Universitas Indonesia Conferences, Asian Federation for Pharmaceutical Sciences (AFPS) 2019

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Marketing Strategy for Some Food Supplement Products
Nurita Andayani

Last modified: 2019-06-16


Currently vitamins, supplements, and traditional medicines are an option in an effort to maintain health. Marketing for pharmaceutical products needs a good strategy. The marketing strategy through electronic word of mouth (e-WOM) and the strengthening of the brand image of purchasing decisions can be an alternative increasing the market share of health supplement manufacturers. A brand that is a pioneer of a product cannot be a guarantee that the product will have many buyers, but it is necessary to collaborate with the policy makers who recommend the product. Marketing strategies through Above the Line and Brand Awareness cannot influence the purchase decision of food supplement products, but brand awareness is influenced by the strategy of Above The Line.