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This study aims to examine changes in the integrated marketing communication strategy for the KingsMan brand knife. This research focuses on the strategy changes made by KingsMan in market penetration in the midst of market competition. Apart from market competition. The product brand is constrained by restrictions during the pandemic, so a change in marketing strategy is needed. This research uses descriptive qualitative method with primary and secondary data. The results of the study show that changing KingsMan's strategy by using marketing mix techniques is able to increase product absorption in the market. In addition to increasing sales, KingsMan's marketing mix also increased brand awareness of the brand. This study has limitations in terms of the respondent's area in Surabaya and the digital marketing channel used. This study provides recommendations for further research that emphasizes aspects of digital marketing strategies

Human Resources (HR) is the most important element in an organization. The quality of HR is also used by companies to meet the demands of increasingly high market demands. The company's productivity is built by a process that requires the basic competencies of hard skills and soft skills. The company's challenges will be even harder, because in addition to printing and building competent human resources, it must also be in accordance with market needs. PT. Kimia Farma Trading and Distribution (KFTD) Surabaya branch faces a similar challenge in increasing the productivity of its employees. This study will measure the extent of the ability of hard skills (X1) and soft skills (X2) on employee productivity (Y). The study population was employees of PT. Kimia Farma Trading and Distribution (KFTD) Surabaya branch. The results found that the ability of hard skills and soft skills significantly influence employee productivity with a value of R2 83.3%. Variable hard skills contributed 17.6% with a significance value of 0.015