The presence of new competitors in the product Cigarettes, which are so aggressive that Gudang Garam and Djarum Brown Red 76. It is feared that the presence of competitors can menggrogoti market that has been dominated by Dji Sam Soe, who is a product that has the largest contribution in revenue of PT HM Sampoerna.
This study uses some of the concepts associated with titles such as event sponsorship strategy, sponsorship and brand equity. In the event sponsorship will discuss about the event itself and to create brand equity discusses changes to the brand image Sji Sam Soe cigarettes. The method used to study is a qualitative research case study focused on the application of event sponsorship strategy adopted by PT HM Sampoerna began in 2011's.
This is a marketing strategy of PT HM Sampoerna PT aimed at changing the image of Dji Sam Soe. This strategy is a strategy of creating their own events so that PT HM Sampoerna can be said to be in full control of events held and not dependent on others. It can be concluded that the purpose of PT HM Sampoerna in maintaining customer loyalty through event sponsorship program strategy Dji Sam Soe successful.
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