CV. KURNIA is a company which is producing clothes, especially for men. There is new product included in men's casual clothes, it is recognized as JORAM. But, recently there is no improvement in the selling of JORAM. After we do consumer behavior researclL we can see that this brand has not been recognized yet, and this product can not fulfill consumer's desire.

Method Used:
The method which is used for this final exam is Integrated Marketing Communications Planning Process, which is will be used in CV. KURNIA's marketing system for implement, monitor, evaluation, and control integrated marketing communications program.

Summary of Finding, Conclusion, and Recommendations:
JORAM still has unsuitable product with consumer's necessities even though the price is still affordable and the distribution channel is still depends on department store partnership. After we do consumer behavior research, we can conclude that JORAIM has not been recognized yet by consumer, so we need marketing communication strategy to improve brand awereness. Every program of communication stategy written in media plan (September 2010 - August 2011), constitute a prograrn which is continuously between consumer of JORAM with a quote (man with his brain and heart) that is conveyed to the consumers.
The recommendation for CV. KURNIA, especially JORAM is to do periodic research of consumer behavior and deeper in every consumer behavior so we can get the most update consumer's taste classification. That is needed to dwelop and to improve the production quqlities and marketing communication strategy nex year, moreover, we have to increase distribution channel to the location which is appropriate with consumer's target.