Implementation of Marketing Communication Strategy for Alcoholic Products in Social Sensitivity and Legal Protection
Abstract
The role of marketing communication strategy is very important for companies in marketing products to their target market. Marketing communication of alcoholic beverage products which is hampered by promotion, marketing and distribution requires the right strategy in its implementation to ensure business continuity. This research has an exploratory constructivist paradigm. The purpose of this study was to determine the strategy carried out by the management of PT. Multi Bintang Indonesia as a marketing communication strategy for Bir Bintang alcoholic beverages. The research data collection method is through in-depth interviews, observation, and documentation. The data analysis of this research is descriptive qualitative. Informant data collection technique is purposive sampling at the Area Business Manager and Business Development Executive PT. Multi Bintang Indonesia Commerce. The results of the study reveal that the company's strategy is more focused on online aspects, including the use of social media, websites and e-commerce to inform products, sales, and campaigns. The form of marketing communication carried out by PT. Multi Bintang Indonesia in the form of direct and interactive marketing, sales promotion, event marketing, merchandise, personal selling, public relations, and word of mouth.
References
Ansori, A. (2021). Angka Konsumsi Alkohol Asia Tenggara Meningkat 34 Persen. Retrieved from https://www.liputan6.com/health/read/4506391/angka-konsumsi-alkohol-asia-tenggara-meningkat-34-persen-bagaimana-di-indonesia
Ardhianto, P., & Kurniawan, M. (2016). Strategi iklan produk coca-cola di Indonesia dalam mempertahankan dan menguatkan citra. Jurnal Widya Sosiopolitika, 7(2), 91–106.
Assauri, S. (2013). Marketing management. Jakarta, Rajawali Pers.
Assegaf, F. (2016, Juni 25). Buat pertama kali, Dubai izinkan minuman beralkohol dijual siang selama Ramadan. Retrieved from https://albalad.co/pelesir/2016A6145/buat-pertama-kali-dubai-izinkan-minuman-beralkohol-dijual-siang-selama-ramadan/
Assunta, M. (2001). Impact of alcohol consumption on Asia. The Globe, 3(4).
Berita Satu. (2012). Polisi Cegah FPI Berbuat Anarkis. Retrieved from https://www.beritasatu.com/nasional/50945/polisi-cegah-fpi-berbuat-anarkis
Bungin, B. (2007). Penelitian kualitatif: komunikasi, ekonomi, kebijakan publik, dan ilmu sosial lainnya (Vol. 2). Kencana.
Celhay, F., Cheng, P., Masson, J., & Li, W. (2019). Package graphic design and communication across cultures: An investigation of Chinese consumers’ interpretation of imported wine labels. International Journal of Research in Marketing, 37(1), 108–128.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
CNN Indonesia. (2018). WHO: 1 dari 20 Kematian di Dunia Disebabkan Konsumsi Alkohol. Retrieved from https://www.cnnindonesia.com/gaya-hidup/20180924092831-255-332635/who-1-dari-20-kematian-di-dunia-disebabkan-konsumsi-alkohol
Damayanti, A. (2020). Produksi Bir Corona Disetop. Retrieved from https://finance.detik.com/industri/d-4974816/produksi-bir-corona-disetop
Detikfinance. (2013). Industri Bir Serap 240.000 Tenaga Kerja. Retrieved from https://finance.detik.com/industri/d-2171086/industri-bir-serap-240000-tenaga-kerja
Direktorat Jendral Bea dan Cukai. (2015). Official Website Direktorat Jenderal Bea dan Cukai. Retrieved from https://www.beacukai.go.id/arsip/cuk/cukai.html
Dolan, R., & Goodman, S. (2017). Journal of Hospitality and Tourism Management Succeeding on social media : Exploring communication strategies for wine marketing. Journal of Hospitality and Tourism Management, 33, 23–30. https://doi.org/10.1016/j.jhtm.2017.09.001
Faulkner, A., Azar, D., & White, V. (2017). ‘Unintended’ audiences of alcohol advertising: exposure and drinking behaviors among Australian adolescents. Journal of Substance Use, 22(1), 108–112. https://doi.org/10.3109/14659891.2016.1143047
Feiz, D., Fakharyan, M., Jalilvand, M. R., & Hashemi, M. (2013). Examining the effect of TV advertising appeals on brand attitudes and advertising efforts in Iran. Journal of Islamic Marketing.
Gee, S. (2016). Carnivalesque culture and alcohol promotion and consumption at an annual international sports event in New Zealand. 51(3), 265–283. https://doi.org/10.1177/1012690214522461
Hamdi, I. (2016). Polisi Bubarkan Razia Minuman Keras Oleh Ormas di Depok - Ramadan Tempo.co. Retrieved from https://ramadan.tempo.co/read/785087/polisi-bubarkan-razia-minuman-keras-oleh-ormas-di-depok
Hardoko, E. (2013). Parlemen Turki Sahkan Undang-undang Anti-alkohol. Retrieved from https://travel.kompas.com/read/2013/05/24/16561286/parlemen.turki.sahkan.undang-undang.anti-alkohol
Kang, S. K., O’Leary, J., & Miller, J. (2016). From forbidden fruit to the goose that lays golden eggs: Marijuana tourism in Colorado. Sage Open, 6(4), https://doi.org/10.1177/2158244016679213
Kodrat, D. S. (2007). Perencanaan strategi marketing industri minuman beralkohol untuk menciptakan sustainable competitive advantage. 2002.
Kompas. (2012). Alkohol dan Ekstasi Ganggu Kesadaran. Retrieved from https://health.kompas.com/read/2012/01/24/0749112/alkohol.dan.ekstasi.ganggu.kesadaran
Kotler, P., & Armstrong, G. (2018). Principles of marketing. Pearson Publisher.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Publisher.
Kriyantono, R., & McKenna, B. (2017). Developing a culturally-relevant public relations theory for Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 33(1).
Kriyantono, R., & Sa’diyah, H. (2018). Kearifan lokal dan strategi komunikasi public relations di BUMN dan perusahaan swasta. Jurnal Ilmu Komunikasi:Universitas Atma Jaya Yogyakarta, 15(2)
Kriyantono, R. (2020). Efektivitas website perguruan tinggi negeri sebagai penyedia informasi bagi mahasiswa. Jurnal Studi Komunikasi, 4(1), 117-142.
Kriyantono, R. (2020). Aplikasi teori osgood untuk evaluasi pemaknaan internal strategi komunikasi pemasaran co-branding. Jurnal Ilmu Komunikasi, 17(2), 193–204.
Kriyantono, R. (2014). Teknik praktis riset komunikasi. Prenada Media.
Kriyantono, R. (2016). Public relations writing. Jakarta: Prenada Media.
Kriyantono, R. (2017). Teori-Teori Public Relations Perspektif Barat & Lokal: Aplikasi Penelitian & Praktik. Kencana.
Lestari, T. P. R. (2016). Questioning the regulation on consumption of alcoholic beverages in Indonesia. 07(02), 127–141.
Machfoedz, M. (2010). Komunikasi Pemasaran Modern. Yogyakarta: Cakra Ilmu.
Moleong, L. J. (2018). Metodologi Penelitian Kualitatif. Jakarta: Remaja Rosdakarya.
Multi Bintang Indonesia. (2019). Annual report. Retrieved from https://multibintang.co.id/uploads/annual_reports/5e1aa98515ee232edca9138eec21e566.pdf
Musante, M., Milne, G. R., & McDonald, M. A. (1999). Sport sponsorship: Evaluating the sport and brand image match. International Journal of Sports Marketing & Sponsorship, 1(1), 32–48.
Nasution, R. P., Sulistyowati, L., & Marhadi, M. (2014). Analisis pengaruh kreatifitas iklan, daya tarik iklan, dan kredibilitas endorser Terhadap brand attitude pada produk Nokia Asha di kota Pekanbaru. Riau University.
Nelson, J. P. (2011). What is learned from longitudinal studies of advertising and youth drinking and smoking ? A Critical Assessment. 870–926. https://doi.org/10.3390/ijerph7030870
Peraturan Menteri Perdagangan Republik Indonesia Nomor 20 Tahun 2014 tentang Pengendalian dan Pengawasan terhadap Pengadaan, Peredaran, dan Penjualan Minuman Beralkohol.
Primack, B. A., Nuzzo, E., Rice, K. R., & Sargent, J. D. (2012). Alcohol brand appearances in US popular music. Addiction, 107(3), 557–566.
Rai, N. (2013). Impact of advertising on consumer behaviour and attitude with reference to consumer durables. International Journal of Management Research and Business Strategy, 2(2), 74–79.
Rangkuti, F. (2013). Strategi Promosi yang Kreatif dan Analisis Kasus. Jakarta: Gramedia Pustaka Utama.
Ratnasari, D., & Anityasari, M. (2015). Analisis swot ud. x, ukm pembuat minuman beralkohol 1). 1–8.
Reid, M., Johnson, T., Ratcliffe, M., Skrip, K., Wilson, J. (2015). Integrated marketing communications in the Australian and New Zealand wine industry Integrated marketing communications in the Australian and New Zealand wine industry. 0487(January). https://doi.org/10.1080/02650487.2001.11104889
Sari, M. P., & Setyanto, Y. (2019). Strategi komunikasi pemasaran PT. Han Indotama Perkasa dalam memperkenalkan brand minuman Han Dynastea. Prologia, 3(1), 182-189.
Setiawati, L. (2017). Efektivitas strategi pemasaran PT. Coca Cola Amatil Indonesia (PT. Ccai) melalui promosi iklan televisi versi “rasakan momennya” pada produk minuman ringan coca-cola (Study kasus pada Karang Taruna kelurahan Serua, Tangerang Selatan) (Doctoral dissertation, Universitas Pamulang).
Sillani, S., Miccoli, A., & Nassivera, F. (2017). Author’s accepted manuscript different preferences for wine communication. Wine Economics and Policy. https://doi.org/10.1016/j.wep.2017.03.002
Snyder, L. B., Milici, F. F., Slater, M., Sun, H., & Strizhakova, Y. (2006). Effects of alcohol advertising exposure on drinking among youth. 160, 18–24. https://doi.org/10.1001/archpedi.160.1.18
Stacy, A. W., Zogg, J. B., Unger, J. B., & Dent, C. W. (2004). Exposure to televised alcohol ads and subsequent adolescent alcohol use. American Journal of Health Behavior, 28(6), 498–509.
Subekti, S. (2016). Pertama, Dubai Longgarkan Aturan Minuman Beralkohol Selama Ramadhan - Satu Harapan. Retrieved from https://www.satuharapan.com/read-detail/read/pertama-dubai-longgarkan-aturan-minuman-beralkohol-selama-ramadhan
Surya, M. D., & Kurniawan, F. (2018, February). The effectiveness of marketing communication through digital content for startup business (Case Study: Brandish beverage product). In 4th Bandung Creative Movement International Conference on Creative Industries 2017 (4th BCM 2017) (pp. 308-312). Atlantis Press.
Wibowo, A. T., Prasetyo, B. D., & Kriyantono, R. (2020). The influence of halal tourism destination branding on visitors satisfaction and revisit intention (a study of domestic tourist in Lombok, West Nusa Tenggara). Media Bina Ilmiah, 14(4), 2431-2440.
Copyright (c) 2021 International Journal of Science and Society
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
.png)
.jpg)
.png)
.png)
.png)
.png)
1.png)
.jpg)
-modified.png)
-modified.png)
-modified.png)
