STRATEGI KOMUNIKASI PEMASARAN TERPADU (INTEGRATED MARKETING COMMUNICATIONS) KAOS DANK! PEKANBARU DALAM MENINGKATKAN PENJUALAN PRODUK

Abstract

Before implementing the marketing strategy, the entire marketing strategy should be built upon three main steps in targeted marketing that STP-Segmentation, Targeting and Positioning. Furthermore, the most important part of the marketing strategy is the existence of marketing communications. In order to design effective marketing communication every marketing need to understand the communication process in General. For that it needs a strategy that can reach all of that in order to be able to run effective marketing communications and integrated. One of them is to do Integrated Marketing Communications.The purpose of this research is to know and analyze Segmentation, Targeting and Positioning (STP) Dank! Pekanbaru in increasing sales as well as to know and analyze the Integrated Marketing Communication relating to advertising, public relations, sales promotion, marketing and face-to-face sales with social media.
This research uses descriptive qualitative approach method. Data collection techniques used in this research is the observation, interview and documentation. While data analysis techniques to do with activity data reduction/reduction of data, data display/presentation of data, and drawing conclusion/verification. Further test the validity of the data was conducted using a test of credibility.
The results showed that The Dank! Pekanbaru has three main steps in marketing that include Segmentation, Targeting and Positioning to enhance sales of The Dank! Pekanbaru, where the segmentation of The Dank! Pekanbaru is for consumers who have the upper middle economy, with targeting or a target market for all people and all ages, as well as for positioning itself The Dank! have the things that are not owned by other similar products. As for the Integrated Marketing Communications relating to advertising, public relations, sales promotion, marketing and face-to-face sales with social media is rated with a maximum running yet.
Keywords: segmentation, targeting, positioning, integrated marketing communication strategy, dank! pekanbaru