STRATEGI KOMUNIKASI PEMASARAN PT. COCA COLA BOTTLING INDONESIA CENTRAL JAVA DALAM PERIODE 2007

Coca Cola is a global brand of beverage to be a pioner in the carbonated beverage. The marketing of the Coca Cola covering throughout the world shows that a commucation strategy carried out by the Coca Cola is highly successful. Nearly each year the promotion deparunent of the company seeks to improve their previous communication strategy of marketing with a new strategy that is more up-to-date in accordance with the social condition of society. At the beginning of 2007, the Coca Cola have proposed the new communication strategy of marketing with a main target of teenager segment by the slogan uf "Hidup Ala Cola Wa" packaged in a campaign of positifiesta. This study aims at finding out the communication strategy of marketing, as well as supporting and obstaeling faetors in the newest advertising of the Coca Cola. This study is conducted in the PT. Coca Cola Bottling Indonesia Central Java, Semarang. It uses a descriptive qualitative method with primary data being obtained from interviews conducted with the General Manager and Department of Hurnan Resources of P.T Coca-Cola Bottling Indonesia (CCBI), Central Java Area, while secondary data are from literature study. The technique of data collection in the study is an interactive model, i.e. an indepth interview, direct observation and documentation obtained from the study. Result of the study is then analyzed on the base of theory on the communication strategy of marketing and the creative strategy of advertising. Data concerning the formulation, arrangement, and implementation of the communication strategy of marketing obtained from the P.T CCBI Central Java are then analyzed on the base of the writer's thoughts reflected in the frame of thought. The data. was piew;otbly