PERANCANGAN KAMPANYE “RIDE WITH TECHNOLOGY” VESPA GTS SUPER TECH 300 TAHUN 2020

Tujuan penulisan Tugas Akhir ini untuk mengetahui strategy seasonal yang akan
dilakukan Piaggio Vespa dan juga mengetahui media yang tepat digunakan untuk
mempromosikan produk Vespa GTS Super Tech 300 di tahun 2020 pada masa
pandemic Covid-19 ini. Penulis ingin mencari tahu kondisi persaingan di industri
sepeda motor matic khususnya kelas premium berteknologi dan kompetitornya
yaitu Yamaha X Max 250, dan membuat laporan yang akan membantu penulis
dalam merancang proposal kampanye strategi promosi Vespa GTS Super Tech 300
untuk meningkatkan brand image positif Vespa GTS Super Tech 300. Vespa
memiliki brand value yang sangat tinggi dan brand community yang sangat luas
sehingga memudahkan dalam melakukan strategi komunikasi yang akan
disampaikan kepada target audience.
Penulis menggunakan elemen – elemen Intergrated Marketing Communication
antara lain: advertising, sales promotion, digital marketing, public relation,
personal selling, dan influencer marketing dengan tema “Ride with Technology”.
The purpose of writing this Final Project is to determine the seasonal strategy that
will be carried out by Piaggio Vespa and also to know the appropriate media to
promote the Vespa GTS Super Tech 300 product in 2020 during the Covid-19
pandemic. The author wants to find out the competitive conditions in the matic
motorcycle industry, especially the premium technology class and its competitors,
namely the Yamaha X Max 250, and create a report that will help the author in
designing a promotional strategy proposal for the Vespa GTS Super Tech 300
promotion strategy to increase the positive brand image of the Vespa GTS Super
Tech. 300. Vespa has a very high brand value and a very broad brand community,
making it easier to carry out communication strategies that will be conveyed to the
target audience.
The author uses elements of Integrated Marketing Communication, including:
advertising, sales promotion, digital marketing, public relations, personal selling,
and influencer marketing with the theme "Ride with Technology".