Improving Paxi Barbershop Promotional Strategy

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Andrianto, Galih (2015) Improving Paxi Barbershop Promotional Strategy. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Nowadays, barbershops become promising business in Indonesia, the competition in barbershop industry also become fiercer. There are several new barbershop starts to emerge and try to compete with their own unique concept and more competitive price.PT Allyand Putra Perkasa, is engaged in service business for the men’s grooming. Business activity of PT Allyand Putra Perkasa is opening exclusive chain barbershop in Indonesia. PAXI Barbershop established at Jakarta in 1999, and currently become the leading exclusive barbershop in Indonesia. Unfortunately there are certain problem in the promotion strategy of PAXI Barbershop. To identify those problems the writer use some tools including Product Life Cycle (PLC),Segmentation, Targeting and Positioning (STP), PEST Analysis, Porter’s 5 Forces, SWOT Analysis, Marketing Mix 4P’s, and Promotional Mix Theory as my foundation to find best solution for PAXI. Based on Promotional Mix Theory, the writer found several lacks in the promotion of PAXI Barbershop. There are 3 area that PAXI Barbershop needs to improve: o Sales Promotion o Direct Marketing o Personal Selling Lastly, there are several recommendations based on the research that the writer would like to provide PAXI Barbershop that will bring benefit for their further development. Keywords: Barbershop, Marketing and Promotional Mix

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
H Social Sciences > HJ Public Finance
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Putri Dwi Novia
Date Deposited: 18 Jan 2020 08:32
Last Modified: 18 Jan 2020 08:32

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