Strategi marketing Pinopin Gog's Hotel dalam meningkatkan brand awareness = Pinopin Dog's Hotel marketing strategy in creasing brand awareness

Luxianna, Luxianna (2014) Strategi marketing Pinopin Gog's Hotel dalam meningkatkan brand awareness = Pinopin Dog's Hotel marketing strategy in creasing brand awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pelanggan merupakan komponen penting dalam sebuah perusahaan, karena pelanggan merupakan salah satu alat ukur bagi perkembangan sebuah perusahaan. Dalam sebuah pendekatan pemasaran produk memang tidak dapat lepas dari sisi pelanggan. Salah satu cara untuk mengenalkan produk/jasa adalah dengan menggunakan iklan dan promosi. Iklan/promosi yang dilakukan oleh perusahaan merupakan salah satu cara pengenalan produk yang paling efektif. langkah awal bagi sebuah perusahaan dalam memperkenalkan produknya adalah melalui pendekatan kepada konsumen. Integrated Marketing Communication menurut Kotler dan Gary Armstrong (2001;138) sebagai konsep di mana suatu perusahaan secara hati-hati mengintegrasikan dan mengkoordinasikan saluran komunikasinya yang banyak untuk menyampaikan pesan yang jelas, konsisten, dan meyakinkan mengenai perusahaan dan produknya. Sedangkan menurut Kotler (2002: 378) pengertian bauran pemasaran (Marketing Mix) adalah kombinasi dari empat variabel atau kegiatan yang merupakan inti dari sistem pemasaran yakni produk, struktur harga, sistem distribusi dan kegiatan promosi. Bagian pemasaran dari Pinopin Dog's Hotel melakukan berbagai cara untuk melakukan promosi, seperti dengan memaksimalkan promosi above the line dan below the line. Promosi menggunakan media Below the line seperti brochure, pembagian flyer, dan umbul-umbul. Kegiatan ini dilakukan dengan menyebar iklan-iklan mengenai Pinopin Dog's Hotel ini dibeberapa media seperti memasang iklan di radio-radio local dalam bentuk ad-lips. Sedangkan Promosi dalam bentuk Above the line, dengan kegiatan yang dilakukan menggunakan iklan untuk media massa, wawancara dengan media ataupun melakukan pendekatan interpersonal dengan pelanggan. Kesimpulan yang di dapat adalah bahwa dalam melakukan pemasaran, Pinopin Dog’s Hotel telah melakukan strategi pemasaran terkait dengan segmentasi, targeting dan positioning dengan baik. Saran untuk Pinopin Dog’s Hotel adalah agar bisa lebih berani dalam melakukan kegiatan iklan di media above the line seperti radio dan koran, karena akan lebih banyak menjaring konsumen. / The customer is an important component in a company, because the customer is one of the measuring instruments for the development of a company. In an approach to the marketing of products cannot be separated from the side of the customer. One way to introduce a product/service is using advertising and promotion. Advertising/promotion undertaken by the company is one of the most effective product introductions. The first step for a company in introducing its product is through an approach to the consumer. Integrated Marketing Communication according to Kotler and Gary Armstrong (2001; 138) as a concept in which a company carefully integrating and coordinating its communication channels to deliver a message that is clear, consistent, and convinced about the company and its products. Meanwhile, according to Kotler (2002: 378) understanding of the marketing mix (the Marketing Mix) is a combination of four variables or an activity that is at the core of the marketing system of the product, the price structure, the system of distribution and promotional activities The marketing of Pinopin dog's Hotel do various ways to do promotions, such as by maximizing the promotions above the line and below the line. Promotion using the media below the line likes a brochure, flyer distribution, and banners. This activity is done by spreading the advertisements about the dog's Pinopin it in different media such as the radio-advertise on local radio in the form of ad-lips. While the Promotion in the form of above the line, with activities conducted using advertising to mass media, interviews with the media, nor do the interpersonal approach with customers. The conclusion in May is that in doing the marketing, Pinopin dog's Hotel has been doing marketing strategies associated with segmentation, targeting and positioning. Suggestions for Pinopin dog's are to be more courageous in performing activities in media ads above the line such as radio and newspapers, as it will attract more consumers.

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