Syntax Literate: Jurnal Ilmiah
Indonesia p–ISSN: 2541-0849 e-ISSN: 2548-1398
Vol. 7, No. 11, November 2022
MARKETING SOCIAL INNOVATION PRODUCTS WITH IMC
Dwinanto
Kurniawan, Nafiah Ariani
Sekolah
Pascasarjana Universitas Sahid, Indonesia
Email: [email protected]
Abstract
Cumin tea is an herbal product with myriad of benefits. This tea is
produced in Tinumpuk Village, Indramayu
Regency. Community-based organization that produces this tea belongs to the Ikatan Mantan Buruh
Migran–Desa Tinumpuk (IBU TIN). This study aims to determine the
application of integrated marketing communication by CBO IBU TIN, especially in
marketing cumin tea. This research uses qualitative approach and case study
method. The techniques used to collect data are observation, in-depth
interviews, and documentation studies. Data analysis technique used Miles &
Huberman interactive analysis, while triangulation of data sources was used to
test the validity of the data. The results of the
study shows that marketing of cumin tea products by CBO IBU TIN has used
several elements in integrated marketing communication, namely advertising,
sales promotion, personal selling, public relations, event marketing, and
packaging. This finding also shows that CBO IBU TIN does not use digital
(interactive) communication in marketing the cumin tea products.
Keywords: Integrated Marketing Communication, Migrant Workers, Cumin Tea
Introduction
Micro, Small and Medium Enterprises
(MSMEs) have an important role for national economic growth (Salim, 2018; Sarfiah, Atmaja, & Verawati, 2019) and the regional economy (Putri, 2020). Based on data released by the Ministry of Cooperatives and
SMEs, the number of MSMEs in 2021 (May) has reached 64.2 million with a
contribution to GDP of 61.07% (worth 8,573.89 trillion rupiah) (Kemenko
Bidang Perekonomian, 2021). This contribution includes the ability to absorb 97% of the
total workforce and 60.4% of the total investment.
However, MSMEs in Indonesia also have
several weaknesses, such as weaknesses in the fields of management,
organization, technology, capital, licensing constraints (administration),
capital, limited market access, and non-technical costs in the field that are
difficult to avoid (Lestari, 2013). Another obstacle or challenge that many MSMEs in Indonesia
face is to innovate, both in product and marketing (Darwanto,
2013; Saputra, Inayati,
& Hartikasari, 2021; Surur
& Paramita, 2022).
Limited human resources also seem to
be experienced by many MSMEs in Indonesia to market their products (Fidela, Pratama, & Nursyamsiah, 2020). In this context, the application of integrated marketing
communications can be a strategy for MSMEs to introduce their products to
consumers (Munawar, Juningsih, & Maulana, 2016), as well as helping MSMEs in increasing income (Rahmadani,
2020). Meanwhile, from the
various types of elements that exist in integrated marketing communications,
MSMEs can choose certain elements that are considered the most efficient and
effective in marketing their products (Chrismardani,
2014; Munawar et al., 2016; Resmi & Roni, 2015).
In Tinumpuk
Village, Indramayu Regency, a group of former
Indonesian migrant workers started their business by producing tea extracted
from cumin leaves. This group of women, who are members of the community-based
organization (CBO) of Ikatan Mantan
Buruh Migran Tinumpuk (IBU TIN) use the land in their yard to plant
cumin trees. After having sufficient information about cumin leaves and their
health benefits, production began in 2019 in the form of teabags.
The cumin tea produced is marketed to
the surrounding community by relying on word of mouth
marketing. This marketing method has also proven successful,
because buyers experience various benefits after consuming cumin tea,
such as easier breath or increased fitness. With the trust from the community
and the creativity of CBO IBU TIN, the production of this cumin tea still
survives. Jinten tea packaging, which previously only
used plastic and aluminum foil paper, has now used cardboard packaging with an
attractive appearance.
As an herbal product with a myriad of
benefits, cumin tea products have the potential to be marketed more broadly.
CBO IBU TIN itself has a plan to market cumin tea products more widely after
obtaining a distribution permit from BPOM. However, the wider marketing of
cumin tea requires the support of an adequate marketing strategy so that it can
be accepted by the community. Integrated marketing communications (IMC) can be
used to support the marketing of cumin tea. CBO IBU TIN can also use certain
elements in the IMC which are considered the most effective and efficient to
use.
This study shows the author's
interest in the practice of integrated marketing communication carried out by
CBO IBU TIN in marketing cumin tea. In addition, CBO IBU TIN is a
community-based group (CBO) with collective values within the group. This study
was conducted at a time when cumin tea was produced on a limited basis.
Researchers are interested in knowing the practice of integrated marketing
communication (IMC) in marketing cumin tea during this period. Thus, this study
aims to determine the application of IMC in marketing cumin tea products.
Previous research related to this
research is Soleh's research (2019) which analyzes
the application of IMC by MSMEs throughout Bandung Raya in the ABCGM Synergy
Program (Soleh,
2019). In his study, Soleh also analyzed the efforts made in carrying out
promotional activities. From this study, the recommendation proposed is the
need for the ABCGM Synergy Program to provide further training and learning on
Integrated Marketing Communication activities to MSMEs.
Another study was conducted by Sariwaty, Rahmawati, Oktaviani, and Amran (2019). In this study, the
implementation of IMC is aimed at increasing sales of creative products in the
home interior sector. Before implementing IMC, product marketing efforts were
only made from individual consumer orders or from stores (Sariwaty,
Rahmawati, Oktaviani, &
Amran, 2019). The implementation of
IMC can run well after training in making brochures and banners, including the
use of online media to market products. In addition, counseling is also
provided so that MSME owners can better understand the concept and application
of marketing communication.
Inregrated Marketing
Communication (IMC)
Terrence A. Shimp
(2012) defines Inregrated Marketing Communication as
the process of developing and implementing various forms of persuasive
communication programs to customers and prospective customers on an ongoing
basis using all forms of communication that are relevant and acceptable to
customers and potential customers (Shimp,
2007). A similar notion is also
explained by Tuckwell (2008), who defines Integrated Marketing Communication
(IMC) as a coordination of all forms of marketing communication carried out
through an integrated program to maximize the impact on the target audience (Tuckwell, 2007). In practice, efforts to integrate these various
communication channels aim to send a clear, consistent, and convincing message
to potential customers about the company and its products (P. Kotler &
Armstrong, 2010).
American Association of Advertising
Agencies emphasizes that IMC as a marketing communication planning concept
should focus on comprehensive added value that evaluates the strategic role of
various communication elements used, such as advertising, direct promotion,
sales promotion, and public relations (Belch & Belch, 2017). Meanwhile, Tuckwell (2007) mentions seven elements that can
be used to implement IMC (Tuckwell, 2007): (1) advertising; (2) direct response communications; (3)
sales promotion; (4) personal selling; (5) public relations; (6) event
marketing and sponsorship; and (7) digital (interactive) communication.
In addition to the IMC elements
proposed by the American Association of Advertising Agencies and Tuckwell
(2008), Paul R. Smith & Ze Zook (2011) propose two other elements that can
be utilized, namely packaging and merchandising (Smith & Zook, 2011).
Packaging is a container or product wrapping that functions as a marketing tool
and builds a brand identity, while merchandising is a regulatory activity
related to layout (arrangements between one product and another) or store
display settings (Smith & Zook, 2011)..
Method
This research uses a qualitative approach with a case study method. A qualitative approach is a research procedure
that produces descriptive data in the form of speech
or writing and the behavior
of the people
being observed (Bogdan & Taylor,
1992). In this
study, this behavior is the application
of IMC elements by the community-based
organization (CBO) of
Ikatan Mantan Buruh Migran Tinumpuk (IBU TIN) in an effort to
market cumin tea products. In the context of
this study, the phenomenon of the
application of the elements of
IMC is not clearly visible, so an
investigation using case studies is
needed (Yin,
2009).
Research data collection techniques using observation, in-depth interviews and documentation studies. Observations were carried out in a non-participatory manner, while in-depth interviews were conducted with cumin tea craftsmen
who were selected through purposive sampling to suit the research
objectives (Bungin, 2011). Documentation is used to
strengthen the findings in the field, which are sourced from books,
journals, internet data, and
related photos and can support
the findings in this study.
The research
data that has been collected will be analyzed using
the Miles & Huberman interactive model. This analysis model consists of stages of
data reduction, data presentation,
and drawing conclusions (Miles & Huberman, 2014). The technique used to test
the validity of the data is
source triangulation, which is done
by checking the data that has been obtained from
various sources.
Result and
Discussion
Figure 1.
Application of IMC Elements in Marketing Cumin Tea
1. Advertising
The advertising
element has not been used optimally by CBO IBU TIN in marketing cumin tea products.
The use is only limited to
x-banner print media as product information media, not yet using other
media (posters, brochures, electronic media, and other media). This is due to
the limitation of raw materials
so that cumin
tea products cannot be produced
in large quantities. Mutiah
Suparta, as Chair of the
CBO IBU TIN also conveyed the consideration of waiting for
a distribution permit from BPOM, “If the distribution permit from BPOM has been issued, we plan to produce it
in large quantities. So, for now,
don't let the costs for
promotion be greater than the
production costs, we'll be in trouble
later.”
Figure
2.
X-Banner
Display of Cumin Tea Products
2. Sales Promotion
Sales promotion activities in marketing cumin tea are only carried
out through word of mouth
communication. From the surrounding community, who were given the opportunity
to try cumin
tea for free,
all claimed to feel the
benefits, such as breathing relief or increased fitness. These positive testimonials have an impact on
product repurchase from the surrounding
community. Mutiah Suparta stated
that in 1 month the average sales
of cumin tea products can
reach 50 packs (1 pack contains 25 tea bags).
3. Personal Selling
IBU TIN's CBO
personal selling activity was carried out
at the I-MASARO
(Indramayu-Zero Waste Management)
secretariat. MASARO is a corporate social responsibility program implemented
by PT Polytama Propindo and launched
on January 25, 2017. Together with CBO IBU TIN, waste management was built to
process waste into various processed
products with economic value and environmentally friendly (Republika Online, 2018). At the I-MASARO secretariat, more personal sales are made. Potential consumers can interact
with sellers and obtain more
adequate information about the health
benefits of cumin tea compared
to other similar products. Personal selling is also
done during the exhibition, which is generally
done through interpersonal communication.
Figure
3.
Consumen Trying and Buying
Cumin Tea Products at the I-MASARO Secretariat
4. Public Relations (Community Relations)
Activities to build community
relations (public relations) are carried out by building
synergistic cooperation with PT. Polytama Propindo. This well-established relationship is also more
aimed at empowering the CBO IBU TIN, especially in mentoring activities, such as disseminating information to develop cumin
tea in various ways from preparing
to the production
stage, providing assistance in obtaining SP-PIRT licensing, and providing opportunities to CBO IBU TIN at several exhibitions as a means to market
cumin tea more broadly to
the public. The SP-PIRT license is used
as a guarantee that the cumin tea
product developed by CBO IBU TIN is appropriate and passes food safety
requirements. This synergistic relationship gives CBO IBU TIN many benefits, especially in terms of developing
cumin tea products, from assistance (preparation and production) to licensing assistance.
Figure
4.
Preparation
for taking care of the SP-PIRT Licensing (Assistance by PT. Polytama
Propindo)
5. Event Marketing dan Sponsorship
The IMC element
applied by CBO IBU TIN is only for
event marketing, while sponsorship has not been carried out.
In addition, the sponsorship element seems inappropriate if it is
carried out by CBO IBU TIN, which incidentally is an empowerment-based MSME. Cumin tea products
for the first
time had the opportunity to fill the product
booth at the inauguration of the Timorensis
Deer Breeding at Taman Keanekaragaman Hayati (KEHATI) Indramayu in August
2021. Another event was the implementation
of World Clean Up Day 2021 which was held in September 2021. Apart from these
two exhibitions, there was no
other exhibition that was participated
by CBO IBU TIN. However, the participation of CBO IBU TIN in the exhibition shows that their cumin
tea products are ready to be
marketed to the wider community.
Figure
5.
The
Regent of Indramayu Visits the Jinten
Tea Product Booth at the Inauguration of the Timorensis
Deer Breeding at Taman Keanekaragaman Hayati (KEHATI) Indramayu
6. Packaging
The packaging of cumin tea
products is also part of
the implementation of IMC elements, from which previously
only made of plastic and
aluminum foil paper to finally
be packaged in good packaging. The good packaging of this cumin
tea product can add value
and become a medium for carrying messages
to the public.
We can't imagine what if this
product is distributed in plastic packaging and aluminum
foil.
Figure
6.
Cumin
Tea Product Packaging
Discussion
Although there are some elements whose utilization is still low, such
as advertising and packaging elements, the limitations of their application
need to be
seen in the context of CBO IBU TIN which can be
categorized as MSMEs. In addition to limited
human resources, limited capital is also
a separate obstacle. Permadi's research (2022) explains how MSMEs
prefer to promote through social media because they are cheap (Permadi,
2022). The selection of the
x-banner promotional media,
which was done by CBO IBU TIN when participating in the exhibition, could be said
to be the
right one. Although banners have disadvantages such as low excitability
and limited information displayed, banners also have
advantages with a large reach and
low production cost (Kennedy
& Soemanagara, 2006).
The visual appearance
of the x-banner is also
in harmony with the appearance on the cumin
tea product packaging, especially from the aspect
of color selection which is a combination of white and
green (see Figure 2). This means that CBO IBU TIN has realized the importance
of visual elements in cumin tea packaging.
Sari (2013) states that the visual element of packaging is
a communication strategy that should be
used by the
small industrial sector to display
a form of product imagery and face intense
competition (Sari,
2013).
The packaging of cumin tea
products that have looked attractive
is also supported
by an understanding
of the health
benefits of cumin tea. Understanding
of the product
can facilitate the process of
personal selling. In the context of herbal products such as cumin tea, potential
buyers who have never used
the product generally want to know first
the health benefits of cumin
tea. This understanding is in line with the
opinion of Alma (2009) which states that
the seller should already know enough about
the product to be sold,
because potential consumers are not happy with the seller
who cannot answer the questions
that are being asked regarding the products offered
(Alma,
2009).
CBO IBU TIN also
succeeded in using word of mouth
as a sales promotion. This form of
communication is very effective for MSMEs or
community-based organization
such as CBO IBU TIN, where buyers can feel
a more personal relationship
(P. T. Kotler & Keller, 2011). This form of
communication can also be said
to be very
suitable for the characteristics of MSMEs or
businesses with limited capital capacity because they are cheap and can increase
sales (Diahnisa & Kusumastuti, 2017; Hildayanti &
Satriyani, 2022).
The integrated
marketing communication element that is
also practiced by CBO IBU TIN is building relationships with stakeholders outside the community,
one of which
is with PT. Polytama Propindo by becoming a target group. This relationship
is important because it is
mutualism. This strengthening of stakeholder relations in turn can help
CBO IBU TIN open a wider network
(Halim,
Wahyudi, & Yogatamaa, 2020).
The expanded network was felt
by CBO IBU TIN when it was able
to participate in the World Clean Up Day 2021 exhibition (September
2021) and the inauguration of the Timorensis Deer Captivity at Taman Keanekaragaman Hayati (KEHATI) Indramayu (August
2021). For community-based organization
such as CBO IBU TIN, exhibitions
have an important
role in introducing social innovation products such as tea jinten, as well as being an
opportunity to increase networks, increase image and visibility, and to learn
from buyers directly (Susanti,
Rachmaniar, & Koswara, 2021; Yahya & Lubis, 2017).
From the IMC elements that have been
used by CBO IBU TIN, it seems that
there is one (1) element that has not been utilized to market
cumin tea products. Tuckwell (2007) calls it digital (interactive) communication, while Smith & Zook (2011) calls it a website
and social media. The importance of using
this element in helping to market
MSME products is also widely mentioned
in research (Ali Abbasi, Abdul Rahim, Wu, Iranmanesh, & Keong, 2022; Kolbe,
Calderón, & Frasquet,
2021; Sinha & Fukey,
2021; Suryono, Rahayu, Astuti, & Widarwati, 2020). In Febriyantoro & Arisandi's research (2018), it is stated how
digital marketing can make it easier
for MSMEs to convey information
and interact directly with consumers,
expand market share, increase awareness, and increase sales (Febriyantoro & Arisandi, 2018).
It must be admitted that the application
of digital marketing or digital (interactive) communication for MSMEs or
social-based groups such as CBO IBU TIN is not easy. This statement is also in
line with the results of research by Soleh (2019) and Sariwaty
et al. (2019). Both studies emphasize the need for efforts to provide further
training and learning to MSMEs regarding the use of
online media to support marketing activities.
Conclusion
The marketing activities of cumin tea products
by CBO IBU TIN have used several elements in integrated marketing communication
(IMC), namely elements of advertising, sales promotion, personal selling,
public relations, event marketing, and packaging. However, there is still one
element of IMC that has not been used by CBO IBU TIN in marketing its products,
namely digital marketing. The existence of this deficiency leads to research
suggestions regarding the need to find the right formulation in implementing
digital marketing for community-based MSME actors such as CBO IBU TIN. This
formulation is then outlined in various training and mentoring
programs whether carried out by
the government, educational institutions (especially universities), private institutions, or even the
business community. Through these mentoring
and training activities, the use of digital marketing elements by MSMEs can
be maximized and have a real impact on the
progress of MSMEs.
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