Omnichannel marketing communication strategy for Urea fertilizer products: Indonesian case study
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Published:
Feb 28, 2024
Keywords:
Fertilizer, Integrated Marketing Communication, Omnichannel Marketing
Section
Economy
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Abstract
This study was conducted to determine the omnichannel marketing communication strategy for urea fertilizer products implemented by PT Pupuk Indonesia and to analyze the alternative omnichannel marketing communication strategies implemented by PT Pupuk Indonesia based on Porter's Five Forces analysis in Indonesia. This research is qualitative research with a case study research method with data collection techniques in the form of interviews and documentation. The level of competition within the urea industry in the Indonesian market is relatively low in contrast with the global market. The substantial capital required for establishing a new urea plant serves as a deterrent to potential new entrants. Additionally, alternative products capable of replacing the function of urea contribute to this deterrent. The bargaining power of buyers is not particularly significant, given the limited number of competitors in the market. Conversely, the bargaining power of suppliers is considered substantial, attributed to government-regulated regulations concerning raw materials, specifically gas. PT Pupuk Indonesia employs both online and offline media for communication, with a strategic emphasis on online media to enhance data accessibility for stakeholders. The implementation of an omnichannel approach in marketing channels has resulted in an overall increase in fertilizer sales in 2022. Survey findings on customer satisfaction reveal a high level of contentment among customers with the products and services provided.
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Juniati, T. and Hidayat, Z. (2024) “Omnichannel marketing communication strategy for Urea fertilizer products: Indonesian case study”, Jurnal Mantik, 7(4), pp. 3527-3534. Available at: https://iocscience.org/ejournal/index.php/mantik/article/view/4529 (Accessed: 19April2026).
References
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Payne, L. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), 185–197. https://doi.org/DOI:10.1108/JRIM-08-2016-0091
Pidada, I. A. Y. S. D. U. (2023). DIGITAL MARKETING COMMUNICATION STRATEGY OF RINJANI TREKKING TOUR PACKAGES AT MUJI TREKKER TOUR & TRAVEL. International Journal of Social Science, 3(2), 223–240. https://doi.org/https://doi.org/10.53625/ijss.v3i2.6305
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Rusanen, O. (2019). Crafting an Omnichannel Strategy: Identifying Sources of Competitive Advantage and Implementation Barriers. In W. Piotrowicz & R. Cuthbertson (Eds.), Exploring Omnichannel Retailing (pp. 11–46). Springer, Cham. https://doi.org/https://doi.org/10.1007/978-3-319-98273-1_2
Sasiwou, B. S. (2022). MARKETING STRATEGY OF PETROKIMIA GRESIK NON-SUBSIDIZED NPK FERTILIZER TO WIN MARKET COMPETITION. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3).
Seleiman, M., Almutairi, K., Alotaibi, M., & Sahmi, A. (2020). Nano-Fertilization as an Emerging Fertilization Technique: Why Can Modern Agriculture Benefit from Its Use? Plants, 10(1). https://doi.org/DOI:10.3390/plants10010002
Shaffiyah, I. (2023). Analysis of the Distribution of Fertilizer Commodities through Multimodal Transportation: West Java, East Java and South Sumatra. Journal of Logistics and Supply Chain, 3(2), 93–108.
Shankar, V., & Kushwaha, T. (2021). Omnichannel marketing: Are cross-channel effects symmetric? International Journal of Research in Marketing, 38(2), 290–310. https://doi.org/https://doi.org/10.1016/j.ijresmar.2020.09.001
Tomaszewskih, L. E., Zarestky, J., & Gonzalez, E. (2020). Planning Qualitative Research: Design and Decision Making for New Researchers. International Journal of Qualitative Methods, 19. https://doi.org/https://doi.org/10.1177/1609406920967174
Trenkel, M. E. (2010). Slow- and Controlled-Release and Stabilized Fertilizers: An Option for Enhancing Nutrient Use Efficiency in Agriculture. International Fertilizer Industry Association (IFA).
Winoto, J., & Siregar, H. (2008). AGRICULTURAL DEVELOPMENT IN INDONESIA: CURRENT PROBLEMS, ISSUES, AND POLICIES. Analisis Kebijakan Pertanian, 6(1), 11–36.
APJII. (2023). Survei APJII Pengguna Internet di Indonesia Tembus 215 Juta Orang. Apjii.Do.Id. https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang
Bahri, R. S., & Istiharini. (2020). KAJIAN LITERATURE STRATEGI RITEL OMNICHANNEL SEBAGAI PENGEMBANGAN DARI STRATEGI RITEL MULTICHANNEL PADA INDUSTRI RITEL. Journal of Accounting and Business Studies, 5(2).
BPS. (2023). Luas Panen dan Produksi Padi di Indonesia 2022 (Angka Tetap). Berita Resmi Statistik.
Busthanul, N., Rukmana, D., Syafiuddin, M., & Mukmin. (2023). ANALYSIS OF THE EFFECTIVENESS OF THE FERTILIZER SUBSIDY POLICY ON RICE FARMERS IN WAJO DISTRICT. Agrisocionomics: Jurnal Sosial Ekonomi Dan Kebijakan Pertanian, 7(1), 16–26.
Destiartonoa, M. E., & Purwantib, E. Y. (2021). Market power or efficiency? An empirical study on the Indonesian fertilizer industry. Jurnal Ekonomi Dan Bisnis, 24(2), 361–378.
Hidayat, R., C, L., Gaffar, V., & Thaha, A. (2022). OMNICHANNEL FOR ONLINE & OFFLINE MARKETING: A SYSTEMATIC LITERATURE REVIEW. PALARCH’S JOURNAL OF ARCHAEOLOGY OF EGYPT / EGYPTOLOGY /, 19(3), 1196–1208. https://archives.palarch.nl/index.php/jae/article/view/11361
Hole, Y., Pawar, M. S., & Khedkar, E. B. (2019). Omni Channel Retailing: An Opportunity and Challenges in the Indian Market. International Conference on Physics and Photonics Processes in Nano Sciences. https://doi.org/DOI 10.1088/1742-6596/1362/1/012121
Ilinova, A., Dmitrieva, D., & Kraslawski, A. (2021). Influence of COVID-19 pandemic on fertilizer companies: The role of competitive advantages. Resources Policy, 71. https://doi.org/https://doi.org/10.1016/j.resourpol.2021.102019
Lorenzo-Romero, C., Andrés-Martínez, M.-E., & Mondéjar-Jiménez, J.-A. (2020). Omnichannel in the fashion industry: A qualitative analysis from a supply-side perspective Author links open overlay panel. Heliyon, 6(6). https://doi.org/https://doi.org/10.1016/j.heliyon.2020.e04198
Mali, E., Paananen, T., Frank, L., & Makkonen, M. (2022). A Customer Perspective on Omnichannel Customer Journey and Channel Usage: A Qualitative Study. 8th International Workshop on Socio-Technical Perspective in IS Development.
Milani, D., Kiani, A., Haque, N., Giddey, S., & Feron, P. (2022). Green pathways for urea synthesis: A review from Australia’s perspective. Sustainable Chemistry for Climate Action, 1. https://doi.org/https://doi.org/10.1016/j.scca.2022.100008
Miles, M. B., Huberman, A. M., & Saldaña, J. (2018). Qualitative Data Analysis: A Methods Sourcebook. SAGE Publications.
Mishra, R., Singh, R. K., & Koles, B. (2020). Consumer decision?making in Omnichannel retailing: Literature review and future research agenda. International IJC, 45(1). https://doi.org/DOI:10.1111/ijcs.12617
Payne, L. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), 185–197. https://doi.org/DOI:10.1108/JRIM-08-2016-0091
Pidada, I. A. Y. S. D. U. (2023). DIGITAL MARKETING COMMUNICATION STRATEGY OF RINJANI TREKKING TOUR PACKAGES AT MUJI TREKKER TOUR & TRAVEL. International Journal of Social Science, 3(2), 223–240. https://doi.org/https://doi.org/10.53625/ijss.v3i2.6305
Porter, M. E. (2008). Competitive Advantage (Keunggulan Bersaing). Jakarta: Kharisma Publishing.
Rafani, I. (2023). Update on Fertilizer Subsidy Policy in Indonesia: Perspective and Challenge. FFTC Agricultural Policy Platform.
Rusanen, O. (2019). Crafting an Omnichannel Strategy: Identifying Sources of Competitive Advantage and Implementation Barriers. In W. Piotrowicz & R. Cuthbertson (Eds.), Exploring Omnichannel Retailing (pp. 11–46). Springer, Cham. https://doi.org/https://doi.org/10.1007/978-3-319-98273-1_2
Sasiwou, B. S. (2022). MARKETING STRATEGY OF PETROKIMIA GRESIK NON-SUBSIDIZED NPK FERTILIZER TO WIN MARKET COMPETITION. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3).
Seleiman, M., Almutairi, K., Alotaibi, M., & Sahmi, A. (2020). Nano-Fertilization as an Emerging Fertilization Technique: Why Can Modern Agriculture Benefit from Its Use? Plants, 10(1). https://doi.org/DOI:10.3390/plants10010002
Shaffiyah, I. (2023). Analysis of the Distribution of Fertilizer Commodities through Multimodal Transportation: West Java, East Java and South Sumatra. Journal of Logistics and Supply Chain, 3(2), 93–108.
Shankar, V., & Kushwaha, T. (2021). Omnichannel marketing: Are cross-channel effects symmetric? International Journal of Research in Marketing, 38(2), 290–310. https://doi.org/https://doi.org/10.1016/j.ijresmar.2020.09.001
Tomaszewskih, L. E., Zarestky, J., & Gonzalez, E. (2020). Planning Qualitative Research: Design and Decision Making for New Researchers. International Journal of Qualitative Methods, 19. https://doi.org/https://doi.org/10.1177/1609406920967174
Trenkel, M. E. (2010). Slow- and Controlled-Release and Stabilized Fertilizers: An Option for Enhancing Nutrient Use Efficiency in Agriculture. International Fertilizer Industry Association (IFA).
Winoto, J., & Siregar, H. (2008). AGRICULTURAL DEVELOPMENT IN INDONESIA: CURRENT PROBLEMS, ISSUES, AND POLICIES. Analisis Kebijakan Pertanian, 6(1), 11–36.
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