Strategi bauran promosi pada produk cat Duta Paint CV Dharma Utama Kota Batu

Asrori, M. Nidhom (2013) Strategi bauran promosi pada produk cat Duta Paint CV Dharma Utama Kota Batu. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Dengan semakin cepatnya pertumbuhan perekonomian suatu negara, tingkat persaingan didunia industri juga semakin ketat, termasuk di industri properti. Agar bisa bertahan di pasar, produsen harus bisa mendistribusikan produknya hingga mampu menjangkau ke tempat yang paling dekat dengan konsumen agar produk tersebut dapat dinikmati secara cepat. Agar dapat bertahan di tengah persaingan itu, mereka harus mempunyai strategi bauran promosi yang tepat. Di tengah persaingan dan berbagai hambatan yang harus dihadapi oleh produsen cat dalam kegiatan komunikasi pemasarannya, mereka berupaya untuk memilih strategi yang mereka anggap paling jitu. Misalnya, banyak produsen cat yang rela mengeluarkan anggaran yang besar dengan iklan durasi panjang atau dengan mendukung event-event besar. Namun tidak demikian dengan CV Dharma Utama yang lebih memilih komunikasi langsung dengan konsumen dalam strategi bauran promosi mereka.

Tujuan dari penelitian ini adalah untuk menggambarkan bagaimana strategi bauran promosi yang diterapkan CV Dharma Utama dalam memasarkan cat tembok Duta Paint agar dapat menjadi cat tembok pilihan konsumen, serta bagaimana implikasi penerapan strategi bauran promosi untuk kelangsungan hidup perusahaan. Penelitian ini menggunakan metode deskriptif kualitatif. Data dari penelitian ini diperoleh dengan melakukan wawancara, observasi, dan dokumentasi.

Hasil penelitian menunjukkan bahwa sebelum menentukan strategi bauran promosinya, CV Dharma Utama melakukan berbagai analisis, baik internal maupun eksternal. Setelah melihat berbagai pertimbangan yang mendasarinya, maka ditetapkan strategi bauran promosi yang meliputi tujuan, pelaksana, pesan, media, audiens, waktu, anggaran, dan evaluasi. Sedangkan dalam aplikasi bauran promosinya, CV Dharma Utama menggunakan elemen promosi secara terintegrasi, yang meliputi iklan, promosi penjualan, personal selling, dan hubungan masyarakat.

ENGLISH:

With the rapid growth of the economy of a country, the level of competition in the industrial world also increasingly tight, including in the property industry. In order to survive in the market, manufacturers should be able to distribute its products to be able to reach out to the closest place to the consumer that the product can be enjoyed quickly. To be able to survive in the competitive, they must have the proper promotional mix strategies. In the midst of competition and barriers that must be overcome by paint manufacturers in marketing communication activities, they try to choose the strategy that they think is most telling. For example, many paint manufacturers are willing to spend big budgets with a long duration advertisement or by supporting major events. But not so with CV Dharma Utama who prefer direct communication with consumers in their promotional mix strategies.

The purpose of this study is to describe how the promotional mix strategies are applied CV Dharma Utama in marketing paint "Duta Paint" in order to be paint the walls consumer choice , as well as how the implications of the application of promotional mix strategies for the company's survival. This research uses descriptive qualitative method. Data from this study were obtained by interview, observation, and documentation.

The results showed that before determining promotional mix strategies, CV Dharma Utama perform a variety of analyzes, both internally and externally. After seeing many underlying considerations, it was determined that the promotion mix strategy includes objectives, implementing, messaging, media, audience, time, budget, and evaluation. While the promotional mix application, CV Dharma Utama uses integrated campaign elements, which includes advertising, sales promotion, personal selling, and public relations.

Item Type: Thesis (Undergraduate)
Supervisor: Asnawi, Nur
Keywords: Bauran Promosi; Mix Promotions
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications
Departement: Fakultas Ekonomi > Jurusan Manajemen
Location: 150502
Depositing User: Imam Rohmanu
Date Deposited: 09 Oct 2015 02:12
Last Modified: 09 Oct 2015 02:12
URI: http://etheses.uin-malang.ac.id/id/eprint/2395

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