The Innovative Academy mentoring session was held again at the EDS Building on (4/5), featuring Muh. Faturrahman, Network and Partnership Management Department Head at PT. Isuzu Astra Motor Indonesia, the brand holder, manufacturer, and distributor of Isuzu commercial vehicles in Indonesia. Faturrahman began the session by showing a branding video from Apple, explaining how Apple’s branding strategies can create a strong brand identity, similar to the strategies used by PT. Isuzu Astra Motor Indonesia in marketing their products.
“Why is Integrated Marketing Communications important?” Faturrahman asked at the beginning, sparking a discussion between the participants and the mentor. One participant noted, “IMC is important to ensure the brand message remains consistent.”
Marketing today has evolved into a two-way conversation. IMC integrates the communication of product and brand messages to a broader audience, making it the most effective method for creating brand awareness. Key components of IMC include having a clear and beneficial product, understanding the specific target market, analyzing competitors and market competition, embracing corporate culture, maintaining a consistent brand identity across all aspects, and enhancing consumer experience to offer a unique experience.
“To popularize a product to the end-user, brand communication is essential. This involves how a brand is communicated and builds customer trust,” Faturrahman explained. In B2B contexts, brand communication should consider the end-user and measure how well the product is received in the market, ensuring the promises made align with the target customers’ expectations.
“Besides IMC, SWOT analysis can be used. However, be cautious with SWOT analysis due to its high subjectivity,” the mentor emphasized. Faturrahman explained that crafting an IMC strategy requires a comprehensive marketing plan that includes the marketing mix, such as product definition, pricing, and other elements.
From this mentoring session, the mentor concluded that Integrated Marketing Communications is a method to effectively convey a product using specific tools and strategies, enabling thorough market analysis and mastery. (Writer: Ailsa / Documentation: IA Photos)