Articles

TikTok Shop: Future of E-Commerce? How Can Galderma Leverage Tiktok Shop to Increase its Penetration and Improve its Market Share in Indonesia Skincare Market?

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TikTok was introduced to the Indonesian market in September 2017. Upon its launch, TikTok quickly gained popularity among Indonesian users, especially among the younger demographic, for its short-form video content that allowed for creative expression and entertainment. One of TikTok services is TikTok Shop, an integrated e-commerce capabilities directly within the TikTok app, allowing users to browse, purchase, and sell products without leaving the platform. They launch this service in April 2021. The platform introduced features like shoppable videos and live shopping events, where users could interact with influencers and brands in real-time while purchasing products providing a new and engaging way for Indonesian businesses to reach potential customers and boost sales through interactive and entertaining content.

Galderma Indonesia Healthcare is one of the leading companies dedicated to advancing dermatology for every skin story. Galderma strategically its positioned in attractive, consumer-driven segments of the dermatology market, characterized by high growth fundamentals supported by science-based product differentiation and premium positioning. One of Galderma’s brands that is available in Indonesia is Cetaphil.

Cetaphil products are available in modern retailers with Health & Beauty channel as the top contributor, followed by general trade and pharmacy channel. Even though available, Cetaphil is still low in in skincare category penetration.

This study examines the positioning and promotional strategies of Cetaphil on TikTok Shop using qualitative research methods. Primary data was gathered through expert interviews, while secondary data was sourced from internal company reports, previous research studies, and strategic agency reports.

The Influence of Content Marketing towards Word of Mouth with a Mediating Role of Brand Awareness: Study Case at Lazada Indonesia

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The significant decrease in the number of visitors and not the first rank e-commerce platform in Indonesia indicates a decline in brand awareness and positive word-of-mouth. Considering the current critical condition of Lazada Indonesia in terms of awareness, the company must implement an innovative strategy to maintain the attraction of the platform and social media, while also gaining new customers and retaining existing ones. One approach is to efficiently utilize and enhance content marketing using social media to increase awareness of the company, which could result in increased positive word of mouth.

The purpose of this study is to explore the influence of content marketing has on word of mouth among users of Lazada Indonesia, while also examining the mediating role of brand awareness. The data for this research were obtained from a sample of 85 respondents who are users of Lazada Indonesia and who follow Lazada Indonesia’s social media accounts. The analysis and verification of all the results were conducted using SEM-PLS.

The research findings show that Lazada Indonesia’s content marketing has a positive influence on word of mouth and brand awareness among its users. The influence of brand awareness on word of mouth is positive but low influence. Furthermore, content marketing has a positive influence on word of mouth through brand awareness a mediating variable.

Research findings indicated that Lazada Indonesia’s content marketing has a positive also significant influence on word of mouth and brand awareness among Lazada Indonesia’s users. Same as the result of brand awareness has a positive and significant effect on word of mouth. Moreover, there is a positive and significant influence of content marketing on word of mouth through brand awareness as a mediating variable.

Proposed Content Marketing Strategy Improvement of Leap-Telkom Digital to Increase Brand Awareness

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With the movement of IndiHome as the previous main product of Telkom Indonesia to Telkomsel, Telkom Indonesia is currently struggling with enhancing their digital products performance. Telkom implements its transformation from telecommunication to digital telecommunication state-owned enterprise. With that, Telkom wants to focus on enhancing its digital products. However, in its implementation, Leap faces the effort of increasing its brand awareness. Based on the author’s findings from initial survey, the potential target customers are still not familiar with Leap nor Telkom’s digital products. Moreover, this problem is also supported by the previous performance of Leap’s website from its total users and engagement. The spread of Telkom’s digital products knowledge to internal Telkom employees is also not distributed equally. With this, the author conducts research to improve Leap-Telkom Digital in hopes of improving its brand awareness. The research is using Gap analysis, Brand Building Blocks, Customer-Based Brand Equity (CBBE) pyramid, and internal interview to find the deeper problem of what’s causing low brand awareness of Leap. And then, using theory of Integrated Marketing Communication (IMC), as well as weighting and rating method, the author proposed a Content Marketing strategy to help Leap improving their website traffic and impression performance. With the result of both IMC and weighting rating method, the author proposed content marketing implementation plan for Search Engine Optimization (SEO), Social Media, and Email Marketing.

Proposed Digital Marketing Strategy to Increase Customer Acquisition for Travel Agent Company

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This study is a comprehensive examination designed to explore a number of complex challenges encountered by PT Selaras Citanusa (Selaras Wisata) in their endeavor to attract consumers organically, particularly within the context of the thriving Umrah tourism industry. The COVID-19 pandemic has posed significant difficulties for this enterprise. Efforts to increase market share and increase public awareness of brands on the market represent one of the greatest obstacles. This study presents a comprehensive qualitative methodology that combines several resilient analytic techniques. The 7Ps marketing mix method is used to describe the essential components of Selaras Wisata’s marketing strategy. Fishbone analysis is used to identify the fundamental causes of the business’s numerous problems. The SWOT analysis aides in evaluating the company’s environmental strengths, vulnerabilities, opportunities, and threats. In addition, content analysis is used to perceive and measure the impact of the company’s numerous marketing efforts. The study also includes a comprehensive examination of the external factors influencing Selaras Wisata. By employing Porter’s Five Forces analysis, the research investigates the industry’s structure and other external factors that may impact the company. Selaras Wisata uses customer behavior analysis to obtain a deeper understanding of customer preferences, requirements, and levels of satisfaction with the services provided. The data underlying this study are collected through in-depth interviews with PT Selaras’s internal team members. This information is then thoroughly analyzed using a variety of analytical instruments, such as SWOT analysis and Fishbone analysis. The author anticipate that the outcomes of this research will provide valuable contributions to Selaras Wisata’s efforts in crafting an effective digital marketing strategy to enhance customer engagement and ultimately improve public perception.

Marketing Communication Strategy to Strengthen Brand Awareness: Case of K Commerce in Indonesia

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This research outlines a strategy for increasing K Commerce’s awareness of the brand in Indonesia’s competitive eCommerce landscape, specifically in the Jabodetabek region. An integrated marketing communication approach combining segmentation, targeting, positioning, values laddering, and the PDB triangle is offered using Kotler’s STP model and differentiation concept. The findings of the study highlight a positioning and differentiation approach based on customer centricity, trust, innovation, and enjoyment. The importance of optimal content, context, and infrastructure is emphasized. Proposed taglines capture K Commerce’s brand spirit, and the marketing communication strategy devised plans to overcome the awareness-appeal gap, placing K Commerce as a top brand choice among Millennials and Generation Z. This research will be used to improve K Commerce’s awareness and position in eCommerce.