Marketing Plan at PT Catur Manunggal Berjaya Facial Cleansing Tissue “Buddies” Product

Aims: Researchers want to discover the marketing plan of PT Catur Manunggal Berjaya Facial Cleansing Tissue called “Buddies”.

Study Design: Applied qualitative research.

Place and Duration of Study: PT Catur Manunggal Berjaya.

Methodology: Data collection methods used are interviews, observation, and document analysis. Semi-structured interview of business owner, one (1) finance manager, one (1) sales manager, one (1) purchasing manager, one (1) production manager, and two (2) production employees. The media used in the interview process is in the form of written notes. Non-participant observations were also carried out to dig deeper into the data and observe closely the condition of the business entity. Observations were made on marketing activities (sales, purchasing, warehouse, production, payment, customer service, recording, controlling, and mobilizing HR performance). Document analysis was carried out by comparing the previous interview data and several other documents provided by the business entity (organizational structure, marketing photos, and regulations. So that the data is not biased, validity and reliability are carried out.

Results: The marketing plan of PT Catur Manunggal Berjaya facial cleansing tissue called “Buddies” contain (1) deciding marketing goal and target, (2) segmenting, targeting, and positioning, (3) determining marketing mix in which is 4P’s, (4) sales including activity team, and budget, and (5) revenue stream including drop size and revenue estimation.

Conclusion: The strategies make the product reach the target in which is concluded in Indonesian cosmetics market business.