survei Branding Bali

survei Branding Bali

Flow Process Bali Branding Tahap I : 10-12 minggu Tahap II : 2-4 minggu Tahap III : 3-4 minggu Tahap IV : 3-4 minggu Tahap V Tahap I: Insight Finding Tahap II: Penyamaan Persepsi Tahap III: Perumusan Identitas Bali Tahap IV: Perumusan Strategi Aktivasi Merek Bali Tahap V: Implementasi dan Evaluasi Tahap IA: In-depth interview dengan stakeholder Bali Tahap IIA: Diskusi stratejik dengan stakeholder Bali Tahap IIIA: Pengembangan differentiation, positioning dan personality Bali Tahap IVA: Pengembangan taktik dan program-program internal branding Bali Tahap VA: Eksekusi dan evaluasi programprogram internal branding Bali Tahap IB: Focus group discussion dengan stakeholder Bali Tahap IC: Analisa kompetensi internal dan pesaing Bali Tahap IIB: Pengembangan visi, misi dan nilainilai Bali Tahap IIIB: Pengembangan identitas visual Bali Tahap IVB: Pengembangan taktik dan program-program external branding Bali Tahap VB: Eksekusi dan evaluasi program-program external branding Bali

Flow Process Research Branding Studi Studi Pendahuluan Pendahuluan StudiLiteratur: StudiLiteratur: koran, koran, majalah, majalah, data data lampau, lampau, internet, internet, dll dll Qualitative Research In-depth Interview, FGD ProsesData ProsesData dananalisis dananalisis Data Data Data Sekunder Data Primer Pembuatan Pembuatan report report Persiapan: Tim Lapangan Kuesioner Logistik(Gift, suratsurat, dll) Training tenaga lapangandan sosialisasi projek Survei Lapangan Quantitative Research

Target Respondent Government Internal Stakeholder Local Entrepreneur People - Community Tourist Investor Trader External Stakeholder

Nilai Utama (Core Value) Tri Hita Karana (Balancing in multisector) Pemerintah Trade Tourism Tri Hita Karana Masyarakat Pelaku Bisnis Investment

Warisan leluhur yang berharga menurut Pendapat masyarakat 41.3 26.2 23.7 Warisan nenek moyang % Pura 41.3 Budaya 26.2 10.0 Adat Istiadat 23.7 Kesenian 10.0 Tanah 4.2 Agama Hindu 4.1 Pura Budaya Adat Istiadat Kesenian Tari-tarian 3.2 Subak 1.8 Upacara Agama 1.4 Konsep Mayana braya (gotong Royong) 1.2 126.9 n = 900

Image yang tepat menggambarkan BALI. 53.5% 26.5% 21.9% 16.5% Surga/ Paradise Keseimbangan Harmoni Vacation/Liburan Wilayah Survei Image Bali Buleleng Jembrana Tabanan Badung Denpasar Gianyar Bangli Klungkung Karang Asem Total % % % % % % % % % % Surga/ Paradise 44.0% 65.0% 21.6% 60.5% 56.0% 55.0% 65.0% 64.7% 45.0% 53.5% Keseimbangan 17.0% 13.0% 25.7% 44.2% 16.0% 20.0% 39.0% 30.4% 43.0% 26.5% Harmoni 21.0% 32.0% 9.0% 27.9% 16.0% 15.0% 25.0% 26.5% 27.0% 21.9% Vacation/Liburan 29.0% 8.0% 5.6% 25.6% 31.0% 17.0% 15.0% 9.8% 12.0% 16.5% Relaxasi 19.0% 6.0% 4.2% 7.0% 18.0% 6.0% 6.0% 12.7% 7.0% 9.8% Inspirasi 13.1% 7.0% 3.1% 7.0% 7.0% 14.0% 9.0% 5.9% 11.0% 8.7%

Nilai-nilai yang ada di masyarakat BALI Kekeluargaan 92% Saling Menolong 79% Kejujuran 65% Bermasyarakat 64% Melestarikan nilai-nilai tradisional 52% Kehidupan yang religius 40% Bertanggung Jawab 37% Toleransi Hidup 35% 92% 79% 65% 64% 52% Keharmonisan keluarga 35% Disiplin Diri 25% Kreatifitas 23% Kekeluargaan Saling Menolong Kejujuran Bermasyarakat Melestarikan nilai-nilai tradisional

Tagline Bali yang Populer (Menurut Wisatawan) Tagline Bali yang diketahui Asal Negara Jepang Australia Eropah Asia USA Total The island of god 46.7% 26.8% 41.6% 32.1% 32.5% 37.3% The last paradise 26.7% 22.0% 26.4% 26.4% 17.5% 25.4% The thousand of temple 11.7% 9.8% 23.2% 22.6% 17.5% 18.3% Bali is the ispiration 16.7% 12.2% 8.0% 17.0% 15.0% 12.2% Bali is my life 6.7% 2.4% 8.0% 7.5% 0.0% 5.8% The morning of the world 3.3% 0.0% 4.8% 3.8% 10.0% 4.6% other, please specify 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Don't know 10.0% 24.4% 20.0% 20.8% 27.5% 20.5%

Persepsi Wisatawan pada Bali dan Pesaing 4.50 4.30 4.10 3.90 4.25 4.23 4.16 3.91 3.70 3.50 3.67 3.30 3.10 2.90 2.70 2.50 4.11 beautiful scenery culture / history Environment Pleasant climate Welcome / friendly people Relaxed pace of life Bali Malaysia Thailand India

Persepsi Wisatawan pada Bali dan Pesaing 4.50 4.30 4.10 3.90 3.91 3.86 3.86 3.70 3.50 3.44 3.46 3.46 3.30 3.10 2.90 3.70 Nightlife/entertainment Services available Access/ accommodation Price / quality ratio pretty town Activities/ sports available Discover something new Bali Malaysia Thailand India

Brand Vision To Become The World s Place of Harmonious Peace Brand Mission Pawongan Parahyangan Palemahan Product TOURISM AGRICULTURE SME's Brand Differentiation CULTURAL SPIRITUAL NATURAL Brand Personality Kekeluargaan Kejujuran Keseimbangan Kesederhanaan Kreatif People Hindu Bali

Brand Concept Brand Differentiati on Habit As Spiritual Spiritual Value Tri Hita Karana Brand Positioning A Sanctuary of Harmonious Peace Cultural Value Natural Value Brand Personality Balance Harmonious People