Creative Communication:Marketing Public Relations Strategy In Sayurbox

Abstract

Start-up companies have emerged driven by advances in information technology. The company has a fast
and dynamic pattern of change in running its business and is always required to make continuous
improvements to company activities to improve existence. Sayurbox is a start-up company engaged in
providing vegetables and fruits comfortably through websites and mobile applications that can maintain its
existence where many similar start-up companies have fallen. Marketing Public Relations (MPR) is part of
the overall marketing strategy of a company as a liaison between the company and consumers and the wider
community through the delivery of information, programs and convincing impressions. This research aims
to analyze communication strategy of marketing public relations from Sayurbox of maintaining existence.
This research methodology uses qualitative research with a case study approach, data is collected through
interviews. The results showed that the Public Relations Marketing strategy implementing differentiation
strategy with open communication direction on objective and functions. Sayurbox carried out through an
independent department function consisting of media relations, digital & public relations. In
implementation of marketing public relations Sayurbox use only two strategies: pull strategy and pass
strategy. Pull strategy is carried out through activities such as advertising in mass media, activities in digital
channel and social media, consumer sales promotion such as shipping free charge, as well as
implementation of marketing event such as the Harvest Party Festival. Pass strategy is done through
collaboration with several other organizations and through sustainability activities to improve the
company's image to customers. Meanwhile, push strategy is not implemented due to nature of business
which does not involve distribution channels.