Ti Sukamenak
Small and Medium Enterprise (SME
) is one of the economic
entities
that ha
ve
limited cost, knowledge, and human
resources
to carry out
marketing communications. Therefore, the research is carried out to formulate the
design of marketing communications that are effective, efficient and can be
imple
mented by Ti Sukamenak (TS) SME
in
Pangalengan, Bandung Regency
The study uses a benchmarking
approach to the other SMEs and
similar products
which is already on the market. The method to collect data is in
depth interviews
and observations. In addition, the study is also uses data from
books literature,
scientific publications, the magazine published by the government and the internet
which have reliable information
Based on the result of benchmarking,
TS SME
ha
s
the opportunity to enter the
market segment of the upper middle class. Ho
wever,
TS SME
should do product
development and
improvement of the production process quality so that the
product can be accepted by the upper middle class segment. Marketing
communication tools that can be used by
TS SME
consists of two forms, namely
deve
loping
packaging designs and
optimizing
social media. Packaging design
consists of graphic and design, size and shape, packaging information, and
material type elements. Design of social media content consists of 50%
information, 20% selling or promotion,
20% motivation and 10% discussion
The conclusion
s
of this study
are
TS SME
should
improve the quality of
the
products,
develope the packaging
and utilize
social media in accordance with the
content
that
has been designed to inform the product to the new
market segment,
making
potential customers aware of
the products offered, increase consumer
brand awareness, influence the consumer purchasing decisions, and ultimately
purchase products offered on an ongoing basis small and medium enterprise , benchmarking, marketing communications, packaging, social media