Analisis Brand Salience dalam Mencapai Return On Investment (ROI) Pemasaran Berkelanjutan: Studi Literatur Strategi Reposisi Tolak Angin

Abstract

This study aims to analyze the role of brand salience in achieving sustainable marketing Return on Investment (ROI) through the repositioning strategy of Tolak Angin using the slogan "Smart People Drink Tolak Angin." Amid the increasingly intense competition in Indonesia's herbal medicine industry, the relationship between brand salience, brand repositioning, and sustainable marketing ROI has received limited systematic attention, particularly in the context of fast-moving consumer goods (FMCG) such as Tolak Angin. This study employs a qualitative descriptive approach through a literature review, drawing on 13 key references, including accredited academic journals (Sinta and Scopus indexed), marketing textbooks, annual reports of PT Industri Jamu dan Farmasi Sido Muncul Tbk., as well as reputable business articles and research publications published between 1993 and 2025. The findings indicate that the "Smart People" slogan effectively enhances brand salience by strengthening the brand's ownership of Category Entry Points (CEPs) and reinforcing consumers' mental availability. As a result, Tolak Angin has been able to maintain its market leadership, holding approximately 72% of the Indonesian cold remedy market in 2024. Strengthened brand salience reduces the need for repeated consumer education, enables the brand to sustain a price premium, and improves sustainable marketing ROI by increasing the long-term efficiency of marketing expenditures. The managerial implication of this study is that consistently building consumer perceptions and memory through a coherent cognitive narrative plays a more strategic role in achieving sustainable marketing success than relying solely on price reduction strategies.