Strategi Rebranding C Radio Semarang

Abstract

As a media company, radio needs to make changes periodically so they dont get abandoned by their listeners, especially when the business and branding are already unprofitable. C Radio Semarang, C which stands for Celebrate, rebranded itself after 4 years focusing on the concept of young adult. Some changes included the concept of broadcasting to the breath of each output of its products. This rebranding was carried out after C Radio Semarang felt an overlap with its sister company, namely Radio Idola, starting from the segmentation of the listeners made and also the programs given to its listeners, and this did not have a positive impact on C Radio Semarang, therefore the researcher will explore what strategies are being carried out by C Radio Semarang in its rebranding activities. The results of this research are that there are several things done by C Radio Semarang, namely the specification of the market share, product creativity, strengthening promotion. These three things become the strength of C Radio Semarang's rebranding strategy. This research is a qualitative study using a case study method and in-depth interviews as a way to obtain data.