Universitas Riau Kepulauan Penelitian THE ANALYSIS OF KIWI’S MARKETING COMMUNICATION APPLICATION IN ORDER TO CHALLENGE “THE BIG FISH” AND COMPETE IN AUSTRALIA AND GLOBAL MARKET.

THE ANALYSIS OF KIWI’S MARKETING COMMUNICATION APPLICATION IN ORDER TO CHALLENGE “THE BIG FISH” AND COMPETE IN AUSTRALIA AND GLOBAL MARKET.

Edwin Agung Wibowo

(Dosen Tetap Prodi Manajemen Fakultas Ekonomi UNRIKA Batam)

Abstract

The purpose of this report is to establish a fully integrated marketing communication plan for Kiwi to become a successful challenger brand in shoe and foot-care market. Kiwi as a shoe care giant, famous with its “Passion for Shoes” slogan, is facing a big challenge where the social context has moved against it. Nowadays, the customers prefer to buy a new pair of shoes rather than putting some effort to keep their shoes in a good condition. In response to this, Kiwi needs to reposition itself and break with the immediate past as a brand that only provides shoe polished related product and become a leader in the shoe and foot care category.This integrated campaign will be focused on Kiwi’s recently released product of “Kiwi Smiling Feet” by communicating it through all effective channels of marketing, including Public Relation, Advertising, Sponsorship programs and internet marketing. The role of each marcomm supplier will be briefly stated in this report.

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