BAURAN PROMOSI PRODUK WARDAH PADA PT. PARAGON TECHNOLOGY AND INNOVATION DC (DISTRIBUTION CENTER) SEMARANG

Abstract

PT. Paragon Technology and Innovation DC Semarang is company that engaged in the cosmetics industry. The tight competition in the industry in Indonesia makes PT. Paragon Technology and Innovation DC Semarang should compete with other cosmetics companies in order to attract the consumers. This though competition has made PT. Paragon Technology and Innovation DC Semarang applied their promotional mix strategy on Wardah’s product consisting of personal selling, mass selling, sales promotion, public relation. This study used descriptive analysis method. The type of data used is primary and secondary data, while data collection techniques using literature study, interviews and documentation. Personal selling uses two forms called BA (Beauty Advisor) and BAP (Beauty Advisor Promotion). Mass selling used radio and instagram for advertising and the publicity used WBA (Wardah Beauty Agent) in university. Sales promotion Wardah uses 4 types of forms such as discounts, exhibition promos, prizes or GWP (Get Well Purchase) and sponsorship. As for Public Relations Wardah done by PT. Paragon Technology and Innovation center in Jakarta.