INTEGRATED MARKETING COMMUNICATION STRATEGY FOR NAJIS CLEANING SOAP: A CASE STUDY OF SABUN PENSUCI RUMAH INOVASI NATURA

• Main Author: Larasati Purnomo, Halimah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/64542
• Institution: Institut Teknologi Bandung

MSMEs face numerous challenges due to the pandemic COVID-19, including operation constraints, revenue decline, and workforce reduction. To recover from this condition, MSMEs must be aware of market opportunities and offer products that the consumers need. In Indonesia, where there is a large Muslim population and personal hygiene is a major concern for everyone due to pandemic COVID-19, Halal soap could be a potential opportunity. Currently, PT Rumah Inovasi Natura (RIN) and Research Center of Nanoscience and Nanotechnology Bandung Institute of Technology (RCNN ITB) are collaborating for the down-streaming of 'Sabun Pensuci’ as Halal najis cleaning soap to the market. This research aims to understand the potential target market needs, identify potential target markets’ behavior in purchasing soap activities, and formulate integrated marketing communication (IMC) strategy for Sabun Pensuci to gain consumers’ awareness. This research used primary and secondary data to support the analysis using a mixed-method approach. Primary data was collected through in-depth interviews, focus group discussion (FGD), and online survey questionnaire distribution. Secondary data sources come from journals, publications, and research articles related to the research topics. These data will then be analyzed with thematic analysis, descriptive statistical analysis, and mean analysis using SPSS. This research found that 1) Veterinary, doctor, and related work-field have a high-risk exposure to najis. 2) Consumers show positive attitudes towards Halal-labeled products and knowledge regarding najis. 3) Consumers' most preferred promotional activities are discounts, free shipping, and free products. 4) Social media is the most prevalent information and communication medium. 5) Experts, ulama, and influencers' recommendations may influence consumers' interest in the products. 6) Consumers prefer content that is informative and entertaining. Based on the result, the proposed target market for Sabun Pensuci is people who work in veterinarians, doctors, animal husbandry, slaughterhouses, pet shops, laboratories, and restaurants that have a high risk of being exposed to najis. The proposed integrated marketing communication strategy formulation for Sabun Pensuci is focused on online and social media marketing.