| dc.description.abstract | ABSTRACT In the point of view of marketing communication, it can be known how a company make planning, determining price, promoting and distributing goods and service from the producer to the consumer for the purpose od satisfying the consumer needs and desires so that the company will survive. The objective of the this research is to know the marketing communications strategy that it used by a service company, PT.Asuransi Life Allianz. The case study of this research is how the execution of the marketing communication strategy is in "Business System" program of 2M Tapro Dana Cash of PT.Asuransi Life Allianz Branch Yogyakarta concerning the reality that the company is the number one insurance company in the world an is "the old player" in insurance world, Allianz has not been on the top position in the list of Indonesian insurance company chart. As the matter of fact, for whatever the criterias of the insurance company chart are, it is very important to be in the top position in order to be good reference as the right insurance company choice. This research is descriptive research that apply interpretive paradigm with qualitative explorative design, by doing observation, interview and document research as data research method. The interview has been taken from seven informants. The result of this research shows that to know what is the communications strategy used, the goal to be achieved must be set first. And the goal can be set ini the segmenting, targeting and positioning. And then to achieve the goal, the strategy in product, place, price, and promotion is arranged. The strategy is known as Marketing mix that later represented in Integrated Marketing Communications (IMC) that consist of specific mix of the advertisement, public relations, personal selling, selling promotions and direct marketing devices used in a company to communicate the customer value persuasively and to build the relationship with the customer. The research shows that the application of the marketing communication strategy in Tapro Dana Cash 2M of PT.Asuransi Life Allianz Branch Yogyakarta is done by "Business System" by taking advantage from mix advertisement, personal selling and word of mouth so it can determine how is the next development of the company. Keywords: marketing communications, marketing communication strategic, marketing mix, integrated marketing communications | |
