ANALYZING OF PRODUCT MESSAGES AND CONSUMER MEDIA PREFERENCES IN INDONESIA HOME IMPROVEMENT INDUSTRY (A CASE STUDY OF 3M COMMAND TM INDONESIA)

Abstract

PT 3M Indonesia who have Command™ products see opportunity in the growth of Home Improvement industry in Indonesia. This research focuses on problems that had by Command™Indonesia; to find appropriate product messages from consumers' major concerns and interests and also consumer media preferences when looking for inspiration in Home Improvement specifically in organizing and decorating activity. In this study, data were collected through questionnaires to 133 respondents interested in organizing and decorating by using a convenience sampling method in Jabotabek area. Data analysis is in the form of descriptive analytical quantitative (describe characteristics that exist in the population). Command™ Indonesia’s scope becomes limitation of this study. The result of the analysis found that organizing and decorating had different concerns that should be answered in product messages, Respondents’ concerns in wall damage and hanging activities indicated Command™ Indonesia have opportunities through their products. However, some messages need to be adjusted such as the product advantage message. Then, internet, magazine and store were preferred media in organizing and decorating activities. The results are important to help the company to have effective and appropriate messages in marketing communication and choose advertising media.