Marketing Public Relations Strategy in Special Vehicle Sales In Pt Pindad (Persero)

Abstract

The contribution of marketing communications in shaping brand equity through the communication communication mix and the common basic framework (advertising, promotion sales, events and experiences, public relations and publicity, direct marketing and interactive marketing, word of mouth and personal sales) will shape consumer understanding of brand awareness, brand image, brand response, and brand relationships. Related to Marketing Public Relations activities in increasing sales of PT PINDAD (Persero) products. PT PINDAD (Persero) has produced various kinds of defense equipment commonly used by TNI, Army, Sea and Air also used by the Police of the Republic of Indonesia. The products of PT PINDAD (Persero) which are well known are weapons, special vehicles and ammunition. Based on the research context, the purpose of this research is 1) To know the marketing strategy Public Relations at PT PINDAD (Persero) as a company producing special vehicles in determining the target of special vehicles.2) To know the Marketing Strategy Public Relations PT PINDAD (Persero) through the election Media promotion.3) To know the Marketing Strategy Public Relations PT PINDAD (Persero) in the face of sales promotion from competitors for special vehicles. The method used in this research is qualitative method with case study approach about public relations marketing strategy in sales of Special Vehicle at PT Pindad. Then the conclusion of this research shows that marketing strategy Public Relations using promotional activities is an effort to introduce products made by PT. Pindad and also increase product sales through various activities.