Dwi Rini Sovia Firdaus

Judul	:	Conceiving Country-of-Brand Effect as a Communication Strategy
Abstrak	:	The increased number of exporters in the international market has caused competition in many aspects. Therefore, each exporter should come up with brilliant ideas to sustain their customers. Haditama Pradipta Lestari (HPL) is bringing a big mission towards its European market, not only to enhance the image of the company, but also for the image of Indonesia as a producer country.   Yet, there are still some apprehensive problems awaiting if markets are becoming more globalized. Because nowadays the presence of hybrid products (products with components coming from several countries), are starting to be common. In this situation, will the importance of a country brand image on consumer behavior diminish? Another problem comes from the exporter itself. Not all local exporters are interested to join a new exporting group. They found that the current groups are useless and the work performance are unsatisfying and do not give any added value, because actually the role can be done individually by any companies. This will be hard if they are expected to collaborate in order to create a country brand image for Indonesia. Therefore, one of the challenging communication strategies of this project is to persuade all cocoa & coffee exporters in Indonesia to do a local mending in a group through a group meeting. The meeting should come up to an agreement about any regulatory reform and immediately embark on a program to build a good “grown-in” image for Indonesia’s cocoa & coffee products. The exporting group should be emphasized to launch online information in the group website as well. Then, the group should work together to execute the next communication strategy towards the consumers. The approach that has been chosen was to do some advertisement in the printed and broadcasted media abroad. There are two possible budget sources to actualize the strategy that will need a total budget of 17.100 euro within the two-year time of this project. Yet, we still designed two scenarios in terms of priority. First, is when they are confronted with a short budget situation and second, is when there is enough budget to support the project. This research has also designed four time-frames to do the work based on priority. Within one year, the group should incorporate other interested stakeholders to develop new regulations. These parties should develop comprehensive new sets of regulations and guidelines for all crop taking activities. In this time-frame, some workshops are recommended to apply a source protection plan that would incorporate comprehensive plant cultivation and soil preservation, which might lead to the establishment of “ideal exported crops”.  Finally, the work within the second year is mostly on evaluating the whole system and maintaining communication with some important parties, such as at the local, provincial and industry-wide levels. This is important to maintain the good reputation that has been built within the two years period of the project. Keywords: hybrid products, cocoa & coffee exporters, intermediaries, country-of-brand
Tahun	:	2013	Media Publikasi	:	Prosiding
Kategori	:	Prosiding	No/Vol/Tahun	:	- / - / 2013
ISSN/ISBN	:	ISBN: 978-602-96984-1-1
PTN/S	:	Universitas Pakuan	Program Studi	:	ILMU KOMUNIKASI
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