Advertising Strategies and Promotion of Milk Powder in Social Media

Abstract

The research on advertising strategies and promotion of milk powder in social media was a qualitative research that using a netnography method to collect the data. Using observations as a tool to collect the data from the 6 brands of milk powder industry, namely Enfa milk powder, Hi-Q milk powder, Dumex milk powder, S26 milk powder, DG milk powder, and bear brand milk powder that were advertised and promotion of milk powder in social media. Including Facebook, Instagram, Messenger, for a period of 8 months from May to December 2020. The research results showed that the milk powder industry defines 7Ps marketing mix: (1) the milk powder product marketing mix (2) the milk powder price marketing mix (3) the milk powder channel marketing mix (4) the milk powder promotion marketing mix (5) the personal supporting the milk powder brand marketing mix (6) the physical design of milk powder brand marketing mix and (7) the route design of dairy product consumer marketing mix. The main advertising strategy used in online media is Re-Marketing through Facebook, Instagram and Messenger. And use the free delivery as a complement for the complete closing process of the sale of milk powder product. For policy recommendations to the Control of Marketing of Infant and Young Child Food Act B.E. 2560 (2017) is the essence of the law shouup to date and effective in controlling the re – marketing online media. In addition, research should be carried out in each of the in-depth marketing mix.