STRATEGI PEMASARAN DALAM MENINGKATKAN PRODUK ROKOK PR. CAHAYA PRO DI DESA AKKOR

  • Hotimah Hotimah Universitas Islam Madura
  • Moh. Shoimus Sholeh Universitas Islam Madura
  • Sustiyana Sustiyana Universitas Islam Madura
Keywords: strategy, marketing, SWOT

Abstract

Every company, whether enganged in products or services, has a goal to stay alive and grow.
The current condition of business growth is quite high. This can be seen from the growth of
companies with similar products as competitors, so there will be competition in fighting over
market share and consumers. In this case the company should know the market, where the
products or services produced will be offered or marketed.The purpose of this study was to
determine the application of marketing of Prcigarette products. Pro light, develop and analyze
marketing strategies that should be carried out by PR. Pro light The location of the research
method carried out intentionally(purposive), namely the sampling by deliberate method, the
sample method uses key informants (key informants). Data collection methods use primary
and secondary data and the preparation process uses data collection and analysis stages
(SWOT matrix, external and internal matrices).The results of the study are concerning the
marketing strategy of PR cigarettes. Pro light, the following conclusion are drawn: application
of marketing to public relations. Pro light is 4p namely product, price, promotion, place.
Alternative strategies that can be applied in the efforts of PR cigarette marketing strategies.
Pro light is maintaining product quality by utilizing technological developments to maintain
consumer confidence. Expanding to markets that have not been touched

Published
2020-02-21