STRATEGI KOMUNIKASI PEMASARAN XAVIER MARKS PARADISE DALAM MEMPROMOSIKAN PROPERTI DI BALI

Abstract

Marketing communication strategies have a very important role, especially in the context of business lines that focus on optimizing promotional activities for a product or service. This effort allows business actors to be dominant and differentiate themselves from competitors. Xavier Marks Paradise is a top class real estate company that provides various services, such as buying and renting houses, land and commercial properties. This research aims to determine the marketing communication strategies used by Xavier Marks Paradise in promoting property in Bali. The approach used in this research is a qualitative descriptive approach with data collection methods, namely interviews, observation and document study. Through this research, it was found that Xavier Marks Paradise implemented a promotion mix which consisted of 5 main elements, namely advertising, sales promotion, public relations, personal sales, and direct marketing. Apart from that, the marketing communication strategy is completely carried out through property agents who are given the freedom to carry it out to support the property promotion process at Xavier Marks Paradise.