Repositioning Brand Equity Guna Mengingkatkan Penjualan Pada PT HM Sampoerna

Abstract

KANDARISMAN. NPM 021102400. Repositioning Brand Equity Guna Mengingkatkan Penjualan Pada PT HM Sampoerna Tbk., Directed by : Mr. POERNOMO and Mrs SRI PUJAWATl. The PLC stage of the iiroduct has important implification regarding all aspects of targeting and positioning. With competiiives mapping analysis that developed by obtaining preference iiifonnation from a sample of buyers, this is wiil offers useful guidelines about the position of the product, and also can indicate possible brand repositioning options. The method that used in this research is case study with the objck of research is PT HM Sampoema Tbk., location: at Jl. Rungkut Indiistri Raya No. 18. .Surabaya, 60293. The company diversified multinational lirm that obtains revenue from the manufacture and distribution cigarettes, packaging, transportation, and financial scr\'iccs. Often the company decides to renosition its product in attempt to prevent sales decline. A firm can reposition a product by changing one or more the the four marketing mix elements. Four factors that trigger a repositioning action are : reacting to a competitor position, reaching a new market, catching a risiiig trend, changing the value offered. Repositioning is the strategy of the company to measuring new market's segment or changing the place a product occupies in a consumer's mind relative to competitive product. Is it very important for the company's survival. How ever, when the company deciding to use this strategy, they are need to promote the product, and also the company have to change the product's labels or any atributes. Finally, the company need new investment to the product that repositioned. Repositioning the product or brand are focuses on inc-easing volume, not by expanding market, but by winning share the competitors. There are seven avenues can be reviewed : real repositioning, psychological repositioning,, competitive depositioning, rewigthing values, neglected values, change preference, augmental the brand. l:i PT HM Sampoerna Tbk., Repositioning is about repositioned brand equity (Dji Sam Soe) as the 'core' product, with launching new product (Sampoerna Hijau). There are many strategy that it is following, that is rejuvenation brand, change the label of Sampoerna Hijau, promotion (advertising), and sponshor event programs. The goals of repositioning program in PT HM Sampoerna Tbk., is measuring or entering new segments (midole-low segments) to increase their revenues. Beside that, the company want to build strong corporate brand, that is Sampoerna, because the consumer only knew Dji Sam Soe than Sampoerna. From statistical analyzing with double regression and double correlation known that: repositioning program that doing by PT HM Sampoerna Tbk., the value of correlations between cost of advertising and the cost of event sponshor to sales is 93 percents, that is mean that it's have strong relation, and the other factor about 7 percents from the another factor. To knowing how the relations between advertising, event sponshor and sales, this research using hyphoteses test (t distribution) 5% n=10 (2,447). The results, advertising and event sponshor have pcsitif correlation Arith the sales. Because the value t formula of is higher than t distributions, showed with accepted criteria Ho (19,40>2,447).