BOOSTING AWARENESS FOR HEALTHY INSTANT NOODLE PRODUCT IN INDONESIA MARKET THROUGH 5A’S FRAMEWORK AS INTEGRATED MARKETING COMMUNICATION STRATEGY (CASE STUDY: PT LEMONILO INDONESIA SEHAT)

• Main Author: Amalia Muthoharoh, Khoirina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57797
• Institution: Institut Teknologi Bandung

The number of Covid cases that occurred in Indonesia began to increase significantly at the end of the 2020 period. This made the Government of Indonesia craft Keputusan Menteri Kesehatan No. HK.01.07/MENKES/328/2020 to regulate how the people respond wisely to the pandemic. Hence, hopefully the people could better maintain cleanliness and healthiness by implementing health protocols, increasing body resistance, and reducing crowds. This is also supported by Nielsen’s research analysis which confirms that consumer behavior changes to be more concerned with health and to do more activities at home. Quoted by John F Kennedy “When written in Chinese the word crisis is composed of two character one represents danger and the other represents opportunity”. One of the parties that bear these two strains is the industrial field of FMCG. Looking at this phenomenon, one company of FMCG that can identify and catch up this opportunity is PT Lemonilo Indonesia Sehat. Lemonilo offer a healthier instant noodle product compared to the other similar product in the market. With the predominance of this healthier product and the change in consumer behavior that prioritizes health aspects, it has become a gold moment for Lemonilo to promote and build awareness more aggressively. The Author brings the study to answer two main problems, first to give a better understanding how well the Lemonilo’s marketing strategy has served especially during pandemic outbreak. Also, to get to know how the strategies influences the brand whether positively & negatively. Second, to find out to what extent the awareness of Lemonilo’s instant noodle in Indonesia market based on customer perception compared to the similar existing product in the market and what purchase decisions factors influence consumers the most. The Author suggests two recommendations how to formulate effective marketing strategy plan for years 2022-2023 in order to gain more awareness, cover bigger market share, and strengthen the postition. The certain year is taken due to the period of the year is chosen to prepare a short-term marketing strategy for the new product, in the first 5 years. Author try to conduct the research using Marketing 4.0 analysis and New Wave Marketing Principle.