Strategi rebranding Datsun dalam memasuki pasar Low Cost Green Car (LCGC) (Studi pada PT.Wahana Trans Lestari Medan Indomobil Nissan-Datsun Gatot Subroto)

Abstract

A brand is a form countenance from the company, Brand used certainty represent a company specialization. Brand is very important in the society. This loyality aim to brand loyality. Like The PT.Nissan make rebranding againts Datsun brand as a brand who has long off for raised back in Indonesian otomotive market and specialize market that is Low Cost Green Car (LCGC). This research was purposed to determine whether (1) Find out the reasons PT.Nissan do rebranding againts The Datsun brand in otomotive market Indonesia (2) Find out the aspects rebranded by PT.Nissan againts Datsun brand (3) Find out the process of rebranding strategy by PT.Nissan in the entered Low Cost Green Car (LCGC) market in Indonesia. This research does in PT. Wahana Trans Lestari Medan Indomobil Nissan-Datsun Gatot Subroto Medan. The methods of this research use qualitative research method with the cases study approach. The data research obtained form observation, depth interview and librarian study. The informant in this research constitute whose choosed and how much of organizational commitment and job satisfaction can effected organizational citizenship behavior on Datsun brand as Marketing Manager, HRGA Manager and Sales Executive. Result of the research indicate to The Datsun brand raised back to Indonesisan otomotive market because the emerge otomotive market in Indonesia that is Low Cost Green Car (LCGC) market. Datsun Rebranding Strategy more head for the changes visualization side and marketing side which do with determine Segmenting, Targetting, Positioning and Differientating