Implementation of Marketing Communications for Haircos Cosmetics

Haircos Cosmetics is a type of hairtonic developed by universities. The product has been through laboratory tests and in collaboration with the cosmetic industry. Haircos that have been produced in large quantities must be marketed to meet the people's need for natural products. As a new product, of course, Haircos competes with similar products that first got a place in people's hearts. Therefore, this research was conducted with the aim of knowing the marketing communication strategy of Harircos products as a new product so that it can be known and interested by the public. This study uses the 4P marketing communication theory, namely product, price, place, promotion, as the basic basis for a marketing communication strategy used by a commercial product. This theory is the basis for the analysis of researchers in looking at the marketing communication strategy carried out by the founder of Haircos cosmetics. This research is a case study, with data collection through interviews and consumer surveys. This is done to see the uniqueness of the strategy carried out by the founder and team in introducing new products to the market. The results showed that implementation of marketing communications is enough to highlight the uniqueness and quality aspects of the product, giving a price to the consumer, so the location is not yet widespread marketing of which do not reach the market share. In promotional activities, Haircos does not maximize performance on digital promotions, such as social media and E-commerce. This study suggests that Haircos cosmetic products make a careful business plan to reach the target market.