This study discusses about promotion
strategies on product Bus Chassis that consist of sub variables advertising
& sales promotion for 1-year period ahead starts in May 2013 – May 2014 and
product promotion characteristic in customer’s vehicle Mercedes – Benz.
Respondents were drawn before from the Fleet Owner Gathering evaluation. Data
Analysis method used is analyzing market with using integrated marketing communication
concept because the study was designed to create a strategies for one year long
period that influence variables of promotion practices by using statistical software SPSS
15 for windows. It was conclude that IMC concept is
helping the disadvantages can also positively affect the customer’s perception
toward the product Mercedes – Benz Bus Chassis customer satisfaction. Direct
marketing on advertising aids is very influential for bus business
transportation and thus the sales promotion strategies for 1-year period ahead
to more incentive to undertake the promotion activities to be the branch
marking and consist in the transportation business areas in Indonesia.