Analisis Strategi Pemasaran dalam Meningkatkan Volume Penjualan PADA PT. Unilever Indonesia, Tbk

Abstract

The objectives of this study are: 1). To find out the development of sales volume at PT. Unilever Indonesia, Tbk, 2).
To analyze the implementation of marketing strategies in increasing sales volume at PT. Unilever Indonesia. The
research method used is qualitative research. Data obtained by conducting library research. Data analysis used is
data reduction, data presentation and data verification (drawing conclusions).The results of this study are the
marketing strategies implemented by PT. Unilever Indonesia, Tbk in increasing sales volume consists of product
strategies, pricing strategies, distribution strategies and promotion strategies. The development of unilever home
and personal care product sales experienced the highest increase in 2016 which increased by 9.05 percent, then the
lowest increase occurred in 2018 which only increased by 0.7 percent and the average sales of home and personal
care products for 5 ( five) years, an increase of 3.95 percent. Unilever foods and refreshment products experienced
the highest increase in 2015 which increased by 11.8 percent, then the lowest increase occurred in 2017 which
increased by 2.8 percent and the average sales of food and refreshment products for 5 (five) years namely increased
by 7.28 percent. The results of the analysis of this study are PT. Unilever Indonesia, Tbk applies 4 (four) marketing
strategies, which include: 1). The product strategy consists of a strategy of product diversification and product
differentiation, 2). The pricing strategy consists of a strategy of low price leadership and price discrimination, 3).
Distribution strategy where the flow starts from manufacturers, agents, wholesalers, retailers, and consumers, 4).
The promotion strategy consists of advertising, sales promotion, personal selling, direct marketing and public
relations with the website.