Event Sponsorship Sebagai Salah Satu Strategi Komunikasi Pemasaran Hydro Coco

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A event sponsorship is a form of partnership between a company and an organization that organizes an event. Where this event sponsorship is a form of passive communication therefore the company will usually support with other promotional activities. The goal is to create the experience of consumers and also to promote a product or service. PT Kalbe Farma Tbk (Beverages), a company engaged in the health sector that uses event sponsorship media as a form of marketing strategy in promoting Hydro Coco products, that is by holding a SMALACUP event. With the event sponsorship to help increase sales. This pure health drink product without preservatives is expected to be consumed by men or women but more specifically for men of the 15-25 year age range of the type of young people who engage in heavy activities such as sports activities in other words, young people who are expressive in their age. This study aims to determine the segmentation, targeting, and positioning (STP) of Kalbe beverages marketing communications.
This study uses descriptive qualitative method with data collection techniques of observation, interviews, and documentation. The data obtained is then processed to be reduced, presented to produce a general conclusion. The informants in this study amounted to 6 based on the purposive method that the researchers used. While for checking the validity of the data, the researcher used the technique of extending participation and triangulation.
The results of this study indicate that the segmentation of Hydro Coco is from adolescents and adults who are mostly young people, especially men who like heavy activities such as sports and with the criteria of age 15 years and above, targeting namely men or women but more specifically to men with a range the age of 15-25 years is the type that fun, modern, inspiring, stylish and likes heavy activities like sports activities in other words young people expressive at his age, and positioning which is a health drink product derived from pure coconut water without any. Marketing communication activities conducted by events sponsorship to increase sales from Hydro Coco consist of sales promotion, personal selling and direct marketing. Third forms of marketing communication are quite effective in increasing sales of Hydro Coco products.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.119 (0061)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2019

Deskripsi Fisik

xii, 111 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.119 (0061)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

BIRA

Versi lain/terkait

Lampiran Berkas

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