INTEGRATING SUSTAINABILITY VALUE OF NANO HALAL SOAP THROUGH BRAND IDENTITY AND GREEN MARKETING

• Main Author: Melani Aldina Wijaya, Rani
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63898
• Institution: Institut Teknologi Bandung

Indonesia is a country with the largest Muslim population. Thus, halal product would have a lot of potential buyers. Indonesia is planning to focus on halal products to increase the economy. SMEs seen as one of the key factors of this strategy. As the green lifestyle and positive attitude towards green product in Indonesia is increasing and government policy direction is supporting sustainability value, at the same time green market in Indonesia is emerging. Thus, halal and sustainability values are two important intangible components for a product. Nano halal soap is a product to clean severe najis and has potential to market their sustainability value because of their local natural ingredients, eco-friendly packaging and responsible waste management. Sustainability value seen as a differentiator of nano halal soap among the direct competitors which sell their product at a cheap price. Thus, the branding and its marketing strategy can help nano halal soap to compete by added value, not by lowering the price. This paper aims to investigate the potential target market for nano halal soap in the business to consumer market; and to explore the suitable brand identity by using a green marketing approach. A mixed method was used, with 15 people interviewed and 163 people completing a questionnaire. The qualitative result was analyzed by thematic analysis and the quantitative result was analyzed by descriptive analysis and PLS-SEM. The findings revealed that Muslims who care about sustainability value through an ecofriendly product is the potential market for nano halal soap. The emergence of the green market would help nano halal soap to conquer the new market opportunities and promote their brand identity as a green brand through the brand identity prism, such as: physique, personality, culture, relationship, reflection and self-image. Nano halal soap can also use defensive green marketing strategy as the response to market opportunity. Green brand positioning is the main focus of green marketing strategy in this research.