Strategi Komunikasi Pemasaran Terpadu Bandung Makuta Cake Dengan Menggunakan IMC Model Dwi Sapta

Abstract

This study was conducted to describe integrated marketing communication strategy Bandung Makuta Cake with the guidance of IMC Model belongs to Adji Watono and Maya Watono (2011: 34-35) that consisting of discovery circle, intent circle, and strategy circle which formulates the basic principles that are key factors of strategic success in a comprehensive and systematic model. This research uses descriptive qualitative research method with post positivistic paradigm. Data collected through indepth interviews with Top Marketing Manager Bandung Makuta Cake. The results of this research that the analysis on discovery circle can be done by involving the research agency so that the information obtained will be more detailed, and in analyzing the intent circle needs to pay attention to the brand development in the community both positive and negative issues so that it can become brand development. Then in making strategy circle, see the results of the analysis of the two previous stages that have been done and integrate the elements that exist in it to be applied to some marketing communication mix.