| dc.description.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 | en_US |
