MARKETING COMMUNICATION STRATEGY ON INSTAGRAM OF ASA CERRA'S PROBIOTIC DRINK

• Main Author: Aisha Maulana, Evinka
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84293
• Institution: Institut Teknologi Bandung

The increase in the probiotic, health, and wellness industry in Indonesia has compelled companies in this sector to adopt effective marketing communication strategies to meet customer needs and preferences. Many companies promote their product value, highlighting benefits, and the ingredients. Product value is the key factor that affects the customer’s desire to retain the product. Asa Cerra is a new company that is currently defining the customer profile for our upcoming probiotic product launch. Understanding the customer profile will help Asa Cerra tailor the value and marketing communication strategy for “Nata de Whey”, ensuring it effectively enhances people’s digestive health and overall well-being. This research objective is to identify the characteristics of our customer to promote “Nata de Whey'' based on these values using the AIDA Marketing Funnel. The study integrates internal analysis of Asa Cerra’s team with external evaluations through PESTLE, Porter’s Five Forces, and competitive analysis. Methodologically, it follows an eight-stage process that includes problem identification, literature review, and comprehensive data collection from internal and external sources, including in-depth interviews with customers and experts. This research results found that the characteristic of Asa Cerra’s customers is health-consciousness, they are well-informed about probiotics, and actively seek information from various sources, including scientific journals, social media, experts, and personal networks, also they maintain an open- minded approach to the latest developments. Therefore, the strategy that we’ll use to engage with our customers with such behaviors, Asa Cerra will be raising awareness through Instagram contents and campaigns by promoting probiotic benefits and “Nata de Whey”, generating interest with product details and testimonials, building desire by highlighting unique benefits, pricing, availability, and community, lastly driving action through a seamless e-commerce platform and excellent after-sales service. This approach aims to boost visibility, build credibility, and foster a loyal community, ultimately driving higher conversion rates and enhancing brand engagement.