PT Trio Hutama's marketing communication strategy to increase the competitiveness of Carnation milk products in Yogyakarta

Ibnu Yuda Wijaya Sugiarto, Eka Anisa Sari

Abstract


Dairy products in Indonesia are currently experiencing growth, one of which is sweetened condensed milk (Susu Kental Manis (SKM)). Sweetened condensed milk (SKM) is a milk product produced by removing some of the water content in milk without adding other food ingredients. Carnation milk is in fourth position with a gain of 4.50%, which is quite a big difference from the first position, namely Frisian Flag milk with a gain of 54.60%. This can explain that competition in selling sweetened condensed milk is real. Competition that occurs within a company is not only from the type of product but also the quality of the product, the price of the product and how the company focuses on marketing and attracting consumers to buy its products. Marketing communication strategy is a concept about how a company organizes all process activities related to the company, with the aim of achieving the company's targets. This research examines the marketing communication strategy of PT Trio Hutama to increase the competitiveness of Carnation milk products in Yogyakarta. This research uses a qualitative method by explaining the marketing communication mix of Product, Price, Place, Promotion and by using Kotler and Armstrong's theory (Promotion Mix) which divides the marketing promotion mix such as Advertising, Personal Selling, Sales Promotion, Direct Marketing and Event Marketing. The aim of this research is to examine the marketing communication strategy process carried out by PT Trio Hutama in an effort to increase the competitiveness of its products Carnation milk in Yogyakarta.


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DOI: https://doi.org/10.26555/adiccom.v2i1.15523

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