INTEGRATED MARKETING COMMUNICATION FOR HERBAL TEA INDUSTRY USING BENCHMARK APPROACH

Abstract

Herbal tea or can be called tisane is a growing industry. Along with the increasing awareness of consumers towards health, herbal products have become a trend in society that has driven the herbal tea market. The global herbal tea market is spread into and Asia Pacific, North America, Latin America, Europe, the Middle East, and Africa. The Asia Pacific is expected to show the highest growth rate in the coming years due to public acceptance of the history of consumption of food and beverages and herbal teas. Therefore, the model to market and communicate the product should be determined to reach a wider market. Integrated Marketing Communication is an audience-driven business process of planning and managing stakeholders, content, channels, and results of a brand communication programs and to deliver a clear, consistent, and compelling message about the organization and its products. This research will find out the integrated marketing communication that suits to be implemented in flower and herbal tea companies as general. The method used in this research is the benchmarking method. The benchmark model result is to have packaging in advertising channel, event in events and experience channel, seminar and community relation in public relation channel, social media, website, and YouTube in social media marketing channel and newsletter in direct and database marketing channel.