2nd Workshop on Language, Literature and Society for Education, Wol2SED 2018, December 21-22 2018, Solo, Indonesia

Research Article

Utilizing Local Content: Strategy to Get Closer to the Consumers through Suprastructure and Positioning Analysis

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  • @INPROCEEDINGS{10.4108/eai.21-12-2018.2282738,
        author={N S Wrihatni},
        title={Utilizing Local Content: Strategy to Get Closer to the Consumers through Suprastructure and Positioning Analysis},
        proceedings={2nd Workshop on Language, Literature and Society for Education, Wol2SED 2018, December 21-22 2018, Solo, Indonesia},
        publisher={EAI},
        proceedings_a={WOL2SED},
        year={2019},
        month={3},
        keywords={local content; culture; brand positioning; sundanese; positioning;  advertisement},
        doi={10.4108/eai.21-12-2018.2282738}
    }
    
  • N S Wrihatni
    Year: 2019
    Utilizing Local Content: Strategy to Get Closer to the Consumers through Suprastructure and Positioning Analysis
    WOL2SED
    EAI
    DOI: 10.4108/eai.21-12-2018.2282738
N S Wrihatni1,*
  • 1: University of Indonesia
*Contact email: novikastriwrihatni@gmail.com

Abstract

This article explained about the suprastructure and positioning of Kopi ABC Susu advertisement which uses Sundanese. The result of the research showed that the advertisement is one of the marketing strategy of a product to get close to the consumer at certain market segmentation. Positioning by translating to Sundanese became the main case to overcome the difference on the consumer’s culture. It was carried out to emphasize the brand positioning of the product among the similar products. The theory used to analyze the suprastructure includes Renkema (2004) and Kres and van Leuweeun (2006), while the analysis for positioning was based on Kasali (1998), Leech (1966) and Brierley (1995). The research was carried out as qualitative method, thus the data is interpreted as is