Implementation of Integrated Marketing Communication at Kampoeng Semarang

Abstract

The very rapid development of tourism in Indonesia brings many opportunities for business development in the field of tourism. Central Java Province is one of the provinces with quite a big attraction supported by 198 commercial businesses and 57 non-commercial in the tourism sector. This provides a good opportunity for entrepreneurs to develop businesses in the field. One example is Kampoeng Semarang, which is a business that is engaged in the souvenirs sector and also offers products in the arts, crafts and culture in Semarang. Kampoeng Semarang becomes “One Stop Shopping & Leisure” which is equipped with facilities such as souvenir centers, batik galleries, restaurants & cafes, souvenir centers, WeBe Fashion Bags stands, household appliances, tourism information, meeting rooms, even children’s galleries and playgrounds. To get a competitive advantage, Kampoeng Semarang can implement Integrated Marketing Communication (IMC). By implementing the IMC, Semarang Kampoeng has been known by local and foreign tourists. Therefore, this study was conducted to determine the Integrated Marketing Communication at Kampoeng Semarang which covers the use of marketing communication mix and integrated marketing communication. This research is a descriptive study using data collection methods namely interviews, observation and documentation. The results of this study are the determination of the IMC begins with capturing opportunities, where tourism in Semarang is in a developing condition. The company then determines the market segments (S) and targets (T) and makes a positioning (P), or better known as the STP process. Then determined the marketing strategy that includes products, prices, places, and promotions, or better known as 4P. Specifically the promotion conducted by Kampoeng Semarang focuses on two target markets, namely partners and end users or tourists. The type of promotion carried out is tailored to the needs of each target market. For partners the emphasis is on providing added value if they bring consumers to Kampoeng Semarang, and establish good relations through sales promotion and direct marketing activities. As for direct consumers, promotional activities are more varied to gain awareness and encourage their purchases. There is one type of promotion given to partners and end users, namely digital marketing communication. This activity is carried out considering the two types of targets can be reached with it.