Strategi Promosi Integrated Marketing Communication Produk Haray “PT D’ZEGERRR” Sebagai Minuman Herbal Berkhasiat

Abstract

“Haray” herbal drinks are processed products derived from natural raw materials, namely herbal plants and rhizomes that are widely found in Indonesia with a myriad of benefits derived from the content of the substances therein. “Haray” has a best seller product, namely ready to drink, which provides the freshness of ready-to-drink herbal drinks with variants of Rosella, Telang Lemon, Beras Kencur and Kunyit Asam. However, it is known that many of the consumers have not known the products circulating in the community, besides the lack of advertising promotion through the media is a phenomenon found in the field where massive sales have been carried out but the increase has not been seen significantly.Recognizing this, the IMC Integrated Marketing Communication design is designed to increase brand awarnees for consumers. Therefore, it is necessary to design with persuasive delivery and be able to provide education so as to bring up the act of purchasing products, searching for products and disseminating products.This design uses a mix methods research method combining qualitative and quantitative.The primary data is obtained from the results of interviews, observations, and questionnaires.While secondary data is taken through literature studies. Processing of data obtained using the TOWS method, which analyzes the internal and external conditions of the “Haray” product so that the determination of the right communication strategy can be applied in accordance with the target market.