COMMUNICATION STRATEGY TO INITIATE PRODUCT AWARENESS FOR NANOTECHNOLOGY BASED MOISTURIZER CASE STUDY : SKINCRAVE COMPANY

• Main Author: Risma Kania, Hana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75503
• Institution: Institut Teknologi Bandung

The increase in the skincare and self-care industry in Indonesia has forced skincare companies to implement effective communication strategies to fulfill customer needs and desires. Some of them promote their product value, such as benefits, ingredients, and technology they use. Product value is something contained in a product that reflects the customer's desire to keep the product. SkinCrave is a new company seeking suitable product values and effective communication strategies for their upcoming moisturizer launch. SkinCrave is going to launch a nanotechnology moisturizer with ultra-fine particles for enhanced absorption and effectiveness. This research aims to find out what values are suitable to be presented and communication strategies to promote moisturizers based on those values using AIDA Marketing Funnel (Awareness, Interest, Desire, and Action). This research conducts internal analysis on SkinCrave members and external analysis using PESTEL, Porter's Five Forces, customer insights, and competitive analysis. A qualitative approach is carried out by doing in-depth- interviews to 9 SkinCrave’s customers, 2 skincare experts, and 2 marketing experts. The research found that product values that are suitable when promoting a moisturizer are ingredients that are processed through the technology used with a communication strategy of continuity between these values and the benefits obtained.