Revolutionizing Consumer Habits Through Integrated Marketing Communication (IMC): an Analysis of The Unique Selling Proposition of Enzyme Toothpaste

Abstract

The toothpaste market in Indonesia is a highly competitive arena dominated by pioneer firms with massive production capacities and extensive distribution networks. This study aims to analyze the Integrated Marketing Communication (IMC) strategy implemented by PT Enzym Bioteknologi Internusa in transforming consumer habits through its Unique Selling Proposition (USP), namely “Detergent-Free Toothpaste and the Dry Brushing Method.” Employing a constructivist paradigm and a single case study approach, data were collected through in-depth interviews with key informants, observations, and document analysis. The findings indicate that the integration of the communication mix—comprising personal selling, advertising, public relations, and sales promotion—is crucial for penetrating market dominance and building brand equity amid consumer habits that have been entrenched for decades in relation to foaming toothpaste. This study contributes to the marketing communication literature by highlighting the effectiveness of educational strategies in altering consumer behavior that is strongly habituated to conventional product functions.