DIGITAL MARKETING & OMNICHANNEL STRATEGY FOR ADULT ANALGESIC OTC PRODUCTS (CASE: PANADOL BLUE AND EXTRA INDONESIA)

• Main Author: Taufiq Romadhon, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79120
• Institution: Institut Teknologi Bandung

The pandemic situation, which began with lockdowns and social restrictions, has caused major changes in consumer behavior to fulfill daily needs completely at home through online digital media.This change has led to an increase in overall online visits and potential sales in e- commerce and also omni channel, which is a development of offline stores to adapt to pandemic conditions. This research was conducted to understand and provide solutions for what strategies need to be taken in the development of omni channel which has become one of the best channels during the pandemic and marketing communication initiatives in the adult analgesic product category. In the adult analgesic product category, Panadol is a global brand that has become topline among people around the world and also in Indonesia. Panadol is ranked number one in sales in modern trade. The research method used is qualitative, Primary data was obtained from interviews with industry professionals, and secondary data was collected from online channels and references from internal data. This study uses the Customer Path 5A framework from the Marketing 4.0 book to analyze consumer changes in digital and omni-channel media during the pandemic. By optimizing omnichannel from retailers and digital marketing from various digital platforms, Panadol can maintain an approach to consumers, both new and existing consumers. The Panadol Indonesia brand can provide convenience for customers from offline to online, explore untapped digital opportunities, and adopt a different marketing communications approach.