| dc.contributor |
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|
| dc.contributor |
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|
| dc.creator |
Maulia, Radiani Putri |
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| dc.creator |
Rosyad, Udung Noor |
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| dc.date |
2017-08-10 |
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| dc.date.accessioned |
2019-09-12T05:42:50Z |
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| dc.date.available |
2019-09-12T05:42:50Z |
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| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7143 |
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| dc.identifier.uri |
http://hdl.handle.net/123456789/24128 |
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| dc.description |
The development of professional cosmetics has now become an attraction, that might be seen by Paragon Technology and Innovation (PTI) that have developed local cosmetics brand with good i.e. Make Over, Wardah, Emina, IX, Vivre, Hair, Addict, and Nusilk. One of the flagship products of some makeup artist professional i.e. a Make Over. PT. Paragon Technology and Innovation (PTI) was founded in 1985 and has received the certificate of GMP (Good Manufacturing Practice) with a large production capacity and superior cosmetic formulations. With more than 28 years, PT. Paragon Technology and Innovation has brought Wardah and Make Over as the biggest brand in the local Department Store in Indonesia. The case taken by the author namely integrated marketing techniques performed by a unique Make Over by using a few beauty vlogger.Moving on from that case the author meant perusing about integrated marketing communication (IMC) cosmetic Make Over in Bandung. This research used the qualitative method with approach case studies so that the author can get maximum results about integrated marketing communications (IMC) Make Over and customer feedback about the concept of marketing from the Make Over. This study refers to two important points in the discussion, the first point about the integrated marketing communication program that consists of advertising, sales promotion, personal selling, public relations, and direct marketing and event marketing. Then on the second point regarding strategy and push pull strategy from cosmetic Make Over.The results of this research is how the parties of Make Over in conducting Integrated Marketing Communication strategy. Marketing Revolution is now developing then Make Over doing the merging elements of marketing communications such as event marketing with beauty class and gathering with beauty vlogger. Strategies that do Make Over can bring prospective consumers to better know the local brand. |
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| dc.description |
Perkembangan kosmetik professional kini menjadi daya tarik, itulah yang mungkin dilihat oleh PT. Paragon Technology and Innovation (PTI) yang telah mengembangkan kosmetik local brand dengan baik yaitu Make Over, Wardah, Putri, IX, Emina, Vivre, Hair, Addict, dan Nusilk. Salah satu produk andalan dari beberapa makeup artist professional yaitu Make Over. PT. Paragon Technology and Innovation (PTI) berdiri sejak tahun 1985 dan telah mendapatkan sertifikat GMP (Good Manufacturing Practice) dengan kapasitas produksi yang besar dan formulasi kosmetik yang unggul. Dengan lebih dari 28 tahun, PT. Paragon Technology and Innovation telah membawa Wardah dan Make Over sebagai lokal brand terbesar di Departement Store di Indonesia. Kasus yang diambil oleh penelitih yaitu teknik pemasaran terpadu yang dilakukan oleh Make Over yang unik dengan menggunakan beberapa beauty vlogger. Beranjak dari kasus tersebut penulis bermaksud meneliti mengenai integrated marketing communication (IMC) kosmetik Make Over di Bandung. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus supaya penulis bisa mendapatkan hasil yang maksimal mengenai komunikasi pemasaran terpadu (IMC) Make Over dan tanggapan pelanggan mengenai konsep pemasaran dari Make Over. Penelitian ini mengacu pada dua poin penting dalam pembahasannya, yakni poin pertama mengenai program integrated marketing communication yang terdiri dari periklanan, promosi penjualan, hubungan masyarakat, penjualan personal, dan pemasaran langsung. Lalu pada poin kedua mengenai pull strategy dan push strategy dari kosmetik Make Over. Hasil dari penelitian ini adalah bagaimana pihak dari Make Over dalam melakukan strategi Integrated Marketing Communication. Revolusi pemasaran kini yang sedang berkembang maka Make Over melakukan penggabungan elemen komunikasi pemasaran seperti event marketing dengan kegiatan beauty class dan gathering bersama beauty vlogger. Strategi yang dilakukan Make Over tersebut dapat mendatangkan calon konsumen untuk lebih mengenal lokal brand. |
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| dc.format |
application/pdf |
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| dc.language |
ind |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
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| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/7143/pdf |
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| dc.rights |
Copyright (c) 2017 Prosiding Manajemen Komunikasi |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 434-440 |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 3, No 2, Prosiding Manajemen Komunikasi (Agustus, 2017); 434-440 |
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| dc.source |
2460-6537 |
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| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
Integrated Marketing Communication, Case Studies, Make Over. |
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| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
Integrated Marketing Communication, Studi Kasus, Make Over. |
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| dc.title |
Strategy Integrated Marketing Communication Brand Cosmetics Make Over |
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| dc.title |
Strategi Integrated Marketing Communication Brand Kosmetik Make Over |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
Kualitatif |
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| dc.type |
Kualitatif |
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