Implementation of Marketing Communications for Haircos Cosmetics

DOI

10.2991/assehr.k.211223.112How to use a DOI?

Keywords

Haircos; Marketing Communication; Product; Promotion

Abstract

Haircos Cosmetics is a type of hairtonic developed by universities. The product has been through laboratory tests and in collaboration with the cosmetic industry. Haircos that have been produced in large quantities must be marketed to meet the people’s need for natural products. As a new product, of course, Haircos competes with similar products that first got a place in people’s hearts. Therefore, this research was conducted with the aim of knowing the marketing communication strategy of Harircos products as a new product so that it can be known and interested by the public. This study uses the 4P marketing communication theory, namely product, price, place, promotion, as the basic basis for a marketing communication strategy used by a commercial product. This theory is the basis for the analysis of researchers in looking at the marketing communication strategy carried out by the founder of Haircos cosmetics. This research is a case study, with data collection through interviews and consumer surveys. This is done to see the uniqueness of the strategy carried out by the founder and team in introducing new products to the market. The results showed that implementation of marketing communications is enough to highlight the uniqueness and quality aspects of the product, giving a price to the consumer, so the location is not yet widespread marketing of which do not reach the market share. In promotional activities, Haircos does not maximize performance on digital promotions, such as social media and E-commerce. This study suggests that Haircos cosmetic products make a careful business plan to reach the target market.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Biyan Yessi Wilujeng
AU  - Mutiah
AU  - Octaverina Kecvara Pritasari
PY  - 2021
DA  - 2021/12/24
TI  - Implementation of Marketing Communications for Haircos Cosmetics
BT  - Proceedings of the International Joint Conference on Arts and Humanities 2021 (IJCAH 2021)
PB  - Atlantis Press
SP  - 653
EP  - 657
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211223.112
DO  - 10.2991/assehr.k.211223.112
ID  - Wilujeng2021
ER  -