IJSTR

International Journal of Scientific & Technology Research

Home About Us Scope Editorial Board Blog/Latest News Contact Us
0.2
2019CiteScore
 
10th percentile
Powered by  Scopus
Scopus coverage:
Nov 2018 to May 2020

CALL FOR PAPERS
AUTHORS
DOWNLOADS
CONTACT

IJSTR >> Volume 8 - Issue 8, August 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Analysis Of Implementation Of Promotion Mix Fruit Tea Activities In Maintaining Growth Stage On Product Life Cycle

[Full Text]

 

AUTHOR(S)

Shintia Wijaya, Maria Anggia Widyakusumastuti

 

KEYWORDS

brand recall, marketing mix, product life cycle, promotion mix

 

ABSTRACT

The purpose of this research is to know the description of marketing mix and promotion mix activity in maintaining Fruit Tea at Growth stage in product life cycle. The type of research used is qualitative descriptive with case study research method. Based on the analysis and the results achieved, the product description evolves from the packaging and flavour variants, the price that prioritizes value for money and competitive, the place that distributes in Modern Outlet and General Trade, promotion can be seen in promotion mix activity. Ad description using TVC and product placement, sales promotion using special sampling and promo, direct marketing using media vending machine and online shopping category, Public Relations use event activities, personal selling using manpower such as Sales Promotion Girl and interactive media using website as media for promotion. The conclusion of this research is to survive in Growth stage, an important activity to do that can strengthen brand recall and build emotional bond between brand and consumer.

 

REFERENCES

[1] ASRIM, “Profile Asosiasi Industri Minuman Ringan,” 2014.
[2] K. L. K. Kotler and Philip, Marketing management: Global edition. Harlow: Pearson, 2012.
[3] K. L. Keller, Strategic Brand Management 4th edition, 4th ed. England: Pearson Education, 2013.
[4] E. Sugiarto, Menyusun Proposal Penelitian Kualitatif. Yogyakarta: Suaka Media, 2015.
[5] S. M. Dr. Sandu Siyoto, Dasar Metodologi Penelitian. Yogyakarta: Literasi Media Publishing, 2015.
[6] S. M. Dr. Juliansyah Noor, Metodologi Penelitian: Skripsi, Tesis, Disertasi & Karya Ilmiah. Jakarta: Kencana, 2017.
[7] M. Hengki Wijaya, Analisis Data Kualitatif Ilmu Pendidikan Teologi. Sulawesi Selatan: Sekolah Tinggi Theologia Jaffray, 2018.
[8] D. M. Merterns, Research and Evolution in Education and Psychology. United States of America: Sage Publications, 2005.
[9] B. Mikkelsen, Metode Penelitian Partisipatoris dan Upaya Pemberdayaan Panduan bagi Praktisi Lapangan. Jakarta: Yayasan Pustaka Obor Indonesia, 2011.
[10] D. N. Sharma, “Marketing Strategy On Different Stages Plc And Its Marketing Implications On Fmcg Products,” Int. J. Mark. Financ. Serv. Manag. Res., pp. 121–136, 2013.
[11] H. Mohammadi, S. Saghaian, and P. Alizadeh, “Prioritization of Expanded Marketing Mix in Different Stages of the Product Life Cycle: The Case of Food Industry,” J. Agric. Technol., pp. 993–1002, 2017.
[12] P. Dwiyana, “Analisis Perbandingan Strategi Bauran Pemasaran Smartphone Blackberry Berdasarkan Suklus Hidup Produk,” e-proceeding Manag., p. 563, 2016.
[13] K. S. Badi, “The Dimensions of Marketing Mix,” Dimens. Mark. Mix, pp. 136–142, 2015.
[14] A. S. Naibaho, “Analisis Strategi Bauran Pemasaran Berdasarkan Siklus Hidup Produk Pada Pt. Xl Axiata Tbk,” Media Inf. Manaj., pp. 1–13, 2013.
[15] G. E. Belch and M. A. Belch, Advertising Promotion: An Integrated Marketing Communication Percpective sixth edition. Boston: McGraw-Hill Education, 2015.
[16] H. Taylor, B2B Marketing Strategy: Differentiate, develop and deliver lasting costumer engagement. Great Brian and United States: Kogan Page, 2018
[17] K. E. Clow and D. Baack, Integrated Advertising, Promotion, and Marketing Communications sixth edition, 6th ed. England: Pearson Education Limited, 2014