STRATEGI PEMASARAN MAJALAH TEMPO PADA PT. TEMPO INTI MEDIA Tbk

  • Endang Suparni Universitas Bina Sarana Informatika (UBSI)
Keywords: marketing, strategy

Abstract

The company prepares a marketing strategy with a marketing concept that focuses on 4 things, namely products, prices, places, promotions. The research objective is to determine the marketing strategy at PT Tempo Inti Media, Tbk. Descriptive qualitative research methods. Marketing mix research variable. Data collection techniques: observation, interviews, and literature study, qualitative data analysis. The results of research, market segmen tation, targeting, positioning, especially the marketing mix of PT Tempo Inti Media, Tbk. Market Segmentation: Geographically, distribution is spread in the Jakarta area. Demographically, male / female aged 20-50 years, upper middle class economy, intellectuals. Psychologically, there are groups: entrepreneurs, professionals, and so on. Behavior, primary and secondary. Targeting, men and women aged 20 to 50 years. Positioning, trusted information media, easy to understand content. Marketing mix consists of: Products, tempo magazines, tempo newspapers. Price, Rp. 40,000. Distribution, agents and subscription. Promotion, through newspapers, magazines. Personal Sales, collaboration with several hospitals, restaurants and campuses (PR journalism training, community service, providing 300 scholarships, etc.) Sales promotion, price reduction, coupons, sweepstakes, and direct marketing. Conclusions: products produced include: tempo magazine, tempo newspaper, tempo english, tempo.co, AHA I know, travelounge magazine, and communication, PT Tempo Inti Media, Tbk, has a 4P strategy plus direct marketing.
Published
2020-01-20
Section
Artikel