Adaptive Marketing Strategy of PT Unilever Indonesia Tbk in Digital Landscape

Authors

  • Surya Budiman Universitas Pamulang
  • Rizaldy Fajri Universitas Pamulang
  • Livio Agung Dharmesta Universitas Pamulang
  • Yuliasari Yuliasari Universitas Pamulang
  • Adi Daen Fahmi Universitas Pamulang

Abstract

The study focuses on e-commerce channels and the use of the Sirclo platform, analyzing PT Unilever Indonesia Tbk's adaptive marketing strategy in the digital landscape. As a leading player in the Indonesian consumer goods sector (FMCG), PT Unilever Indonesia Tbk is at the forefront of integrating digital solutions to maintain and improve its market dominance. Despite consumer shifts towards online shopping, the company identified e-Commerce as a strategic priority to strengthen its position in general and modern trade channels. This article aims to explain the company's strategic approach to the use of digital tools and platforms to optimize its presence on e-commerce and to ensure sustained consumer involvement and market leadership. The study analyzes the company's use of Sirclo platform and explains how PT Unilever Indonesia Tbk combines its mission to deliver high-quality products with an innovative digital marketing strategy to meet the evolving demands of the digital age.

Keywords: Adaptive marketing in the digital age, PT Unilever Indonesia Tbk and Digital Transformation

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Published

2023-12-01

Issue

Vol. 4 No. 1 (2023): HUMANIS (Humanities, Management and Science Proceedings)

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Articles

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