Carving Image: Impactful Amistartop Brand Communication Strategy and Tactics

Faizal Abrudin, Leila Mona Ganiem

Abstract


Abstract: Crop protection industry grows with an increase in registration reaching 1,049 products, including 57 brands under Azoxistrobyn (AZT) category to control disease and increase grain weight. This encourages tighter and more aggressive market competition leading to challenges in Syngenta Indonesia’s AmistarTop in building brand awareness among growers. The aim of this research is to comprehensively examine brand communication strategy of AmistarTop to increase brand awareness among growers. A qualitative approach with a case study method is used by utilizing multisource data. The results indicate that AmistarTop’s brand communication applies (i) brand building approach, including mass media advertising, public relations; and (ii)  brand-business approach, including digital interactive media with the brand communication umbrella "Rice is Life". Billboard is the only activity executed within mass media advertising driven by specific target. Public relations is significantly applied using a public information model through special on-field marketing events, community relations, and media relations. Digital interactive media is carried out through website and social media with informative, interactive and collaborative properties. Modifying AmistarTop's brand communication tactics includes exploration of more mass media channel, increasing public relations activities with a two-way symmetrical model approach, and intensifying digital interactive media content with patterned and scheduled uploads will enrich ways of reaching more growers and establish brand awareness.

References

Alsubaie, A. Q., & Lyndon, N. (2020). The perceived impact of social media access on rural communities in Al-Ahsa region, Saudi Arabia. e-Bangi Journal of Social Science & Humanities, 17(9), 61-74. http://journalarticle.ukm.my/17016/1/44616-143561-1-SM.pdf

Bayunitri, B. I., & Putri, S. (2016). The effectiveness of visualization the logo towards brand awareness (Customer surveys on product “Peter Says Denim”). Procedia - Social and Behavioral Sciences, 219, 134-139. https://doi.org/10.1016/j.sbspro.2016.04.054

Bungin, B. (2001). Metodologi penelitian komunikasi. PT Rajagrafindo Persada.

Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139. https://doi.org/10.1108/AJEMS-03-2013-0031

Durianto. (2017). Strategi menaklukan pasar melalui riset ekuitas dan perilaku merek. Gramedia Pustaka Utama.

England, E., & Finney, A. (2011). Interactive media-what’s that who’s involved. ATSF White Paper-Interactive Media UK.

Ganiem L, M., & Kurnia, E. (2019). Komunikasi korporat. Prenamedia Group.

Gupta, R., & Nair, K. (2021). Customer engagement and brand communication strategies during covid-19. International Journal of Entrepreneurship, 25(1). https://www.abacademies.org/articles/customer-engagement-and-brand-communication-strategies-during-covid19.pdf

Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers' perceptions of best practice. Journal of Reserch In Interactive, 8(4), 269-293. http://dx.doi.org/10.1108/JRIM-02-2014-0013

Istri, A. A., Dwijayanti, P., Agung, G., Suryawati, A., Nyoman, N., & Pascarani, D. (2017). Strategi brand communication PT. Puncak Keemasan Dunamis Indonesia dalam membangun awareness terhadap produk animasi beakbug. Jurnal Ilmiah Mahasiswa Ilmu Komunikasi MEDIUM, 1(1). https://jurnal.harianregional.com/komunikasi/id-33673

Kennedy, John E., & R, Soemanagara.(2006). Marketing communication. PT. Buana Ilmu Populer.

Kotler, P. (2002). Manajemen pemasaran. Edisi Milenium.

Kotler P., & Keller, K. L. (2009). Manajemen pemasaran. Erlangga.

Krisyantono, R. (2006). Teknik praktis riset komunikasi. Kencana Prenada Media Grup.

Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3), 376-402. https://doi.org/10.1080/02650487.2020.1788311

Makrides, A., Vrontis, D., & Christofi, M. (2020). The gold rush of digital marketing: Assessing prospects of building brand awareness overseas. Business Perspectives and Research, 8(1), 4–20. https://doi.org/10.1177/2278533719860016

Marshall, P. (2022). A Latent Allocation Model for Brand Awareness and Mindset Metrics. International Journal of Market Research, 64(4), 526–540. https://doi.org/10.1177/14707853211040052

Nosrati, M., Karimi, M., Hariri, M., & Malekian, K. (2013). Edge detection techniques in processing digital images: Investigation of canny algorithm and gabor method”. World Applied Programming Journal, 3(3), 116-121. https://www.scribd.com/document/251461811/Edge-Detection-Techniques-in-Processing-Digital-Images-Investigation-of-Canny-Algorithm-and-Gabor-Method

Miao, Y. (2021). Brand communication of intangible elements delivery. Journal of Marketing Communications, 27(3), 284–306. https://doi.org/10.1080/13527266.2019.1674363

Meleong, L. (2010). Metodologi penelitian kualitatif. PT Remaja Rosdakarya Offset.

Nuji M. N. N, , & Sulaiman, W. I. W. (2015). Public relations and job performance: The transformation in Malaysia. e-Bangi Journal of Social Science & Humanities, 12(2) 134-148. https://ejournal.ukm.my/ebangi/article/view/11251

Ohajionu U. C, & Mathew, S. (2015). Advertising on social media and benefits to brand. e-Bangi Journal of Social Science & Humanities, 12(2), 335-351. https://ejournal.ukm.my/ebangi/article/view/12876 =
Prabawa. (2020). Hubungan strategi komunikasi penyuluh pertanian dengan pertanian dengan perilaku jahe. Nilacakra Publishing House.

Rahman, A., Subiakto, V. U. K., Admojo, T. J., & Hariyati, F. (2020). Political marketing communication in building brand awareness towards young voters. International Journal of Communication Research, 10(3), 286–295. https://www.proquest.com/openview/eea7570e9b99f1d8eafdd5c3f175d907/1?pq-origsite=gscholar&cbl=1606361

Rusdy, A. S., & Sunartomo, A. F. (2020). Proses komunikasi dalam penyuluhan pertanian program system of rice intensification (SRI). Kirana, 1-11. https://doi.org/10.19184/jkr

Sadek, H., & Elwy, S. (2018). The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: The case of Egypt. Journal of Business and Retailer Management Reasearch (JBRMR), 12(2), 107-120. https://jbrmr.com/cdn/article_file/content_79773_18-01-19-01-43-17.pdf

Salim, S. (2001). Teori dan paradigma penelitian sosial dari genzin guba dan penerapannya. (Ed). Tiara Wacana
Soemanagara. (2006). Strategic marketing communication (konsep strategi dan terapan). PT Alpabeta.

Sugiyono. (2007). Metode penelitian kualitatif. Alfabeta.
Schultz, D. E., & Barnes, B. E. (1999). Strategic Brand Communication Campaigns. NTC Business Books.

Smith, P.R. (1998). Marketing communications: An integrated approach. Kogan Page Limited.

Sugiyono. (2011). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta

Sumiarto, B. (2021). Pemikiran guru besar Universitas Gadjah Mada menujuIndonesia maju 2045: Bidang agro. UGM Press. https://books.google.com.sg/books?id=EnpREAAAQBAJ&dq=kehilangan+hasil+karena+hama&lr=&hl=id&source=gbs_navlinks_s

Sundaravel, E., & Elangovan, N. (2020). Emergence and future of over-the-top (OTT) video services in India: Analytical research. International Journal of Business, Management, and Social Research, 8(2), 489-499. https://doi.org/10.18801/ijbmsr.080220.50
Van Gelder, S. (2003). Global brand strategy: Unlocking brand potential across countries, cultures & markets. Kogan Page.


Full Text:

PDF


DOI: http://dx.doi.org/10.17576//ebangi.2024.2103.45

Refbacks

  • There are currently no refbacks.


-


 

_________________________________________________

eISSN 1823-884x

Faculty of Social Sciences & Humanities
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor Darul Ehsan
MALAYSIA

© Copyright UKM Press, Universiti Kebangsaan Malaysia