Cosmetic Imc

In: Business and Management

Submitted By farhanf
Words 714
Pages 3
INTEGRATED MARKETING COMMUNICATION DESIGN FOR XA COSMETICS BASED ON ANALYSIS OF SEGMENTING, TARGETING, AND POSITIONING IN BANDUNG By tikachu ABSTRACT
The objective of marketing is recognizing product offered to customer. A producer must encode message about the product offered effectively because it will influence the effort in reaching objective of marketing itself. In other words, a producer must do marketing communication, which can be defined as means which is used by organization to inform, persuade, and remind customer (directly or indirectly) about the product offered (Kotler & Keller, 2007b). Strategy of integrated marketing communcation has close relationship with segmenting, targeting, and positioning. PT. X is one of industries which has core business in cosmetics. They produced few brands of cosmetics, such as XA and XB. Marketing communication activities of this company in promoting XA are through cosmetic agents, over-the-counter, and special cosmetic shop in traditional market. Now, they are performing highly to participate in public relation activities, especially music contests and seminar. Selling level of XA in Bandung hasn’t reached target which is wanted by PT. X marketing team. They think it is caused by performance of marketing communication that hasn’t showed maximum effort. Besides, there are other brands that have same target market with XA (women, 25-45 years old). PT. X has ever done customer social responsibility, but it was just a form of commitment and it hasn’t been integrated with marketing activities and public relation. Marketing team hasn’t done a detail research to measure brand value or effectiveness of XA marketing communcation in all selling areas. This research has purposes to analyze cosmetic market segments and identify positioning of XA among its competitors. At the end of research, it will be designed…...

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