PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE REVENUE: A CASE STUDY OF VISCO DAILY USE FEMININE WASH

• Main Author: Fadhlina, Diani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65672
• Institution: Institut Teknologi Bandung

In Indonesia, Visco's license and manufacturer were held by PT.Mendawai Beta Farma since 1980. Moving forward to 2016, the Visco brand takes back the license to Megapharma as a license holder who will focus on marketing and research and PT Mendawai Beta Farma as a manufacturer. Since Megapharma took over, they began to launch and distribute the daily use feminine wash series. An in-depth interview stated that treatment variants dominate Visco Feminine Hygiene. The second-biggest sales are from Visco Daily Use Feminine Wash (VDUFW). In the last two years, the sales of VDUFW have been stagnant, which creates a challenge for revenue. Education and knowledge about feminine hygiene are still challenging in Indonesia, facing social stigmas and doubts. The most popular perception of feminine wash is common for treatment, not daily use. The Feminine wash is perceived only for the sexual reason of married users, not to maintain cleanliness in the intimate area for health. The author will utilize the Integrated Marketing Communication framework to build effective communication and brand awareness. The communication key will emphasize that VDUFW is dedicated to all women and can be used daily and safely. This research aims to understand the external and internal factors that affect Visco Feminine Care and Megapharma Healthcare Indonesia and recommend an integrated marketing communication strategy to promote VDUFW brand awareness and increase revenue. The external analysis was conducted with PESTEL, PORTER 5, competitor, and consumer analysis. The internal analysis was undertaken with the Nine Core Element Marketing framework, VRIO analysis, Value Chain Analysis, and internal management interview. The primary data is qualitative research using in-depth interviews with the marketing team MHI and an online survey questionnaire. The secondary data is from journals, books, and other relevant data. The common problem is unawareness of Visco Daily Use Feminine Wash products. With the support of qualitative and quantitative research, the authors concluded that the root cause analysis of this problem is a lack of knowledge of feminine wash and low frequency of promotion activity/advertising. Therefore, the author proposed segmentation to a more mature target audience (Female, 20-54 Upper Middle Class). Several improvements were also presented in 4P concepts, such as packaging design improvements and communication message promotion. Integrated Marketing Strategy (IMC) is applied as a marketing strategy to educate customers and build awareness of the products. The proposed IMC is divided into two recommendations: the personal communication channel and the second in non-personal communication. Visco can utilize the chat feature in E-commerce or social media to directly talk to customers in a personal communication channel. The Non-personal communication channel implementation strategy in five channels: advertising in ATL and BTL media, sales promotion, event, public relations, and online and social media marketing. The proposed implementation strategy is to increase the visibility of VDUFW through ATL and BTL media to boost brand awareness in Visco's communication channel. As well as implement the communication strategy to educate customers. A more frequent VDUFW marketing mix recommends appearing in ATL media in a bursting pattern and BTL media in the always-on campaign.