PROPOSED DIGITAL MARKETING STRATEGY: A CASE OF MULTINATIONAL MASK PRODUCER IN INDONESIA

• Main Author: Amalia, Zahrina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65083
• Institution: Institut Teknologi Bandung

Ever since the WHO declared Covid-19 as a global pandemic on March 11th, 2020, several phenomena affect the socio-culture and consumer behavior. The first one is the obligation of health protocols, including using a mask, and the second is a social distancing that creates lockdown and great restrictions on activities. These two situations lead to a significant increment in the demand for masks, as one of the mandatory PPE to prevent virus transmission, via online shopping. Triple Nexguard Indonesia, as one of the multinational mask producers in Indonesia, seeks a huge market growth opportunity from these conditions. On the other hand, several challenges are Nexguard Indonesia when facing the exceptional condition during the pandemic and fierce competition, such as the product allocation and prioritization from the global market supply, the inability to manufacture locally with acceptable time-to-market, the raising of digital marketing expertise and evolving of style mask products. These challenges make Triple Nexguard Indonesia must rethink what is the best positioning vis-à-vis competing for brands in the mask segment and how to set and implement the digital marketing strategy to be competitive and reflects the Triple Nexguard Indonesia positioning in the mask segment. From the research, it is concluded that Triple Nexguard position as the highest protection mask that delivers quality assurance with advanced quality filtration and strong brand equity with international medical organization patent, with the primary target market of people who are very worried and worried about their mask wearer behavior during the pandemic situation. According to this research, the project stream of digital marketing strategy for Triple Nexguard Indonesia is divided into two major activities that can be implemented simultaneously. The first activity is a content marketing strategy that emphasizes amplifying the content of product information to build brand awareness. Then, the e-commerce strategy focuses on the transactional process. Both strategies are derived from consumer behavior that can impact the customer’s path and journey.