Detail Cantuman

Abstract : This study aims to determine the application of the promotional mix used by
Restaurant Kentucky Fried Chicken (KFC) Makassar. This study descriptive qualitative
research that will provide an overview the implementation of the promotion mix conducted
Restaurant Kentucky Fried Chicken (KFC) Makassar in increasing the amount of buyer.
Implementation activities Makassar KFC promotion mix is done by advertising, namely the
promotion of the use of multiple media, such as newspapers, radio, installation of signs
(nameplate), banners and brochures. Then the individual sales (face to face), namely through
the promotion of energy waitresses and distribute flyers. Furthermore, sales promotion,
namely promotion by way of trade promotion activities, promotion package, sponsorship and
exhibition that followed. While the publication is in cooperation with the press on events and
the opening of a new office inauguration Restaurant Kentucky Fried Chicken (KFC)
Makassar. KFC promotion activities carried on successfully increased the number of buyers
each mount. Strategi promotional mix compiled by doing a few steps, include the
identification of target markets, designing messages, media selection and determination of
the promotion mix, so it will realize the goal of promotion, which is to create a positive
image society and the buyer of the company, to attract buyers and retain existing customers,
to realize the greatest possible sales transactions and to increase the optimal profit.

Keywords : Promotion Mix, Effective Corporate Performance