Promotion Strategy for Personal Development Training Services: A Qualitative Case Study of CV Duta Grooming Indonesia
DOI:
https://doi.org/10.65336/WJEBM.2026.31107Keywords:
Promotion strategy, promotional mix, training services, small enterprise, social media marketingAbstract
Small training providers that introduce services unfamiliar to their local market must educate potential customers while operating with limited resources. This study examines the promotion strategy of CV Duta Grooming Indonesia, a personal development training provider founded in 2023 in Banjarmasin, South Kalimantan, focusing on the promotional tools used, the constraints faced in implementing them, and the efforts made to overcome those constraints. A descriptive qualitative design was employed. Data were collected through in-depth interviews with the founder as key informant and two staff members, direct observation of promotional activities, and company documents, and were analyzed using the Miles and Huberman interactive model. The findings show that the company combines five promotional tools: advertising on social media (Instagram, TikTok and WhatsApp), personal selling through proposals and visits to institutions, sales promotion in the form of seasonal discounts, public relations through content creators and educational content, and direct marketing through personal follow-up. Implementation is constrained by a promotion budget that is not separated from operating funds, a shortage of content creation staff, insufficient direct outreach to institutions, the founder’s dual role as trainer and lecturer, and underuse of digital marketing tools. The company responds by planning a dedicated promotion budget, recruiting promotion staff, intensifying direct proposal distribution, restructuring the founder’s time, and training staff in digital marketing. The study highlights that for resource-constrained service start-ups, the binding constraint on promotion is organizational capacity rather than the choice of promotional tools.
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