INNOVATING AN INTEGRATED MOBILE APPLICATION TO CONNECT BRANDING, MARKETING COMMUNICATION, AND SELLING OF BEBELAC IN ONE INTERACTIVE DIGITAL PLATFORM

• Main Author: WIENANDAR (NIM 29316435), ARBI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25718
• Institution: Institut Teknologi Bandung

Nutrition deficiency is a major problem in Indonesia which some standards from WHO have not been met by the government and its society. Nutricia as the firm in marketing Bebelac products understand and support the importance of breastfeeding practice that government always actively promotes to its society. Nutricia through Bebelac as its products always believe that breastfeeding is the best nutrition for babies until 1 year old. Bebelac works to support the government mission and also company mission to give the best nutrition for Indonesian children. Infant formula milk category is declining these past two years, Bebelac as the market leader in premium segment must not let the trend in negative form. The study explores alternative approach for Bebelac so it can fit with current consumers’ behavior and lifestyle. The initiative from author is to create a mobile application which can integrate all missions to answer those problems into one interactive digital platform. This study is aligned with the theory of Marketing 4.0 which author has set as the benchmark of analysis of the study, transforming the traditional to digital.