Evalube Lubricants’ Marketing Communication Strategy for Vehicle Lubricants in Building a Brand Image
DOI:
https://doi.org/10.59890/ijels.v4i8.78Keywords:
Marketing Communication Strategy, Personal Selling, Corporate Brand ImageAbstract
In the increasingly competitive automotive lubricants industry, companies are required to implement effective marketing communication strategies to build and maintain their brand image. PT. Wiraswasta Gemilang Indonesia (WGI), as the manufacturer of Evalube Lubricants, faces the challenge of enhancing its brand’s competitiveness in the market. This study aims to build the brand image of Evalube Lubricants in Bandung by applying the theory and concepts of personal selling, specifically through the implementation of prospecting & qualifying, pre-approach, approach, presentation, handling objections, closing, and follow-up. Personal selling was chosen because it enables direct interaction between salespeople and consumers, thereby fostering more personal relationships and providing in-depth product education. The research method used is a qualitative descriptive approach with data collection techniques including in-depth interviews, observation, and document analysis.
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