YAHYA SUPRASTYO, 070517714 (2010) ANALISIS STRATEGI POSITIONING DEVELOPMENT BASKETBALL LEAGUE (DBL) DALAM KOMUNIKASI PEMASARAN. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Development Basketball Competition (DBL) merupakan kompetisi basket pelajar terbesar di Indonesia. Diselenggarakan awal pada 2004 di Surabaya, sekarang DBL sudah berkembang di 21 kota di Indonesia. Pelaksanaan DBL saat ini diselenggarakan oleh PT. DBL Indonesia, yang fokus pada industri olahraga basket nasional di Indonesia. Dengan total penonton hampir setengah juta penonton pada musim 2009-2010 ini, wajar saja DBL menjadi terkenal. Hal ini lantas menjadi kajian menarik untuk diteliti, karena even DBL ini merupakan even baru atau fenomena baru dan mampu berdiri sendiri menjadi sebuah industri yang mampu membiayai kompetisi itu sendiri. Peneliti melihat bahwa positioning DBL mampu membawa kompetisi ini menjadi industri baru di masa depan. Menariknya, bahwa konsep positioning yang dibangun DBL tentu saja berdampak pada bentuk komunikasi pemasaran yang di jalankan. Lantas rumusan masalah yang muncul adalah bagaimanakah strategi positioning DBL dalam komunikasi pemasaran dan bagaimana relevansi tiap komponen bauran komunikasi pemasaran guna mendukung positioning DBL. Untuk menjawab rumusan masalah tersebut, digunakan pendekatan kualitatif dengan tipe penelitian deskriptif. Metode penelitian adalah menggunakan case study. Peneliti berusaha menemukan variabel yang penting melalui keterangan yang akan didapat melalui indepth interview dengan informan yang dianggap memiliki pengetahuan tentang objek yang diteliti. Tinjauan pustaka yang digunakan adalah kajian segmenting, targeting, dan positioning, serta bentuk-bentuk IMC. Hasil penelitian ini menunjukkan bahwa dalam penyelenggaraan DBL telah dilakukan segmentasi yang berdasarkan pendekatan geografis, demografis, psikografis, behavioral, dan benefit. Sedangkan targeting dilakukan dengan pendekatan concentrated marketing dengan pola alternatif product specialization. Strategi positioning yang dipilih meliputi Attribute positioning, User positioning, Benefit positioning, Quality positioning, dan Proenvironment Positioning. berbagai macam aktivitas IMC mulai dari Advertising, Sales Promotion, Direct Marketing, Personal Selling, Public Relation, dan Internet Marketing dijalankan. Berbagai kegiatan ini mendukung positioning DBl antara lain DBL sebagai student athlete, Sebagai Indonesian Biggest student athlete competition, DBL sebagai PRIDE., DBL Sebagai even profesional, DBL sebagai even internasional, DBL sebagai even remaja dan DBL anti sponsor rokok, minuman beralkohol dan berenergi. Relevansi tiap komponen mampu saling mendukung sehingga penguatan positioning DBL masih ada ketika komunikasi pemasaran di jalankan. Translation: Development Basketball League (DBL) is the biggest student basketball competition in Indonesia. Held early in 2004 in Surabaya, DBL has developed now in 21 cities in Indonesia. Implementation DBL currently held by PT. DBL Indonesia, which focuses on the national basketball sports industry in Indonesia. With a total audience nearly half a million viewers in the 2009-2010 season, the DBL is only natural to be famous. Then this study becomes interesting to study, because DBL’s event is a new event or a new phenomenon which is able to stand on their own into an industry that is able to finance the competition itself. Researchers saw that the positioning of DBL is able to bring the season to a new industry in the future. Interestingly, that the concept of positioning is built DBL obviously resulted in a form of marketing communications in the run. Then the formulation of the problem that arises is how the DBL positioning strategy in marketing communications and how the relevance of each component of the marketing communication mix to support the positioning DBL. To answer the problem formulation, qualitative approach was used with descriptive type. Method research is using the case study. Researchers try to find important variables through which information will be obtained through indepth interviews with informants who were considered to have knowledge about the object being studied. Used a literature review is the assessment segmenting, targeting, and positioning, as well as other forms of IMC. The results of this study show that in the administration of DBL has performed segmentation based approach to geographic, demographic, psychographic, behavioral, and benefits. While targeting is done by concentrated marketing approach with an alternative product Specialization patterns. Chosen positioning strategy includes positioning Attribute, User positioning, positioning Benefit, Quality positioning, and Proenvironment Positioning. IMC variety of activities ranging from Advertising, Sales Promotion, Direct Marketing, Personal Selling, Public Relations and Internet Marketing is executed. This supports the positioning of the various activities, among others, DBL as a student athlete, The Biggest Indonesian student athlete competition, DBL as Pride., DBL as a professional event, DBL as an international event, DBL as a event sponsor youth and DBL no achieve cigarettes, alcoholic beverages and energy sponsporship. The relevance of each component is able to support each other so that positioning reinforcement., that its all.

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