher marketplace with the most promos’. Efforts to strengthen Bukalapak's brand positioning in the mind of the audience are also supported by communication efforts through social media marketing which is implemented in content marketing, influencer marketing, and social media advertising."

"Komunikasi yang baik selalu mempunyai tiga efek bagi orang yang dituju: efek cognitive, affective, dan behaviour. Bila membuat iklan (yang merupakan bagian dari brand visualization), haruslah membuat orang ingat dengan produknya (cognitive), harus membuat orang senang dengan produknya (affective), serta harus membuat orang membeli produknya (behaviour). PT. Kalbe Farma Tbk. adalah salah satu dari sedikit perusahaan di Indonesia yang sadar akan ketiga hal tersebut diatas. Dengan konsep yang result ? oriented, fokus pada peningkatan penjualan produk, Kalbe berhasil membuktikan bahwa konsep iklan mereka memang berbeda. Konsep selalu berpegang teguh pada prinsip differentiation. Promosi memang bukan hanya sekedar promosi. Promosi merupakan strategi penting untuk meraih keunggulan bersaing. Tidak hanya keunggulan bersaing yang sesaat, namun keunggulan bersaing yang berkelanjutan. Keunggulan tersebut harus dimulai dengan keberhasilan menjual. Penulis mengawali riset dengan mendalami kasus demi kasus produk Kalbe Farma yang iklannya ditangani oleh Dwi Sapta. Liku ? liku strategi dan taktik tiap produk tersebut demikian menarik. Setelah memahami detail kasus demi kasus produk, Mixagrip dan Fatigon, penulis menemukan benang merah dari berbagai strategi dan taktik iklan yang dijalankan tersebut. Ogilvy mengatakan bahwa misi sebuah iklan adalah menjual. Oleh karena itu, sebuah iklan haruslah menjual, tak cukup hanya indah, artistik, dan memenangi banyak penghargaan saja. Dari sisi konten terlihat kalau iklan ? iklan Kalbe Farma memiliki ciri khas: selalu mengkomunikasikan konten berupa fitur dan manfaat (feature & benefit/F & B) yang menjadi unique selling point produk yang diiklankan. Dari berbagai portfolio produk Kalbe Farma yang beriklan, tampak bahwa manfaat yang dikomunikasikan di sini sebagian besar merupakan manfaat fungsional (functional benefit) ketimbang manfaat emosional (emotional benefit). Manfaat fungsional memang paling mudah dikomunikasikan secara jelas, straight forward, dan hard sell Dari sisi konteks terlihat iklan ? iklan Kalbe Farma memiliki ciri khas: selalu mengkomunikasikan produk ? produknya dengan format straight forward, menjual produk apa adanya, menggunakan pendekatan single message, simpel, lugas, serta selalu fokus pada kebutuhan dan keinginan target pasar.

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A good communication always has three effects for the target: cognitive, affective, dan behaviour effect. To make a commercial (which part of the brand visualization), you have to make people remember the product (cognitive), people love the product (affective), people buy the product (behaviour). PT. Kalbe Farma Tbk. is one of the company in Indonesia that realize those three effects above. With the result ? oriented concept, focus on product sales growth, Kalbe has proven their strategic promotion in different way. The concept is always based on differentiation. Promotion is not just a promotion. Promotion is an important strategy to win the competition. Not just win the competition for now, but winning it forever. To win the competition has to start win the sales. The writer start the research by studying case by case the Kalbe Farma products which commercial handled by Dwi Sapta. Each products promotion strategies has its own implementation with different treatment on each product. After knowing the details of Mixagrip and Fatigon case, the writer finds out a red line from each strategy and tactic of the commersial. Ogilvy said that the mission of a commercial ad is selling. That is why a commercial ad has to have the sense of selling, it?s not enough if a commercial ad just beautiful, has sense of art, and win lots of awards. When we look to Kalbe Farma?s commercial ad, its content has the characteristic of: always communicate its content with the feature and benefit (F & B) which is the unique selling point of the commercial ad product. From some portfolio?s of Kalbe Farma commercial ad products, seems that the benefit that communicated here is a functional benefit, rather than emotional benefit. Functional benefit is the easiest to communicate clearly, straight forward, and hard sell. From the context size, Kalbe Farma?s commercial ads has the characteristik of: always communicate its product with the form of straight forward, sells product naturaly, use a single message strategy, simple, and always focus on the demand and needs of the target market."