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ANALISIS STRATEGI PEMASARAN PRODUK POND’S PEMBERSIH WAJAH

Oleh : Bowo Nur Isnanto ( P056111441.48 ). PROGRAM PASCASARJANA MANAJEMEN DAN BISNIS INSTITUT PERTANIAN BOGOR 2012. ANALISIS STRATEGI PEMASARAN PRODUK POND’S PEMBERSIH WAJAH. PT UNILEVER. Tujuan :

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ANALISIS STRATEGI PEMASARAN PRODUK POND’S PEMBERSIH WAJAH

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  1. Oleh: BowoNurIsnanto ( P056111441.48 ) PROGRAM PASCASARJANA MANAJEMEN DAN BISNIS INSTITUT PERTANIAN BOGOR 2012 ANALISIS STRATEGI PEMASARANPRODUK POND’S PEMBERSIH WAJAH

  2. PT UNILEVER Tujuan: mengeloladanmeningkatkankesuksesanusahasecaraberkesinambungansebagaiperusahaan yang berharapdapatdipercayaolehmasyarakat Indonesia. Misi: Memenuhikebutuhanmasyarakatataukonsumennya, menjadirekandarimasyarakatsertamenjunjungintegritastinggidanpedulikepadamasyarakatdanlingkunganhidupdisekitarnya

  3. Strategi marketing Menciptakan problem recognition pada pangsa pasar Indonesia.

  4. Produk : Pond’s pembersihwajah

  5. SEGMENTASI EkonomiMenengahkeatas

  6. TARGETTING Remajaputriusia 15 tahun hinggawanitadewasadiatasusia 30 tahun

  7. POSITIONING Market leader produkpembersihwajah

  8. Promosi • Iklan TV • Radio • internet

  9. Internet

  10. Event

  11. Pesaing VS Olay,L’Oreal, Garnier, Nivea, produkCinasepertiTjefuk

  12. -Gross Profit Margin Rp 1.583.861.000.000,- • -Biaya marketing danpenjualanRp 183.606.000.000,- • -Kinerja Marketing Rp 1.400.255.000.000,- laporanlabarugitriwulanan 2012 (sampaidengan 31 Maret 2012) Kinerjapemasaran

  13. Tabel 1. Marketshare Sabun Pembersih Wajah

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