Abstract
This study aims to explain the marketing strategy of STP (Segmenting, Targeting and Positioning) in marketing the beauty products of House of Beauty Pematangsiantar. The research was taken based on information from the head of the branch manager, customer service, employees and clients of the House of Beauty Pematangsiantar. Thiis research is a qualitatiive research with descriptive method. From thee research that has been done, the researcheer concludes that the segmenting strategy carried out by the Pematangsiantar House of Beauty is based on geographic and demographic segmentation. The geographic segmentation of the targeted sector is the sector, especially Pematangsiantar City. While the demographic segmentation is students and university students, civil servants, private employees, and mothers in the age range of 17-60 years. For the targeting house of beauty in Pematangsiantar, the main ones are students, women, and private employees. The positioning carried out by the house of beauty is with the concept of Nature Meets Technology which is a combination of active herbal cosmetic ingredients with sophisticated and modern technology beauty equipment. House of Beauty has standardized quality equipment based on medical analysis and consultation, so that it can provide the best results.
Highlights
This study aims to explain the marketing strategy of STP (Segmenting, Targeting and Positioning) in marketing the beauty products of House of Beauty Pematangsiantar
The research was taken based on information from the head of the branch manager, customer service, employees and clients of the House of Beauty Pematangsiantar
From thee research that has been done, the researcheer concludes that the segmenting strategy carried out by the Pematangsiantar House of Beauty is based on geographic and demographic segmentation
Summary
Dengan bertambahnya sirkulasi yang pesat, para pemeran usaha semakin tanggap terhadap transmutasi yang terjadi, sehingga melahirkan kompetisi yang ketat terutama didunia pemasaran. Perusahaan diharuskan meminta dan meluaskan rancangan yang diterapkan agar disesuaikan dengan sirkulasi era ini yang berminat untuk menjaga dan memperluas target pasarnya. Pendiri House of Beauty adalah Dr Rina Djijo tahun 2001, RD House Beauty menjadikan kliinik kecantiikan yang melahirkan perawaatan sehat pada muka dan badan pelanggan dengan menerapkan teknologii modern canggih saat ini. Dibantu dengan ahli untuk menjadikan harapan pelanggan agar memiiliki kulit muka sehat dan terurus serta tubuh yang sehat dan iindah. House of beauty mempunyai standart perlengkapan bertingkat yang akan diberikan berdasarkan analisa serta pembicaraan dengan ahli medis, sehingga bisa memberikan hasil yang terbaik untuk para pelanggan. Salah satu produk akan mempunyai pengaruh kompetiitif jika produk tersebut memiliki manfaat yang pentiing dan khas untuk pelanggan berdasarkan pemikiran (Tjiptono 2007:211). Berdasarkan maksud diatas, peneliti mendeskripsikan dan menggambarkan terkait segmenting, targeting serta positioning dalam pemasaran house of beauty pematangsiantar
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