Detail Strategi komunikasi perusahaan pengolahan Sampah “JP” dalam mempromosikan usahanya kepada para pelanggan dan pemasok berdasarkan segmenting, targeting dan positioning   Oleh:  Widiasari, Natalia ; Djohari, Hardy Jenis: Article from Proceeding Dalam koleksi: The 1st LSPR Communication Research Conference Proceeding 2010: Beyond Borders: Communication Modernity and History, page 253-262. Topik: segmenting; targeting; positioning; recycling business; customer evangelist Isi artikel Waste or garbage is a daily life phenomenon. Over populated city increases garbage volume. According to Dinas Kependudukan dan Catatan Sipil on 2008 January, Jakarta’s population is about 8.489.910 persons. We could imagine, how much garbage this population produce every day. JP as garbage recycle company saw this phenomenon as a potential business opportunity. JP was established in 2006 and in two year expands its business significantly. Communication as an integral part of business, once more is being an interesting topic. This study strive for a better comprehension between segmentation, targeting and positioning with JP communication strategy. It is an descriptive study with qualitative analysis. Primary data is attained by in depth interview with JP’s owner, supplier and buyer. While secondary data is attained by literature study. Research finding showed that JP doesn’t planned and implemented its marketing communication strategy by intention. Those strategies are identified only with this study. JP implement its marketing communication not only to its buyer but more important is to its supplier. JP positioning is fully understand by its buyer and supplier, even JP doesn’t realize that it implements integrated marketing communication. Significant JP performance supported by word of mouth promotion between its suppliers. They said that JP has a good product quality, emphatic and good services, which created a memorable experience. Finally, all the communication and services process in JP create customer evangelist activity. This Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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