Analisis Marketing Mix dalam Meningkatkan Penjualan Pada Produk Mirai Ocha

Abstract

The success of a company in achieving its objectives determined by the success of the marketing strategy does. One type of strategy that is common to many companies that marketing mix strategy, which has been conducted by PT. Suntory for its product Mirai Ocha. The purpose of this study was to determine the marketing mix strategy step sand the issue conducted by PT. Suntory Garuda against Mirai Ocha to be able to in crease sales. According Sunyoto (2013: 60) the marketing mix is a variable or activities that constitute the core of the marketing system, a variable that can be controlled by the company to influence the reaction of the buyers or consumers. According Assauri (2013: 198) the four elements of the marketing mix strategy / marketing mixie product strategy, pricing strategy, distribution strategy / distribution and promotion strategies. According to Kotler (2000: 195) is the sales volume of goods sold in the form of money for a certain period of time and have a strategy in which good service The method used in this research is descriptive research with a qualitative approach. This study uses data collection techniques by means of in-depth interviews and non-participant observation. The whole informant consists of 4people consisting of key informants, key informant sand informant additional. The analysis technique used by the researchers is data reduction, data presentation and conclusion/verification of data. From the data obtained, PT. Suntory Garuda has tried to do the marketing mix strategy and any variables of product, pricing, distribution and promotion of good. From these activities were able to get the sale PT. Suntory Garuda around 200million dollars per month, although there are fluctuations due to competitor sand market conditions change. In the case of products such as the creation of attractive packaging and the creation of the image on the Mirai Ocha by connecting promotion strategies such trip has been very good promo. Unisex pricing strategies with distribution strategy through the distribution margin on the price of distribution channels. From this affected the optimal marketing mix and can increase indirect sales