International Journal of Scientific & Technology Research

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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]



Shintia Wijaya, Maria Anggia Widyakusumastuti



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



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.



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