Komunikasi Pemasaran Distribution Outlet :(Studi kasus Strategi Komunikasi Pemasaran Distribution Outlet Nimco dalam Meningkatkan Kunjungan Konsumen)

Adi Nugroho, Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Marketing communication can be understood by deciphering its two main elements, which are: communication and marketing. For every company, consumers have an important role because every consumer has different behavior and characteristic between one and another. Companies are required to really understand about their candidate of consumers which are going to be their marketing target, and furthermore also understand the factors which affect the behavior of their candidates. Nimco Royal Store which is also known as Distro Nimco, a store which has a concept of creative industry, is selling attire and accessories suitable for young people nowadays. This study is expected to find out the distribution strategy which is used by Nimco to raise the number of consumer’s visit. This study used three methods of case study, they are; data collection interviews, participants observation, and documentation. The result of this case study shows that Nimco uses these marketing communication strategies; market penetration strategy, related diversification strategy, and integration strategy. However, those strategies are varying conducted by Nimco. Keywords: marketing communication, strategy, consumer, marketing communication strategy.

Kata Kunci : Komunikasi Pemasaran