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Strategic Integrated Marketing Communication

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Strategic Integrated Marketing Communication

1. IMC Concept and Its Impact on Performance Outcomes

Integrated marketing communication (IMC) is still a vital marketing approach that boosts

the company's image and reaches a more considerable number of customers quickly. A wide

range of marketing strategies, including digital marketing, public relations, email marketing,

sales representatives, and direct sales, are all incorporated into the marketing strategy. This

marketing communication strategy is focused on the end goals that will be attained by the end of

the marketing campaign. To remain competitive globally, 75% of all North American and

Europe organizations are currently re-evaluating their marketing strategies and implementing

new ones (Kitchen & Tourky, 2022). More than ever before, in today's global market, it is

critical to understand the target demography for business marketing strategy.

1.1 IMC, Other Areas of Marketing and Business

Customers who have an enjoyable shopping experience are more likely to do business

with a company in the long run, which is why the concept of integrated marketing

communication was born out of the conviction that meeting customer expectations and providing

a pleasant shopping experience is essential to a company's long-term success and to keep

customers from switching to competing brands.

1.2 IMC and Other Areas of Marketing

Marketing communication can be defined as any activity aiming to promote a product to

the intended audience. In product marketing, the price communicates information about the

product's value proposition to potential buyers (Kitchen & Tourky, 2022). Marketing

communication encompasses all media and activities an organization uses to communicate with

its target customers and convince them that the product is excellent. Thus, Integrated Marketing
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Communication is the process of coordinating all communication methods used to market a

product (Kitchen & Burgmann, 2015). IMC aids in making the marketing of a product more

efficient and more effective.

An organization's public benefits from a relationship built on mutual trust and respect in

public relations. When it comes to running a business, it is a necessity. Maintaining an

organization's reputation and communicating effectively with its customers, investors, and the

general public are two of the most important functions of public relations. The goal of public

relations is to create a new opinion, change public opinion, and reinforce a previously created

opinion (Kitchen & Burgmann, 2015). As a result of public relations, the company has a

competitive advantage over its rivals because of the positive impression it creates.

Public relations have many responsibilities, including public image strategy and outreach

events. With the help of public relations professionals, companies can develop a clear picture of

how they want to be seen by their customers and the general public. To achieve this goal, public

relations focus on the right message and the best campaign outline to pass the message (Kitchen

& Burgmann, 2015). It is critical for a business, especially a profit-making one, to have a

positive public image to build customer trust, which can lead to higher sales and profits.

Some public relations strategists organize charitable events that promote the

organization's brand, such as companies sponsoring sports games or hospitals conducting health

outreach days in the community (Šķiltere & Bormane, 2018). The public's perception of and trust

in the organization relies heavily on outreach activities. A positive public image is built for the

organization through its involvement in community events and the positive perception it receives

from its constituents.

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1.3 IMC and Business Management

Companies use integrated marketing communication (IMC) to unify and coordinate

various communication channels to convey a consistent and clear message about their products

and services. The goal is to ensure that the message is consistent and that the media is used in a

complementary way (Mongkol, 2014). As a result, integrating the various marketing tools and

approaches results in increased profits and reduced costs. There are numerous innovative

approaches used by IMC to make certain that clients receive the correct message at precisely

what time and place they need it. An association's advertising strategy should be aligned with the

marketing communication efforts in order to ensure their success. It aims to communicate a

specific message to a specific audience with the goal of influencing their perceptions and actions.

Because this advertising relies on numerous specialized strategies to convey a predictable

message in more compelling ways, integrated marketing communication (IMC) is more efficient

and viable. Its goal is to improve the message's coherence and the corresponding use of media.

The concept makes use of both online and off-line advertising mediums (Baumann, 2015).

Search engine optimization (SEO), email, and the most recent web-related channels for an online

class, such as blogs, micro-blogging, RSS, podcast, and Internet TV are all examples of web-

based advertising channels. Print (daily paper, magazine), mail, radio, and television are the most

common offline advertising mediums.

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An IMC strategy aims to plan, develop, implement, and sustainable improvement brand

marketing communications for the specific target market. One reason for the rise in importance

of IMC is the need for organizations to shift their focus from internal and functional strategies to

marketing and communication (Harris, 1998). The value that should be provided to customers

with an outside-in approach is derived from obtaining customer data and obtaining customer

insight. An outside-in approach is being sought. Traditional and non-traditional tools and

methods are employed by IMC to help businesses communicate their messages to customers and

other important audiences. A sense of harmony and predictability will permeate their efforts

(Baumann, 2015). Despite the fact that companies have been using IMC to design and execute

customer-oriented strategies that add value to customers, those companies have discovered that it

does not deliver a coordinated message. There are numerous benefits to this, including the ability

for businesses to allocate their resources more effectively.

1.4 Conclusion

For any company, a well-integrated marketing strategy is essential. As a result of an

effective market communication strategy, products are well established in the target markets.

Customers and consumers will be more likely to buy from you if you can improve how you

communicate with them. A wide variety of decoration products necessitates a wide variety of

communication methods. A company's customers can be more confident in their purchasing

decisions if its marketing messages are well-crafted and persuasive.

2.0 Evaluation of Key Elements of the Marketing Communication Mix

After launching in Japan in 1980 and expanding to 14 countries worldwide by the mid-

1990s, Pocari Sweat has been a considerable success (Syafikarani et al., 2021). Through Otsuka

Pharmaceuticals, one of Japan's most reputable corporations, this health drink, which restores
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fluids and minerals lost during physical activity, is available to the general public. In business for

more than a decade, Otsuka Pharmaceuticals has provided its customers with treatments that

address health concerns such as strokes, hepatocellular encephalopathy, and liver failure.

2.1 Company Background and Specific Marketing Communication Campaign

The Pocari Sweat Java Marathon Campaign: Indonesia

First, Pocari Sweat launched its brand awareness in Indonesia during a dengue outbreak.

A common recommendation from doctors was for patients to drink Pocari Sweat to recover their

physical condition quickly. Since then, that brand has become synonymous with soft drinks that

regenerate ions (Syafikarani et al., 2021). This is an ideal time for Pocari Sweat to improve its

position. Pocari Sweat Java Marathon's Running Community represented Pocari Sweat's choice

of the event as the main tool for the Integrated Marketing Strategy over many years.

2.2 Key Elements of the Marketing Communications Mix

It is a long-term goal of Pocari Sweat's to surpass all other soft drinks in the Ion category

in sales. Public relations, event sponsorships, personal selling, sales promotion, corporate

communications, and direct marketing are all part of Pocari Sweat's integrated marketing

communication strategy. One of the integrated marketing communication tools is chosen as the

primary strategy for a year of media buying. In the end, it came down to the mission's purpose.

Publicity and Advertising Strategy One of the event's unique features is the collaboration of the

running community, which represents the "born to sweat" generation (Syafikarani et al., 2021).

Pocari Sweat is placed in a similar manner to soft drinks in order to regenerate ions. Pocari

Sweat's journey to becoming a household name will not be an easy one.

Pocari Sweat's 2017 integrated marketing campaign is based on the idea that they are the

best soft drink on the market. The Pocari Sweat Bandung West Java Marathon is where the
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concept of "Pride of West Java Sport Tourism" was conceived. Runhood magazine is full of

praise for this award. Pocari Sweat Java Marathon's success in Bandung can be attributed to the

efforts of the local running community. "Born to sweat" describes the active generation that

participates in a variety of activities and understands the importance of leading a healthy

lifestyle, which is what Pocari Sweat is aiming to appeal to. Because of the high level of activity,

the body's ions must be regenerated. POCARI SWEAT made use of a variety of other IMC tools

in addition to events and PR as the primary method of promoting their brand through integrated

marketing communication (Syafikarani et al., 2021). IMC tools are all based on the same

fundamental principle.

The healthy lifestyle workshop was one of the Public Relations tools used to support the

event. In addition, the West Java government and Pocari Sweat collaborated to create a sports

tourism destination by co-branding with each other. Furthermore, a banner was used in the

running area to promote the event. Sales promotions like bundle products and samplings were

used in direct marketing to sell the product at a booth and during the running event. Runners who

purchased their Pocari Sweat Java Marathon tickets through Go-tix received Rp. 15.000 Go-ride

voucher and a chance to win a door prize worth Rp. 1,000,000 (Syafikarani et al., 2021).

Elevania's Pocari Sweat Java Marathon, where runners who purchased tickets received discounts

on gadget run products and Gojek.

As a result of the #pocarisweatjavamarathon hashtag and buzzer selection, Pocari Sweat's

word of mouth spread. A buzzer such as Jennifer Bachdim, Irfan Abchdim, and Dimas Seto was

among those promoting the #PocariSweatWestJavaMarathon via various websites, mobile

applications, and other digital media. Pocari Sweat's third personality, the Selection buzzer,

strongly connects to the brand's positioning as a health and fitness influencer. Bandung is
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marketed to tourists as a "Smart City." Controlling, monitoring and connecting are three

characteristics that define a "smart city" in the broadest sense. Bandung appears to be a

proponent of IT infrastructure utilization, as evidenced by these three metrics. Pocari Sweat's

positioning as "born to sweat" denotes the superiority of the new high-media generation

(Syafikarani et al., 2021). As part of the sports tourism development in Bandung, Pocari Sweat

Bandung Java Marathon is co-branded by both brands. "Be a finisher, not just a tourist" is the

event's tagline, which explains that visitors to Bandung are not just there to see the sights. The

tagline "be a finisher, not a tourist" also follows the concept of creating a drive-to-action tagline.

Several brand touch points describe Pocari Sweat Bandung West Java Marathon's

positioning as a "Born to Sweat" event that uses digital media, such as a website and mobile

application that provide real-time information about the race route (including live tracking),

social sharing, water stations, and race results (Syafikarani et al., 2021). All of the Pocari Sweat

mobile website and app information, including the course map and live tracking, is designed with

urban residents in mind, using a smart concept for connecting, monitoring, and controlling.

Running in real-time allows all participants to stay in touch with one another and receive real-

time data updates from their mobile applications. All runners receive a free sample of Pocari

Sweat, which monitors and controls the location of water stations, first aid stations, and

ambulances that can be accessed via mobile application.

More than a quarter of the Pocari Sweat Bandung West Java Marathon participants are

visitors from Malaysia, the United States, Singapore, and China, according to runners who

follow the event. They see Bandung Pocari Sweat Event West Java Marathon participants as a

shopping paradise and places with historical significance. Digital media that allows for real-time

access is also an asset in making the journey go as smoothly and amusingly as possible
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(Syafikarani et al., 2021). Thus, the perception is formed in close accordance with the tagline. In

the Bandung Pocari Sweat West Java Marathon event, brand touchpoints are described as smart

cities and sweat generation.

2.3 Conclusion

An integral part of Pocari Sweat's integrated marketing communication strategy is the

Pocari Sweat Java Marathon Event. Industry, community, and media all came together for this

event. Its target market is the so-called "born to sweat generation," a young, active demographic

involved in a wide range of activities. Pocari Sweat brand has positioned itself as an energy drink

that helps replenish the body's ions. Pocari Sweat's goal is to dominate the Ion Soft Drink

market.

3. New IMC Plan

Consumers in Indonesia are shifting toward higher-priced beverages, creating opportunities for

upper-class beverage segment penetration. However, despite the efforts of both local and foreign

players, foreign companies are currently on edge because Indonesian consumers prefer

international brands. Additionally, Indonesian consumers are among Southeast Asia's most

health-conscious, requiring manufacturers to re-evaluate their market offerings to cater to this

growing demand for natural alternatives like fruit juices and herbal teas. According to the

findings, Otsuka Pharmaceuticals can capitalize on the current health-conscious craze by

marketing its POCARI SWEAT ion supply drink.

3.1 Segmentation, Targeting and Positioning

Targeted Segment Customer Need Corresponding

Features/Benefits

Athletes  Avoid harmful chemicals  Electrolytes and

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and additives, doping carbohydrates

 Hydration and  No caffeine

replenishment of

essential minerals (after

training)

Health-conscious  Optimize nutrition levels  Electrolytes and

 Desire to consume a carbohydrates

tastier beverage than water  All-natural ingredients

 Avoid harmful chemicals  No caffeine, no

and additives preservatives

 Maintain optimum weight  Help to recover from mild

symptoms and relieve after

sickness, e.g., fever, flu,

diarrhea

Teenagers and Adults  Hydration and  Electrolytes and

replenishment of essential carbohydrates

minerals (after studying,  All-natural ingredients

working, exercising)  No caffeine, no

 Desire to consume tastier preservatives

beverage than water  Help to recover from mild

symptoms and relieve after

sickness, e.g., fever, flu,

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diarrhea

3.1.1 New Defined Target Segment for IMC Plan

Indonesian consumers are among Southeast Asia's most health-conscious, requiring

manufacturers to re-evaluate their market offerings to cater to this growing demand for natural

alternatives like fruit juices and herbal teas. POCARI SWEAT is an ion supply drink that Otsuka

believes it can capitalize on by marketing to health-conscious people.

3.2 SOSTAC

The beverage industry in Indonesia is expected to grow at a 10.8% annual rate through 2026,

making it one of the fastest-growing industries for fast-moving consumer goods in the country.

Consumption of beverages with a higher value is shifting in Indonesia, creating opportunities for

entry into the upper-class beverage market. Despite the efforts of both domestic and foreign

players to adapt to this shift, foreign companies are currently at a disadvantage due to

Indonesian customers' preference for using international brands.

3.2.1 Situation Analysis

SWOT Analysis

Strengths Weaknesses

Expertise in products good for health Price

Modern production lines and plants Lack of brand awareness

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International branded Pocari Sweat's benefits are not widely known.

Alternative usages

Superior quality

Opportunities Threats

Technology advances Customers do not think of it as one of their

top choices.
Health trends

Limited shelf space

Market growths

Strengths

The following are Porica Sweat's key strengths:

1. Otsuka is a leading pharmaceutical and nutritional product manufacturer in Japan and has

194 plants with modern production lines and 48 research institutes worldwide. Many

countries, including Japan, South Korea, and Indonesia, have found success with it. There

is also a wealth of product development and marketing expertise among the company's

senior executives and marketing personnel

2. Alternative usages: Drinking Pocari Sweat is convenient, especially in the following

circumstances:

a. During and After consuming alcohol

b. Fevers, diarrhea, and dengue

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c. When traveling in planes, buses, cars

d. Sunstroke

e. Office working

f. Before sleeping and after waking up

Weaknesses

1) Pocari Sweat's price is reasonable for most people, but it is a little out of reach compared

to other locally produced sports drinks. In contrast to other isotonic drinks on the market,

this can be seen as an indication of a high-quality product.

2) Porica Sweat has only recently entered the Indonesian market. Pocari's benefits and other

uses are unknown to Indonesian consumers, who have a low awareness of the product.

Promotion and distribution strategies will be used to address this issue.

Opportunities

1) By using social media sites like Facebook and Zalo, and YouTube, producers and

retailers can more easily connect with their customers, thanks to advances in technology,

particularly information technology (IT).

2) Leading a healthy lifestyle is becoming increasingly apparent to Indonesian consumers.

Internationally recognized brands are more popular among Indonesian customers.

Healthy products are becoming more popular among Indonesian consumers, who are

increasingly concerned about their well-being.

3) Market growth: Indonesia's beverage industry is one of the fastest-growing fast-moving

consumer goods sector segments. Isotonic water continues to see an increase in demand.
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Threats

1) To raise and maintain consumer awareness of Pocari Sweat, the company needs a more

effective marketing strategy.

2) Limited shelf space: Because of the limited amount of retail space, competition in the

beverage industry is particularly fierce. To make room for a new beverage brand, retailers

must remove inventory from shelves or coolers that are already home to other brands.

3.2.2 Objectives

Functional water, and more specifically, the ion supply water category, is still growing in

Indonesia's bottled-water market despite its maturation. However, many potential Indonesian

customers are unaware of the health benefits of Pocari Sweat. Pocari Sweat's primary marketing

objective is to raise Indonesian customers' awareness of the product and increase sales in

Indonesia by 40%, resulting in a net profit of 20%. We plan to reach out to teenagers, adults,

athletes, and those who are health-conscious.

Another objective is to provide a great insight into the benefits of Pocari Sweat. An

annual growth rate of 10.8% is projected for the beverage industry in Indonesia between 2021

and 2026, making it one of the fastest-growing industries in the FMCG sector. Consumption of

beverages with a higher value is shifting in Indonesia, creating upper-class beverage segment

penetration opportunities. However, despite the efforts of both local and foreign players, foreign

companies are currently on edge because Indonesian consumers prefer international brands.

3.2.3 Strategy

With a temperature reading of 110 degrees Fahrenheit, or 43.4 degrees Celsius, Indonesians are

bracing for the hottest summer on record, which means they will need a product like Pocari
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Sweat to help them recover quickly and stay healthy. By running a "be well-hydrated with

Pocari" campaign, we hope to increase sales, revenue, and profits by educating the public about

the benefits and alternative uses of Pocari Sweat.

3.2.4 Tactics

Gatorade and Powerade pose the two greatest threats to Pocari Sweat's future growth.

Pepsi's Gatorade is a sports drink that replenishes the vitamins and minerals your body loses

when exercising. As a person exercises, Coca-Powerade Cola is a sports drink that replenishes

the vitamins and minerals the body loses. These two titans firmly control the contemporary

market in the world. To maintain a firm grip on the Indonesian market, Pocari Sweet should

employ various strategies, such as mass marketing campaigns, promotional marketing, and other

tactics.

3.2.5 Actions

Online and mobile marketing

1) Make our ad videos and banners for YouTube and Facebook with the help of a top-notch

advertising agency in Indonesia.

2) Promote Polari Sweat on our Facebook Fan page by posting testimonials from satisfied

customers and promotional reviews and organizing contests and other fun activities.

Providing free samples

1) Sales representatives will meet with customers in-person to introduce and advertise

Pocari Sweat, giving them a free 350ml bottle of Pocari Sweat to experience the taste and

quality of our product, and then asking them to assist us in surveying our product.

TV Storyboard
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 TV channels are chosen: RCTI and MNCTV

 Target audience:

o RCTI: the general public

o MNCTV: young generation

 TV programs:

o Sports programs: retaining the current customer base (people who do sports)

o introduction of other Pocari Sweat uses in health programs

 Scheduling pattern: continuous schedule/ pulsating schedule

o Loses more Sweat

o Bursts at summer

3.2.6 Control

Given the immense competition, we believe that Porica Sweat can build a strong brand

image and gain recognition among our target customers. The brand's isotonic water formula,

similar to your body's fluid and free of carbonation, sugar, preservatives, and caffeine, gives it a

distinct advantage over the competition. When it comes to establishing a competitive advantage

in Indonesia, Otsuka is confident that it has other strategic assets.

3.3 Conclusion

IMC has been successful for Pocari Sweat, but it still needs to focus on other marketing methods.

As an example, the brand's aversion to using social media as a marketing tool may stem from its

immense fame. But the truth is that these platforms should not be underestimated in terms of

their ability to expose a brand. Instead of assuming social media, the business should devise a

long-term social media strategy that can mitigate the risks that come with it.
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