The study of change in promotion mix for consumer product due to global crisis - the case of PT XYZ
Nowadays many companies try to tighten their promotion budget in order to survive from this global crisis. Meanwhile, promotion is the important tool to attract consumer's attention and generate sales. As a result, company should identify best promotion to be implemented in this global crisis. If not, the company will lose their potential customer, market share and profit. rnThis study focuses on Fortis which is cosmetic product from PT. Sunrica Mutiara. The purposes of this study are to know what kind of promotion mixes executed before and after crisis, what kind of promotion that is good to be implemented in crisis, what impacts to the company due to changes in promotion mixes. The research uses qualitative approach: interviewing the company and gaining information from secondary data. The result shows that promotion cannot be neglected even in crisis and increasing of promotion budget in crisis will raise the sales of company.
No other version available