MARKETING COMMUNICATION STRATEGY IN INCREASING BRAND AWARENESS OF CLASMILD

Abstract

The rapid growth of the cigarette trade has triggered intense competition in both local and international markets. For more than twenty-three years, the brand awareness built by Clasmild has had a significant impact on its ability to compete. This study uses a descriptive qualitative approach to understand the phenomenon of consumer behavior, perspectives, motivations, and actions. The type of research method employed by the researcher is descriptive. Clasmild applies a marketing communication strategy using the four-ps of the marketing mix and the STP strategy to identify consumer characteristics, select the appropriate target market, and create competitive differentiation. Among the eight elements of the promotion mix, five key components are utilized to enhance brand awareness: Advertising, Personal Selling, Interactive Marketing, Sales Promotion, and Word of Mouth.Perkembangan perdagangan rokok yang pesat memicu persaingan ketat di pasar lokal dan internasional. Selama lebih dari dua puluh tiga tahun, kesadaran merek (brand awareness) yang dibangun Clasmild memberikan dampak signifikan dalam persaingan. Penelitian ini menggunakan pendekatan kualitatif deskriptif untuk memahami fenomena perilaku, pandangan, motivasi, dan tindakan konsumen. Jenis metode penelitian yang dilakukan oleh peneliti adalah dengan cara deskriptif. Clasmild menerapkan strategi komunikasi pemasaran dengan menggunakan marketing mix four-ps dan strategi STP untuk menentukan karakteristik konsumen, memilih target pasar yang sesuai, serta menciptakan diferensiasi kompetitif. Dari delapan elemen bauran promosi, lima unsur utama yang digunakan untuk meningkatkan brand awarenessadalah Advertising, Personal Selling, Interactive Marketing, Sales Promotion, dan Word of Mouth