Amardian, Ardan (2023) STRATEGI REBRANDING SEPATU CAMPESS MENJADI SSEMPAC. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
In around 2019, a local shoe brand named Compass led the local shoe market as each of its shoes always sold out in the second. At the same time, a local shoe brand named Campess emerged which deliberately imitated Compass. But after a while, Campess rebranded into Ssempac by making products that no longer contain elements of imitation of Compass. so that makes the researchers assume that the imitation actions taken are part of the Campess rebranding strategy. The research was conducted to determine Campess' motivation for brand imitation, Campess' marketing communication strategy, and consumer perceptions of Campess. Then also find out the motivation, process, and impact of Campess rebranding to become Ssempac which is a brand from a local shoe business that previously carried out brand imitation. This research uses a descriptive qualitative approach with a case study method in a local shoe business owned by Fierezza Ramadhan Putra. For data collection using in-depth interview techniques, observation, and documentation. The results of the study show that Campess motivation to imitate Compass is to pursue market-follower strategies, namely taking market demands that Compass does not fulfill by interpreting that its actions are to parody and criticize Compass which deliberately does not meet market demands. Regarding brand imitation, Campess implemented a marketing communication strategy that helped create consumer perceptions that Campess shoes are associated with creative and proud local brands because they create an image as a brand with a unique concept that criticizes Compass, whose shoes are hard to find and expensive. Less than a year did a brand imitation of Compass, after that Campess rebranded to Ssempac. It turned out that the rebranding was done because the brand name, Campess, was taken unilaterally by IPR by the owner of Compass. So Fierezza was forced to carry out a legal obligation by not using the Campess brand name anymore. Campess' rebranding strategy to Ssempac was finally carried out to change the branding as shoes that can be used for skateboards and shoes that parody things around them, but no longer parody Compass. Keywords: brand imitation, branding, rebranding.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pada 2019, merek sepatu lokal Compass memimpin pasar sepatu lokal karena penjualan sepatunya selalu habis hitungan detik. Di saat yang sama, muncul merek sepatu lokal bernama Campess mengimitasi Compass dengan sengaja. Tetapi lama kemudian, Campess melakukan rebranding menjadi Ssempac dengan membuat produk yang tidak lagi mengandung unsur imitasi Compass. sehingga membuat peneliti berasumsi bahwa tindakan imitasi yang dilakukan merupakan bagian dari strategi rebranding Campess. Penelitian dilakukan untuk mengetahui motivasi Campess melakukan brand imitation, strategi komunikasi pemasaran Campess, persepsi konsumen Campess. Kemudian mengetahui motivasi, proses, dan dampak Campess melakukan rebranding menjadi Ssempac yang merupakan merek dari usaha sepatu lokal yang sebelumnya melakukan brand imitation. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus usaha sepatu lokal milik Fierezza Ramadhan Putra. Pengumpulan data menggunakan teknik wawancara mendalam, observasi, dan dokumentasi. Hasil menunjukan, motivasi Campess mengimitasi Compass adalah mengupayakan market-follower strategies yaitu mengambil permintaan pasar yang tidak dipenuhi Compass dengan memaknai bahwa tindakannya adalah memparodikan dan mengkritik Compass yang sengaja tidak memenuhi permintaan pasarnya. Terkait brand imitation yang dilakukan, Campess melakukan strategi komunikasi pemasaran yang menciptakan persepsi konsumen bahwa sepatu Campess sebagai merek lokal yang kreatif karena mencitrakan sebagai merek berkonsep unik yang mengkritik Compass yang sepatunya yang sulit didapatkan dan mahal. Kurang dari setahun melakukan brand imitation terhadap Compass, setelah itu Campess melakukan rebranding menjadi Ssempac. Ternyata rebranding dilakukan karena penamaan mereknya yaitu Campess diambil sepihak secara hukum HAKI oleh pemilik Compass. Sehingga Fierezza terpaksa melakukan legal obligation dengan tidak menggunakan penamaan merek Campess lagi. Strategi rebranding Campess menjadi Ssempac akhirnya juga dilakukan untuk mengubah branding sebagai sepatu yang bisa digunakan untuk skateboards dan sepatu yang memparodikan hal-hal sekitar, namun bukan lagi memparodikan Compass. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Ardan Ardan Amardian | |||||||||
| Date Deposited: | 19 Jan 2023 16:23 | |||||||||
| Last Modified: | 19 Jan 2023 16:23 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/20041 |
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