PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO RAISE BRAND AWARENESS FOR PAVETTIA SKINCARE

• Main Author: Nabila, Valisha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65404
• Institution: Institut Teknologi Bandung

Pavettia is a natural skincare brand in Indonesia that use natural ingredients. The average number of Pavettia’s products sold per month only reached 143 products while their competitors successfully sold thousands of products. The brand awareness of Pavettia is considered low. According to the research, 94% of 100 respondents never heard about Pavettia brand. This research was conducted to identify the problems faced by Pavettia Skin Care and proposed solutions to raise their brand awareness. In this research, both qualitative and quantitative methods are used. In-depth interviews with Pavettia’s internal management was conducted and online questionnaires were distributed to 164 respondents which are the target market of Pavettia. The secondary data were gathered from Pavettia’s internal data and other sources such as textbooks, journals, and others. The internal environment analysis used several methods which were STP Analysis, Marketing Mix, VRIO Analysis, and Porter’s Value Chain. The external environment analysis were explored by using PESTEL Analysis, Porter’s Five Forces Model, Competitor Analysis, Consumer Analysis, SWOT Analysis, and Root Cause Analysis. The author proposed an STP and proposed marketing mix for Pavettia resulting the expansion in terms of product variants, maintain their affordable price, expand place to distribute their products through both online and offline channel, promotion activity, and social media marketing. Other than that, the author also proposed integrated marketing communication strategy and Five A’s Framework for Pavettia as the result of the integrated marketing communication strategy. It can be concluded that Pavettia has a huge potential as a local natural skincare brand in Indonesia. However, they need to do several marketing strategy.