Marketing Communication by Businesses in the Cerebral Palsy Community

DOI

10.2991/978-2-38476-008-4_29How to use a DOI?

Keywords

Community; Marketing; Cerebral Palsy

Abstract

The cerebral palsy family community is a group of parents who have children with brain paralysis. In this community they have a variety of activities aimed at therapy so that it can stimulate their child’s motor, sensory and cognitive abilities. Members of this community are very active in participating in every activity because not all parents are economically able to treat their children through medical services at the hospital. Most parents in this community also make efforts to increase their child’s medical expenses. Even though they are small businesses, they are trying to do marketing to reach consumers. It is not easy to carry out marketing activities for the products or services they produce because they have to coincide with caring for children with cerebral palsy. Children with cerebral palsy need the attention and help of their parents in their daily activities. Therefore, this study aims to see how parents of children with cerebral palsy communicate the products and services they market to consumers. Then what is the role of the community in their marketing communication activities. Generally, marketing communication is always related to the 7P theory (product, place, promotion, price, process, people, physical environment) but in this case, of course it is unique because there are limitations and a community base that they use as a means to market their products and services. This research method is a case study with qualitative approach, and I collect data with interview and field observations, researchers interviewed five informants. The conclusion in this study is that the community becomes a means to market their products, community members work together to promote the efforts of their members because they feel the same fate. Meanwhile, the name of the community, namely “Cerebral Palsy Family” became a marketing communication brand to sell sympathetic stories that made consumers touched to make product purchases.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mutiah Mutiah
AU  - Diyah Utami
AU  - Tsuroyya Tsuroyya
AU  - Vinda Maya Setianingrum
AU  - Fitri Norhabiba
PY  - 2023
DA  - 2023/03/19
TI  - Marketing Communication by Businesses in the Cerebral Palsy Community
BT  - Proceedings of the International Joint Conference on Arts and Humanities 2022 (IJCAH 2022)
PB  - Atlantis Press
SP  - 254
EP  - 261
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-008-4_29
DO  - 10.2991/978-2-38476-008-4_29
ID  - Mutiah2023
ER  -