Open AccessStrategi Produk Pemasaran Produk Pertahanan dan Keamanan PT Pindad (Persero)
Author(s) -
Jalesita Putri Pramitha,
Mohamad Syahriar Sugandi,
Asaas Putra
Publication year - 2019
Publication title -
jurnal penelitian komunikasi/jurnal penelitian komunikasi
Language(s) - English
Resource type - Journals
eISSN - 2460-0172
pISSN - 1410-8291
DOI - 10.20422/jpk.v22i2.673
Subject(s) - marketing communication , business , marketing , product (mathematics) , government (linguistics) , marketing strategy , marketing research , integrated marketing communications , corporate communication , marketing management , advertising , relationship marketing , corporate governance , linguistics , philosophy , geometry , mathematics , finance
Pindad is an only defense industry that produces weaponry in Indonesia, strives to achieve the autonomy of Indonesia’s primary weaponry defense system. In achieving those objectives, Pindad implemented a marketing communication strategy to carry out about introduction and sales activities for the product, spreading the message nationality, and corporate communication activities. The purpose of this research to see how the process of the communications strategy marketing conducted by Pindad. This research used qualitative methods with a case study approach, and data collection was carried through in-depth interviews and observation. The research showed how the planning process, organizing, actuating, and evaluation by Pindad. Marketing Communication by Pindad departs on the segmentation of different audiences, Pindad divides the company’s focus on the Marketing Departement for the special segment and the Corporate Communication Department for the general segment. In build marketing communication messages, Pindad includes nationality messages to cultivate the product user and society. The marketing communications is also used the communication business cooperation with the other government, company, and marketing sales directly to the intended segment.