PROPOSED INTEGRATED MARKETING COMMUNICATIONS FOR COOLANT PRODUCT THROUGH MARKETING 4.0 PERSPECTIVE AT PT WOW LUBRICANTS

• Main Author: Arif Ratfianto, Mohamad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46877
• Institution: Institut Teknologi Bandung

PT WOW Lubricants is a subsidiary company of PT WOW (Persero), which a spin-off company from lubricant business unit of PT WOW (Persero), that was establish on September 23, 2013 with the type of company is Limited Liability Company. PT WOW Lubricants is established in purpose to increase its strength in lubricants business through domestic and overseas business. The main business activities of PT WOW Lubricants are production and processing of lubricants, grease product, and base oil product including whole supply chain activity. PT WOW Lubricants have a differentiation product which is coolant product that included in specialties product. The customer engagement for this coolant product is still lacking so the value of product is not optimally delivered to customer, so the company should understand the needs from customer. Hence, this research is focus on create marketing communication strategy for coolant product at PT WOW Lubricants in order to optimally deliver the value from coolant product and have better customer engagement by fulfill the customer needs. Marketing world also has been considered entering the era of marketing 4.0, which is marketing approach not only focus on one channel (offline or online) but combines both offline and online channel. The way of customer to approach a product also change, they have various channel to approach a product by using offline and online channel. The advancement of technology, internet, and devices also change the customer behavior to interact and engage with the product. This research is using quantitative method which is questionnaire based on The Five A’s Framework theory in marketing 4.0 approach to collect the data and use the questionnaire result to find out the customer needs. The customer needs are generated from result of each phase in The Five A’s Framework which is Aware, Appeal, Ask, Act, and Advocate, that is preferred seeing offline store to knowing the product, high-quality product, more promotion and recommendation or product review, preferred channel to find out product information through online media and recommendation, and preferred channel to purchase the product through offline store. Then, to create recommendation marketing strategy to fulfill customer needs, author is using Promotion Mix including advertising, sales promotion, personal selling, public relations, and direct marketing. Therefore, to optimally deliver the value of product and have better customer engagement, PT WOW Lubricants should understand and fulfill the customer needs through all phase in The Five A’s Framework. Then, the implementation plan should be made for the recommendation strategy.