PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR SUN PROTECTION BRAND AMID THE PANDEMIC CRISIS: STUDY OF NIVEA SUN

• Main Author: Ageng Kusuma Putri, Nindia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53427
• Institution: Institut Teknologi Bandung

As a tropical country, Indonesia is surrounded by sea areas and has approximately 93,000 square kilometers of inland seas among coastal areas (straits, bays, and other bodies, of water). Indonesia’s geographical situation is a benefit for the travel and tourism industry. Being one of the most attractive tourism & travel countries, the supporting travel companion products are growing together with the travel & tourism in the country. Sun protection brands are one of the commodities for travel, and according to Statista, the positive growth of sun protection products has already been expected. Since 2018, the average annual growth of the sun care market size in Indonesia has increased by 10% and is expected to increase by 14% in the future.Due to the mass media, beauty community forum, and numerous research institutes, the consumer size of the sun care industry has been continuously growing. This research begins by identifying problems encountered by one of the sun protection brands as the COVID-19 pandemic hit the country since March 2020. This research was about the market leader of the sun care category in Indonesia, NIVEA SUN. From the data findings, the real issues they faceare revealed. The first one is the declining sales. Since the COVID-19 pandemic hit Indonesiain March 2020, the total market of the sun care category is dropping to -12% YTD August 2020.Secondly, the Large- Scale Social Restrictions or known as PSBB affects the new behavior of consumers who are likely to spend more on hygiene and health category, and less on the self- pleasure category (include beauty category). Thirdly, since the stipulation of PSBB regulation from the Indonesian Government, the product distribution that are previously focused on touristy areas had to be stopped, and the lack of awareness of NIVEA SUN Face category causes the company to rely on one category only (Body Category) as their growth driver. Thenext step is to evaluate the best solution by evaluating which products and strategies can solvethe problems. The solution for the sun protection brand to recover from the crisis is a marketingstrategy by creating new STP and Marketing Mix for potential products. Integrated marketingcommunication is needed to support the potential products with new activities and campaigns.Moreover, the integrated marketing communication will help the brand to define which channelthat effectively increases the awareness of the products. To wrap up the solutions, we offer marketing mix communication suggestions as a medium for the company to directly and implicitly educate, reassure, and remind consumers about what the products offer. Afterwards, the brand is recommended to use these findings and suggestions to re-arrange the marketing strategy in facing a pandemic crisis.