Public Relation and Publicity in Shaping Corporate Brand: Case Study PT Mundipharma Healthcare Indonesia

Abstract

For pharmaceutical companies, corporate brand is very important. This is closely related to the formation of public trust, building loyalty, ease of public acceptance for new products and helping to drive sales. As a new pharmaceutical company in Indonesia, Mundipharma, as the brand owner of Betadine and dozens of other ethical drug brands is trying to build their corporate brand. In building the brand and the various dimensions in it, integrated marketing communications is a way that is often used in marketing communications which is an integrated unified public communications unit. This research will focus onPR & Publicitybecause this strategy has characteristics that are not related to product marketing, but rather leads to corporate image and reputation. This research uses qualitative approach with post-positivist paradigm. The principle of this research is descriptive with the collection of data through interview and document study. The result of this study shows that the frequently used IMC elements practiced by Mundipharma are publicity and public relations combined with event and sponsorship elements. The most visible public relations function is media relations. In collaborating publicity, PR, event and sponsorship, Mundipharma created a key message about their concern towards cancer disease. The approach is rather unique because it goes into the life-style and fashion realm with the purpose of creating a good and unique messaging collaboration capable of generating positive news that can build the image of the corporate brand.