Adiwijaya, Michael (2011) Creative Integrated Marketing Communication Strategy for the Indonesian Cigarette Brands. In: 2011 Marketing in Asia Group Scholar Conference, 29-05-2011 - 29-05-2011, Wellington - Selandia Baru.
Abstract
Nowadays the companies around the world are facing the tight competition both from the local rivals and the global ones. As the consequences, the customers are bombed with so many marketing campaigns from producers; starting from the simple advertisements to the extraordinary events. Each brand attempts to occupy its position on customer’s mind and differentiate its brand from others. The creative Integrated Marketing Communication (IMC) is becoming the solution to achieve those goals among the cluttered and saturated marketing campaign. The cigarette brands deal not only with the hard competition within the industry but also with so many issues for instance the health issue, government regulation, non governmental organization boycott, and etc. The aim of this paper is to investigate the implementation of creative IMC strategy for cigarette brands in Indonesia. Several IMC cases are revealed to identify the challenges when implementing the creative IMC strategy as well as the success factors of the strategy itself. The conclusion for succeed in implementing creative IMC strategy is that the company should focus on five strategy approaches; they are community building strategy, unique advertising theme strategy, sport sponsorship strategy corporate social responsibility strategy, and Moslem community approach strategy.
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