Penerapan promotion mix yang dilakukan PT. Bumi Serpong Damai pada kawasan Grand City

Yatasha, Ferzi (2014) Penerapan promotion mix yang dilakukan PT. Bumi Serpong Damai pada kawasan Grand City. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Properti merupakan salah satu investasi yang diminati oleh masyarakat Indonesia, hal ini disebabkan banyaknya masyarakat yang beranggapan bahwa investasi dibidang properti memiliki nilai yang lebih menguntungkan dibandingkan dengan investasi lainya. Keadaan tersebut menimbulkan persaingan antar developer untuk dapat memenuhi kebutuhan dari calon konsumenya. Para developer pun menggunakan strategi marketing untuk dapat memenangkan persaingan tersebut. Grand City merupakan salah satu kawasan baru di Balikpapan yang dibangun oleh Sinar Mas Land, untuk menyukseskan kawasan baru tersebut dibutuhkan berbagai strategi pemasaran agar produk yang dijual dalam kawasan tersebut dapat diminati oleh konsumenya. Dari hasil pengamatan yang penulis kaitkan dengan tinjaun pustaka, dapat penulis simpulkan bahwa untuk mempromosikan kawasan Grand City dilakukanlah beberapa strategi promosi diantaranya melalui iklan below the line dan iklan above the line, sales promotion, event, packaging, dan lain lain guna melancarkan promosi kawasan Grand City kepada konsumenya. Saran dari penulis Grand City harus dapat meningkatkan komitmenya terhadap waktu perencanaan promosi yang telah dibuat agar tidak terjadi penundaan launching dan meningkatkan koordinasi antar tim serta tidak terjadi kesalahan karena kurangnya koordinasi yang dilakukan / Property is one of many investments, which Indonesians preferred the most. It is caused by the high number of Indonesians that assuming property investment has more profitable value rather than investing in other industry or sector. This situation creates a tough competition among developers in fulfilling consumer/customer needs. Therefore, developers uses and implements a comprehends marketing strategies in order to finish on top. Grand City is a new product line developed by Sinar Mas Land located in Balikpapan, Kalimantan. In order to successfully sell Grand City, many of marketing strategy are acquired to attract customers/consumers. Based on author’s observations which linked and related with the literature review, the author conclude that in order to promote Grand City successfully, marketing promotions such as below the line and above the line advertisement, sales promotion, event, packaging, and etc. are needed. The author’s suggestion is that Grand City must increase the level of commitment when planning the promotion which already being made, in order to prevent launching delay and also increase coordination between teams, in order to prevent errors.

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