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- Title
Analysis of Laneige Marketing Communication Strategy on Tokopedia and Shopee.
- Authors
Jenniefer; Witono, Andika
- Abstract
The current state of internet access has proven to have an apparent beneficial impact across a wide range of sectors, particularly in the e-commerce scene. Laneige, a leading cosmetics brand, effectively uses the digital landscape to broaden its market reach via e-commerce sites such as Tokopedia and Shopee. Through qualitative descriptive analysis, it is revealed that Laneige effectively develops its brand image and boosts sales performance by systematically adjusting marketing strategies to the unique qualities of each platform. This strategic alignment is accomplished through the comprehensive implementation of the 4P framework (Product, Price, Place, Promotion). The results show that through the Shopee platform, Laneige has leading sales numbers when compared to sales numbers on Tokopedia. On Shopee, Laneige is targeting consumers with attractive visuals, short, informative videos, a comprehensive description in the description column, and competitive prices. In addition, the use of the "Shopee Mall" feature and strong promotions also provide more value and contribute to the success of the company in selling its products through this platform. Laneige's success through the Shopee platform shows the use of effective communication strategies to understand the characteristics of the platform and its users. The right marketing method, supported by a good promotional strategy, is able to strengthen the brand image and sales success of Laneige products in the e-commerce market.
- Subjects
MARKETING; ELECTRONIC commerce; PRODUCT management; VIDEOS; BRAND image
- Publication
Jurnal Indonesia Sosial Teknologi, 2024, Vol 5, Issue 5, p1971
- ISSN
2723-6609
- Publication type
Article