Penerapan sostac planning system dalam strategi sales promotion kris hand & body lotion premium oleh pt. sinar antjol

Komala, Willy Sasmita (2011) Penerapan sostac planning system dalam strategi sales promotion kris hand & body lotion premium oleh pt. sinar antjol. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Persaingan di bidang marketing timbul di berbagai aspek atau kategori. Salah satu kategori yang dimaksud adalah produk Hand & Body Lotion. PT. Sinar Antjol merupakan perusahaan yang memiliki produk di kategori Hand & Body Lotion. Produk tersebut adalah Kris. Dalam upaya untuk dapat mendapatkan Top Brand di kategori Hand & Body Lotion, PT. Sinar Antjol membuat produk Kris yaitu Kris Premium. Oleh karena itu dalam perencanaan peluncuran produk Kris Premium, PT. Sinar Antjol akan menetapkan strategi sales promotion dalam upaya mendapatkan konsumennya. Dalam penerapan menentukan strategi sales promotion pada Kris Hand & Body Lotion Premium, Penulis menggunakan SOSTAC planning system. SOSTAC planning system ini terbagi menjadi enam elemen, yaitu Situation analysis, Objectives, Strategy, Tactic, Action, dan Control. Dari penerapan SOSTAC planning system ini, PT. Sinar Antjol menentukan untuk menggunakan sales promotion yaitu trade oriented promotion dan customer oriented promotion. Bentuk-Bentuk trade oriented promotion adalah contest & incentive dan buying allowances, sedangkan bentuk customer oriented promotion adalah specialties dan price reduction. Taktik ini akan dilaksanakan di sepuluh kota di Indonesia dalam jangka waktu tujuh bulan, yaitu bulan Mei – November 2011. Dalam melakukan magang di PT. Sinar Antjol, Penulis dapat menyarankan agar PT. Sinar Antjol dapat dapat menggunakan sales promotion tools lainnya seperti sampling, purchase of materials yang sesuai dengan kebutuhan sehingga tujuan dapat tercapai sesuai dengan yang diharapkan. / Competition in market field arises in various aspects or categories. One of the categories is the product of Hand & Body Lotion. PT. Sinar Antjol is a company who has products in the category Hand & Body Lotion. The products are Kris. In an effort to be the Top Brand in category of Hand & Body Lotion, PT. Sinar Antjol launches Kris product named Kris Premium. Therefore, in the planning of Kris Premium product launch, PT. Sinar Antjol will establish sales promotion strategy in order to get customers. In application for determining sales promotion strategy on Kris Hand & Body Lotion Premium, Author will use SOSTAC planning system. SOSTAC planning system is divided into six elements: Situation analysis, Objectives, Strategy, Tactic, Action, and Control. Based on the application of SOSTAC planning system, PT. Sinar Antjol decides to use sales promotion of trade oriented promotion and customer oriented promotion. Forms of trade oriented promotion are contest & incentive and buying allowances, while the forms of customer oriented promotion are specialties and price reduction. These tactics will be held in ten cities in Indonesia within a period of seven months, from May to November 2011. In the internship at PT. Sinar Antjol, Author recommends PT. Sinar Antjol can use other sales promotion tools such as sampling, purchase of materials in accordance with the needs so that objectives can be achieved.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Komala, Willy SasmitaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: sales promotion ; kris hand & body lotion premium ; sostac
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:27
Last Modified: 05 Dec 2019 08:25
URI: http://repository.uph.edu/id/eprint/1154

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