INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE CONSUMER AWARENESS FOR INSTAPERFECT BY WARDAH

• Main Author: Firdausa, Sheilla
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42651
• Institution: Institut Teknologi Bandung

Indonesia’s cosmetics sector performed strongly throughout 2018 in line with the country’s growing middle class and increasingly affluent consumers. Cosmetics market is increasingly tempting because women will spend higher for cosmetics. It is affected also the increasing number of an upper middle class in Indonesia known to be fond of shopping. Wardah is a brand under local company named PT. Paragon Technology and Innovation which been long time existed in the Indonesia market. Currently, Wardah as market leader in Indonesia with growth above 30% of total market share. To improve modernity, especially for millennials and be able to compete with global brands, Wardah created a premium series, namely Instaperfect series so that it can grab middle to upper class. Instaperfect has just launched on August 2018. Instaperfect series consumers is urban active women have no much time to get instantly beauty in urban cities especially active women (on-the-go). Instaperfect product has complete range products, such as face, eye, and lip products. Integrated marketing communication is an important thing to promote the product and create consumer awareness until purchase the product. Instaperfect by Wardah has a positive feedback from consumer especially 3 months after launched however after that the sales performance was not good performance even was already promoted through ATL and BTL. The big hype during Instaperfect launch created high expectations among consumers, and they found dissonance when they are experiencing the product. The communication also is not optimal in reaching the target audience, instead bringing distance and low familiarity to the brand. Instead it is strongly associated with Wardah image as mass product for muslim or hijab. It has problem also about consumer satisfaction due to not all products are reviewed positive by consumers on online forum. Therefore, it need efficient integrated marketing communication strategy with determining consumer behavior toward Instaperfect product purchase. According to quantitative research, the most information source would trigger consumer to buy or try the product by social media (Facebook, Instagram, Youtube and others), followed beauty influencer as well as TV and digital or social media ads. The way to deliver marketing communication itself also need to be attractive and could be remembered easily by make a brief the storyboard as attractive, unique and modern. Instaperfect still in introduction stage, so it should be prioritized are advertising. There are two alternatives offered for counter the problems for introduction stage to get awareness by consumer which are: (i) Do TV advertising with only the highest rate TV Shows with airing long-period, increase Digital Ads, aggressively increase endorsement beauty influencer (micro and macro influnecer), increase post for Social Media activities and increase gimmick, package and sampling promotion, (ii) increase amount of TV show, frequency, and airing period for TV Advertising, less on Digital Ads, less endorsement of beauty influencer (only few top beauty influencer), normal post frequency on social media and normal quantity of sampling promotion program. To maintain customer relationship in maturity stage, Instaperfect should omptimizing the beauty omni channel for millenial generation. Instaperfect should focus on blending online and in-store experiences through develop mobile app. The app is designed to emulate the knowledge of a personal shopping assistant in that it provides product information, tutorial, product recommendations, reviews, pricing information in a simple format which makes it easy for a customer to purchase products.