Analysis of Marketing Strategy of Diabetasol Product in Malaysia and Philippines PT Kalbe Farma, Tbk (International Division)

Abstract

Diabetasol has been successful in stomping its foot on the ASEAN market. Countries such as Malaysia, The Philippines, and Myanmar have contributed to putting the brand’s name up in the SouthEast Asia market. However, the business processes in each country are disrupted by several problems such as low brand awareness, lack of human resources, low market share, and an ongoing crisis. Therefore, the Diabetasol team of each country was striving to find a marketing approach suitable for each country’s target audience. To overcome these problems, several trial projects were held including Kuliah WhatsApp (KULWAP) event in Malaysia, E-Commerce live-selling campaign in The Philippines, as well as new content planning for Myanmar. By mainly using comparative methods, this study found out that the results were gradually increased through those projects meaning there is a possibility to make it into a regular event. The results obtained are expected to be useful and beneficial for the company’s future marketing decisions, businesses, educators, and students.