Marketing Communication 4.0: The Entrepreneurial Challenges for Supplementary Food and Healthy Drink Business targeting Elderly Consumers
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Abstract
This article, author presents the entrepreneurial challenges for supplementary food and healthy drink business targeting elderly consumers to face. To be able to design 4.0 marketing communications, meanwhile, on the shore of elderly consumers, there is support information to make a decision to purchase in the form of marketing communications that is appropriate to the condition of the aging period. As follows
- The Challenges of understanding consumer behavior in purchasing goods and services in the marketing 4.0 era, which found that the current elderly consumers also have a modern lifestyle. It can be run and ready for new things, access to technology, focus on caring and caring for Health with a supplement and health drink. It has the behavior of buying goods and services. It is worth the investment, there is a sudden help system. Use a social network connected with a variety of digital media. In finding knowledge, find instructions from providing the information of the person who appreciated and criticized the product. Find instructions from sharing information and experiences each other. To deliver products and services that are tailored to your identity and can improve the quality of life.
- The challenge of designing 4.0 marketing communication until the behavior of buying supplements and health drinks, which finds the form of marketing Communications 4.0 in the building awareness. Create a compelling appeal and create a channel of speech consisting of 1) communication using keywords 2) narrative communication 3) Storytelling communication, mission of developing products for quality of life development 4) communication through Facebook 5) through the Blog 6) communication through the team who is a thought-influence These 6 marketing communication formats can be integrated into the form. To encourage the brand to be healthy online and offline, empower each other.
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