TA DIGITAL
Strategi promosi produk kosmetik pada PT. Mustka Ratubuana International Semarang
Promotion is one of marketing mix elements which is also a key factor for the success of marketing program. The purpose of promotion are informing, persuading and reminding the customers of the company’s products. Promotion activities can be implemented by doing advertising, personal selling, publication and sales promotion.
Based on the statement above, the title of final project was “The Promotion Strategy of Product Cosmetics at PT. Mustika Ratubuana International Semarang”. The aim of this final project writing was to understand the promotion strategy and promotion mix which was used by PT. Mustika Ratubuana International Semarang. The data collecting methods for in this final project were interviews, observation, and literary studies. The writing method was descriptive qualitative.
The result of the study was that PT. Mustika Ratubuana International Semarang used “push strategy” and “pull strategy”. The “push strategy” consisted personal selling and sales promotion while the “pull strategy” consisted personal selling, advertising, publicity and sales promotion.
It was recommended that the company should build beauty care place at Semarang, so the company could increase sales volume and cunsomers would believe more in using Mustika Ratu’s products.
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