MANAJEMEN KOMUNIKASI DALAM PERSONAL SELLING PRODUK ICE CREAM WALL’S DI MALANG Studi pada PT. Lukindari Permata Wall’s di Malang

Paramitri, Sagita (2009) MANAJEMEN KOMUNIKASI DALAM PERSONAL SELLING PRODUK ICE CREAM WALL’S DI MALANG Studi pada PT. Lukindari Permata Wall’s di Malang. Other thesis, University of Muhammadiyah Malang.

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Abstract

High competition of food and beverage product, especially in Malang city forced PT. Lukindari Permata Wall’s did many promotion of Ice Cream Wall’s to increase the brand image, increasing the higher profit and recalled the consumer about the company’s product, one of them personal selling through Sales Promotion Girl. Direct selling needs a step by step plan so that in application there wouldn’t be any loss caused by their zero result. From the above thought, the writer interested to reveal further into research titled “Communication Management of Ice Cream Wall’s Personal Selling Product in Malang Study at PT. Lukindari Permata Wall’s in Malang”. Management function, according to the classical tradition, consisted of planning, implementing, organizing, controlling, and evaluating. Where the management function in organizational communication run together and complete each other. The research used qualitative descriptive approach. Data collection used structured interview and passive participant observation used to strengthen finding resulted from interview result. The subject who become informers were chosen according to certain criteria. People who related with personal selling communication management and personal selling communication practice of Wall’s ice cream product in Malang. Data analysis were processed in induction, interpretation, and conceptualization way. Interview and observation found that in planning process, what became the market target’s segmentation of Wall’s Ice Cream were children to old people. Wall’s Ice Cream product was developed with various ice cream made as the market target from children to old people. That’s why the positioning product form of Wall’s Ice Cream were made in various measurement from tub variant for family consumers or cone stick for teenagers and children, various taste, package, and price. Ini personal selling communication management of Wall’s Ice Cream, the communicator were SPG who were the representative of the company in consumer approach and increasing the product image and company. Market place stand of the SPG were modern trade which used automatic cashier machine and reached BEP stated by PT. Lukindari Permata Wall’s, more than a million per days. Message packaging made as the company’s vision and mission, where the message phase stated by SPG should grow the consumer attention, so that it would increase the trust and create purchase by the consumer. Media usage in helping personal selling communication through SPG was also important. Promotion media used in personal selling communication by SPG of Wall’s Ice Cream were brochure and catalogue. Beside, PT. Lukindari Permata Wall’s also counted on merchandising to help communication between SPG personal with their consumer candidate. From the evaluation there could be concluded that personal selling communication application by using SPG was effective enough to increase Wall’s ice cream selling and increasing positive image in consumer ice by presentation which was done by SPG. Through evaluation, PT. Lukindari Permata Wall’s also did improvement in personal selling communication program through SPG.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 26 Jun 2012 04:55
Last Modified: 26 Jun 2012 04:55
URI: http://eprints.umm.ac.id/id/eprint/9548

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