STRATEGIC MARKETING COMMUNICATION AT PT SARANA BITUNG UTAMA

Abstract

This paper tries to find out what marketing communication strategies are used by the sarana bitung company as one of the asphalt distribution companies with the B2B model. Every company must have competitors so it is with PT Sarana Bitung Utama itself, with the existence of competitors PT Sarana Bitung Utama must want that the company's own brand image is superior in the eyes and minds of the target market (customer). With the Marketing Communication Strategy as we know has a very important role in the understanding stage and the formation of consumer awareness. Thus a company needs the right strategic planning so that it can be easily accepted by other companies. So that the formulation of the problem: What are the Marketing Communication Strategy of PT Sarana Bitung Utama in Marketing Sales of Asphalt Products?

To answer the formulation of the problem above, the approach needed is a qualitative description approach. With data collection techniques carried out through interviews. Data sources taken in this study consist of primary and secondary data. Data analysis techniques use the form of data collection, data reduction, data presentation and conclusion drawing. Where the process of selecting and processing data in the form of documentation, interviews directly and through whatsapp. Furthermore, data validity is carried out to obtain the validity of the research data validity.

The results showed that the marketing communication strategy applied/used by PT Sarana Bitung Utama in marketing sales of asphalt products uses three of the six components of marketing communication strategies from Integrated Marketing Communication (IMC) theory, including personal selling, direct marketing and promotion. And the components that are not used are advertising, media and public relations.