STRATEGI MARKETING COMMUNICATION THE EXCELTON HOTEL PALEMBANG DALAM MEMBANGUN BRAND IMAGE
Daftar Isi:
- This study aims to determine the marketing communication strategy of The Excelton Hotel Palembang in building brand image. Data and information in this study used qualitative research methods. Research instruments by conducting in-depth interviews and refer to the interview guidelines. The results showed that The Excelton Hotel Palembang's marketing communication strategy in building a brand image as a hotel hotel that is known to be comfortable, friendly, has good products and facilities and has the best service with the concept of local wisdom has used the IMC theory by Philip Kotler well, although there are still dimensions that haven't been done. In advertising media advertising that is used is quite good and the advertising message created is appropriate to apply the concept of local wisdom from the brand image that is built. In personal selling, conducting field selling activities, by introducing brand image to customers. Sales promotions, conducting creative and unique promotions and choosing forms and types of promotions to build brand image. Public relations and publicity have been implemented well, showing the public that The Excelton has good quality and service through publicity and this is in accordance with the brand image it wants to build. Direct marketing is done to get immediate responses and build brand image. the last event and experience, which have not been implemented well to build a brand image. marketing communication strategies undertaken to build brand image have shown good results, as evidenced by the rating of The Excelton Hotel Palembang which is able to rival the ratings of other five-star networks.