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STRATEGI BAURAN KOMUNIKASI PEMASARAN UNTUK PT MUSTIKA RATU

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The opportunity of Mustika Ratu to use traditionalism issue then backed up within the latest
world situation which gives the opportunity for traditionalism to emerge. Mustika Ratu is
supposed to create a strategy to benefit more from the opportunity. The writer predicts that the benefit that Mustika Ratu may get is strengthening its image and position as the traditional company and gain the better sales revenue and profit. Therefore to reach the objective, the writer suggests Mustika Ratu to apply Integrated Marketing Communication (IMC) and creates the IMC plan that will suitable to reach the objective.

Therefore the marketing communication of Mustika Ratu will focus to penetrate the traditional image. The activities will be divided into soft sell and hard sell strategy. Advertising, public relation and publicity will be used to support the soft sell strategy that will tone deeper to the image objective. The media that are considered the best to reach the target will be television, newspaper, tabloids, magazines and billboard. While the hard sell strategy will use sponsorship, personal selling and sales promo to support the sales target. The hard strategy will not only target to the end consumer, but also to the distributor (trade-oriented) by giving them some incentive. The personal selling strategy will use sales promotion girl who will be located in the area where the target market usually buy Mustika Ratu such as modern market and traditional market. To support their approaching; Mustika Ratu will do the brand activation.

The campaign strategy will use the theme that creates emotional movement to the target audience. Mustika Ratu will use brand heritage theme. That is because heredity must be something that is valuable enough to transform to the next generation. The heritage theme will communicate that Mustika Ratu is very valuable products to be used. The heredity theme also can support the FCB Grid since Mustika Ratu core business is to produce cosmetics, toiletries and internal treatments. To control whether the strategy is going well, the evaluation program must be done. The evaluation method will be used is the surveys method.

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Availability

30003235

3235

RLC MM (Server RLC)

Available

Detail Information

Series Title

Tesis

Statement of Responsibility

Dinora Refiasari

Call Number

3235

Publisher

Salemba, Jakarta : Magister Manajemen FEB UI., 2008

Collation

in processus

Language

Indonesia

ISBN/ISSN

-

Classification

650

Content Type

text

Edition

-

Subject(s)

Tesis

Specific Detail Info

Contact Library to get the soft file

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