Integrated Marketing Communication Strategy On Home Industry Mie Sagu Barokah In Increasing Of Customers
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Institusion
Politeknik Negeri Bengkalis
Author
Suryani, Risa
Subject
574 Pemasaran
Datestamp
2021-08-31 10:00:07
Abstract :
This study aims to determine the segmentation, targeting and positioning (STP) on Home Industry Mie Sagu Barokah, the Integrated Marketing Communication strategy, the obstacles faced in implementing the Integrated Marketing Communication strategy and the solution to these obstacles. This study used descriptive qualitative method. The data collection technique is done by interview, observation and documentation. The results showed that the Home Industry Mie Sagu Barokah uses demographic and psychographic segmentation, the main target in marketing is housewives using Concentrate marketing determination and positioning products according to price, quality and competitors. The strategy of Integrated Marketing Communication on Home Industry Mie Sagu Barokah is to use advertising through printed media in the form of stickers and internet media in the form of whatsapp and websites, sales promotion by participating in trade shows and personal sales by relying on agents. The obstacles in implementing the Integrated Marketing Communication strategy are that there are competitors with the same target market, lack of costs and ineffective sales promotions due to Covid-19. The solution to dealing with these obstacles is to improve product quality, set aside sales proceeds and continue to sell via whatsapp.
This study aims to determine the segmentation, targeting and positioning (STP) on Home Industry Mie Sagu Barokah, the Integrated Marketing Communication strategy, the obstacles faced in implementing the Integrated Marketing Communication strategy and the solution to these obstacles. This study used descriptive qualitative method. The data collection technique is done by interview, observation and documentation. The results showed that the Home Industry Mie Sagu Barokah uses demographic and psychographic segmentation, the main target in marketing is housewives using Concentrate marketing determination and positioning products according to price, quality and competitors. The strategy of Integrated Marketing Communication on Home Industry Mie Sagu Barokah is to use advertising through printed media in the form of stickers and internet media in the form of whatsapp and websites, sales promotion by participating in trade shows and personal sales by relying on agents. The obstacles in implementing the Integrated Marketing Communication strategy are that there are competitors with the same target market, lack of costs and ineffective sales promotions due to Covid-19. The solution to dealing with these obstacles is to improve product quality, set aside sales proceeds and continue to sell via whatsapp.
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