PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY WARDAH “BEAUTY MOVES YOU” CAMPAIGN

• Main Author: Hikari Zuhria, Kimiko
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74445
• Institution: Institut Teknologi Bandung

Beauty industry in Indonesia is a growing and large market that every businessman should aware and consider. Revenues are $7.5 billion in 2021 with growth rate 6.5% annually. In 2022, with total value growth of around 5%, cosmetics industry in Indonesia benefited from experiencing the post-pandemic lift. Wardah, as the biggest market share in beauty industry, is facing tight competition with other brands, halal proposition that formerly used by Wardah to distinguish the brand from its competitor, become hygiene factor as there are regulation from Indonesian Ministry of Religious Affairs' Halal Product Assurance Organizing Agency that new applications of new cosmetics must be halal. Emotional marketing campaign is one of the way to increase brand awareness as well as strengthen brand power. In 2021 Wardah launched ‘Beauty Moves You’ campaign, with this emotional marketing initiatives, Wardah encourage women to be useful and moves her surroundings. Because there is still a lack of awareness of Wardah's emotive marketing campaign, "Beauty Moves You," improvements must be made. Before makin plan, internal factors such as STP analysis (segmentation, targeting, and positioning) are taken into consideration to ensure that the marketing communications increase in emphasis, relevance, and customization for the target audience. The VRIO analysis will assist in determining how the company's resources affect its market position. Porter's Five Forces is the first framework to analyze external factors. It defines and evaluates five competitive forces that have an impact on every industry and helps to identify a sector's weaknesses. The entire environmental background that affects the firm is shown through PESTEL analysis, along with any changes to this business environment. In the end, competitor analysis will also be done to identify rivals in the industry and discover their varied marketing strategies. The author will perform a SWOT analysis in addition to internal and external analysis to classify strengths and weaknesses as well as opportunity and threat. The TOWS matrix is then used as the foundation for a communication strategy proposal. In order to make sure that every brand communication over the course of a time period is relevant and consistent, integrated marketing communication was finally developed. For a brand to offer outcomes that customers would accept, its end-to-end communication delivery must be consistent and targeted. Due to the development of information media, both online and offline communication must now be taken into account. Since it has already developed into a sustainable competitive advantage for Wardah, the company needs to constantly communicate its emotional marketing strategy. Given the size of Wardah's business, an integrated marketing communication plan is required to ensure that all of its messages are effectively delivered. The paper aims to propose a suitable integrated marketing communication for improving campaign awareness. According to the study, integrated marketing communication could help in increasing brand awareness for Wardah.