Marketing Strategic Heavenly Blush in Social Media( Case Study: Instagram Account Use by Heavenly Blush Period 2014 - 2015)

Bagaskara Ikhlasulla Arif, Dian Arymami

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT This research titled, "Heavenly Blush Marketing Strategy through Social Media (Case Study: Use of Instagram by Heavenly Blush Period 2014-2015)." The purpose of this research is to describe and analyze the stages of Heavenly Blush marketing strategy, because it has managed to change the brand image of the brand retail store that sells a variety of food and beverage packaging made from yogurt be yogurt drink product packaging tetrapack. This research is a case study with qualitative descriptive method. Data were collected through interviews and documentation techniques from a variety of media, especially social media Instagram. In conducting the analysis, the researchers applied the theory of holistic marketing concept is wrapped 360 ° Marketing Communication according to Kotler and Keller (2006), which combines four marketing concepts, namely: internal marketing, integrated marketing, relationship marketing, and societal marketing. The theory has been applied by the marketing division Heavenly Blush by integrating a variety of media promotion: both online and offline. The results of this research includes four things: (1) The first step undertaken by the marketing division Heavenly Blush is a market segment that is expected potential sales like Heavenly Blush, which is not the target of a competitor, which is 70% upper middle class women ages 19- 35 years old, and 30% were among men. (2) The implementation of a social media marketing strategy in Instagram has started since early 2015, which is a way to manage accounts @heavenlyblush professional standards of good photography. (3) The concept of holistic marketing that has been applied by the Heavenly Blush focused on social media Instagram can be said to successfully establish a brand image and increase sales within 9 months, which means it can be concluded that social media Instagram also effectively implemented as a medium of marketing and formation brand image. Keywords: Heavenly Blush, Holistic Marketing Strategy, Social Media Instagram.

Kata Kunci : Strategi Pemasaran