PT Allyand Putra Perkasa, is engaged in service business for the men’s grooming. Business activity of PT Allyand Putra Perkasa is opening exclusive chain barbershop in Indonesia. PAXI Barbershop established at Jakarta in 1999, and currently become the leading exclusive barbershop in Indonesia. Unfortunately there are certain problem in the promotion strategy of PAXI Barbershop. To identify those problems the writer use some tools including Product Life Cycle (PLC), Segmentation, Targeting and Positioning (STP), PEST Analysis, Porter’s 5 Forces, SWOT Analysis, Marketing Mix 4P’s, and Promotional Mix Theory as my foundation to find best solution for PAXI. Based on Promotional Mix Theory, the writer found several lacks in the promotion of PAXI Barbershop. There are 3 area that PAXI Barbershop needs to improve:
o Sales Promotion
o Direct Marketing
o Personal Selling
Lastly, there are several recommendations based on the research that the writer would like to provide PAXI Barbershop that will bring benefit for their further development


Supervisor: Bambang Gunawan