THE PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR UNIT LINK PRODUCT OF SLFI

• Main Author: IBRAHIM RACHMAN (NIM : 291070860); Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, M. Sc., MUHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16563
• Institution: Institut Teknologi Bandung

Currently there are 23 life insurance companies competing in unit link product market in Indonesia. In order to win the competition, SLFI need to create a strong brand that will bring a lot of benefits to the company which are can be utilized as a base for franchise, increase the brand loyalty, price become inelastic and build competitive advantage. In building a strong brand, a method that can be exercised is by increasing the brand awareness of SLFI that will drive the growth revenue of SLFI's unit link product. The research conducted by internal and external party shown that awareness to SLFI brand is still low. From the analysis of root cause found that the main problem is marketing communication which has not been run at maximum level that lowers the SLFI sales figure. The analysis will use qualitative method with Porter's 5 Forces, 7P, SWOT and TOWS. In order to resolve the problem, SLFI will use Integrated Marketing Communication (IMC) as a marketing communication strategy to help to increase SLFI's awareness and sales. <br /> <br /> <br /> Solution provided will include IMC planning, identification of target audience; determine the communication objective; strategy; budget; schedule and IMC Mix effectivity evaluation plan. Based on internal and external analysis, the IMC functions that will be utilized by SLFI are Advertising (in TVs, Magazines, Alternative Media and Internet), Sales Promotion, Public Relation, Personal Connection, Experiential Contact <br /> <br /> <br /> and Word of Mouth. SLFI IMC Program will take place for a period of 6 months and will be continuously performed by considering periodic evaluation result.