Strategi pt. Mayora indah tbk dalam pelaksanaan sales promotion dan event sponsorship brand “torabika creamy latte”= The implementation of sales promotion and event sponsorship at pt. Mayora indah tbk for brand “torabika creamy latte”

Andry, Vina Angelica (2015) Strategi pt. Mayora indah tbk dalam pelaksanaan sales promotion dan event sponsorship brand “torabika creamy latte”= The implementation of sales promotion and event sponsorship at pt. Mayora indah tbk for brand “torabika creamy latte”. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Salah satu faktor yang menandai pertumbuhan ekonomi jaman sekarang adalah berkembangnya dunia usaha di segala bidang. Indonesia adalah negara yang sedang mengalami pertumbuhan ekonomi yang cukup pesat. Pertumbuhan ekonomi ini membuat perkembangan dunia usaha khususnya bidang usaha pemasaran bersaing dengan ketat. Dikarenakan persaingan antar perusahaan yang sangat sengit, oleh karena itu dibutuhkan strategi yang jitu untuk dapat membuat produk suatu perusahaan market leader. Salah satu strategi yang dilakukan datang dari strategi sales promotion dan event sponsorship. Strategi ini merupakan strategi yang penting untuk digunakan, apalagi mengetahui bahwa produk yang dipasarkan merupakan produk baru. Kedua strateegi ini memiliki manfaat yang baik untuk memasarkan sebuah produk baru, seperti Torabika Creamy Latte yang dikeluarkan oleh PT. Mayora Indah Tbk. Strategi sales promotion terdiri dari tiga strategi yakni push, pull dan kombinasi antara push dan pull dimana masing-masing strategi ini memiliki teknik-teknik promosi tertentu untuk mendorong konsumen melakukan pembelian produk dalam waktu pendek. Teknik-teknik promosi ini pun dapat dibedakan menjadi teknik promosi yang dilakukan kepada consumer market, trade channel dan business market. Mayora sebagian besar melakukan kegiatan sales promotion kepada consumer market dan trade channel. Sedangkan strategi event sponsorship terdiri dari berbagai macam tahap yang digunakan Mayora untuk meningkatkan awareness, exposure, visibility serta trial rate dari suatu brand pada kalangan target audience acara/ event yang disponsori./ One of the factor that symbolize the growth of economic in this era is the growth of business world in every aspect. The fast movement of the business world has made the fierce competition between one company and another company. The competition that happen between those companies, make a company need the right strategy to improve and make their product market leader. One of the strategy comes from sales promotion and event sponsorship. These strategies are important to be implemented, exactly in developing and promoting new product such as Torabika Creamy Latte which has launched by PT. Mayora Indah Tbk. Sales promotion strategy consists of three types of strategy. Those are push strategy, pull strategy, and combination between push and pull strategy, which function is for generating consumen to buy a product in short term time.. Each strategy have different promotion techniques. These techniques is divided into sales promotion techniques for consumer market, for trade channel and for business market. Mayora implement sales promotion strategy to consumer market and trade channel in order to promote Torabika Creamy Latte. In the other side, event sponsorship strategy is used by Mayora for increasing awareness, exposure, visibility and trial rate from a brand among target audience at the sponsored event.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Andry, Vina AngelicaNIM04120120011ANGELICAANDRY@GMAIL.COM
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAbadi, A. SetiawanNIDN9990000133UNSPECIFIED
Thesis advisorScheffer, CarlyNIDN0323117801UNSPECIFIED
Uncontrolled Keywords: Sales Promotion; Event Sponsorship
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: Mr Samuel Noya
Date Deposited: 16 Oct 2018 07:47
Last Modified: 20 Jul 2020 02:09
URI: http://repository.uph.edu/id/eprint/1509

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