STRATEGI KOMUNIKASI PEMASARAN NESTLE DANCOW CALCIUM PLUS SEBAGAI PRODUK BARU DI PEKANBARU
Abstract: Nestle DCP as a new
product has been reached their sales target, but the target to be a market
leader has not yet reached. This research aims to determine about the
implementation of Nestle DCP marketing communication strategy as a new product
research metodh used qualitative with descriptive approach. Located in Jl.Lobak
Gg.Kopi No.3 Pekanbaru, from July – November 2014. The subjects were 10
peoples, were taken through purposive technique. While the object is the marketing
communication strategy of Nestle DCP as a new product in Pekanbaru. The data
collection technique used were observation, interviews and documentation. The
data analysis technique researcher used qualitative data analysis according to
Huberman and Miles. The data validity examination technique was using
participation extention and triangulation. The result of research indicates
that marketing communication strategy Nestle DCP as a new product it was by
having a sales promotion, establish a commercialise an advertising, doing a
personal selling, establish a publicity, contriving a direct marketing, and
arranging event/sponsorship. The obstacles is such as the lack of media
advertising usage, the lack of budget for promotions, discontinuity of the
promotion process, sponsorship activities were performed slightly, competitors
activities were more innovative, the Dancow’s brand were too identical with
children’s milk product and the publicity effort was not at its best.
Penulis: Novita Wardah Sagala,
Evawani Elysa Lubis
Kode Jurnal: jpkomunikasidd150198
