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PELAKSANAAN STRATEGI PROMOSI PT. INTI DAYA GUNA ANEKA WARNA DALAM MENINGKATKAN BRANDING PRODUK

Kubangun, Ahmad Irso (2018) PELAKSANAAN STRATEGI PROMOSI PT. INTI DAYA GUNA ANEKA WARNA DALAM MENINGKATKAN BRANDING PRODUK. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The reason the author examines this problem is, their competitors from PT.INDANA which has a larger brand names in Malang such as Nippon Paint which is also one of the leading paint. This study aims to determine how promotional strategies conducted by the Marketing Communications PT.INDANA in enhancing product branding. Presentation of data presented by the concept of the promotion strategy described by Tjiptono namely the promotion is essentially a marketing communication, meaning that the marketing activities that seek to disseminate information, influence / persuade, or remind the target market for the company and its products to be willing to accept, purchase and loyalty to the product offered by the company concerned. Methods This study used a qualitative approach. Determination of additional research subjects and informants using purposive sampling techniques to determine the subject of research based on traits and characteristics required. Subjects were Marketing Communications PT.INDANA, while informants are several divisions in PT.INDANA namely, Division Production Manager, Marketing Manager, Research and Development, Quality Control, Graphic Design, Painters and Creative Team. Data collection techniques in this study using three methods, namely, observation, interview and documentation techniques. The conclusion from this research that promotional strategies conducted by the Marketing Communications PT.INDANA in enhancing product branding is a strategy that went directly to the public with the specification to the family. This is one step for his own brand of decofresh became a center of attention in the community at any time, because the position of the brand in the midst of society. In addition to using a separate program from the company, PT.INDANA also still accept other forms of cooperation EO which allows of such cooperation can bring the image of the product to the customer's eyes in the hope of an increase in product branding can be measured from the level of the campaign carried out.

Item Type: Thesis (Bachelors Degree (S1))
Additional Information: 201210040311380
Uncontrolled Keywords: Communication, Company, PT. Indana, Product Branding
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 11 Jan 2019 07:17
Last Modified: 11 Jan 2019 07:17
URI : http://eprints.umm.ac.id/id/eprint/43210

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