Mondelez International launched Belvita Breakfast Biscuits in April 2016. Belvita is the only
biscuit that presents itself as a breakfast biscuit in Indonesia. However, according to data
from head of food and nutrition, 1 of 3 that the Indonesian society themselves rarely breakfast
especially breakfast biscuits. This research aims to know Belvita marketing communication
strategy in branding effort as breakfast biscuit by using IMS strategy of dwisapta model. The
research method used is qualitative method with descriptive approach and post positivism
paradigm where the researcher can not get fact from a reality if the researcher make distance
with reality that exist and must be interactive. Data collection techniques through in-depth
interviews with Belvita Mondelez, expert informants, consumers and observation. Data
analysis techniques used are Miles and Huberman data reduction, data presentation, as well
as withdrawal of conclusions and verification. The results of this study that the marketing
communication strategy conducted by Belvita according to Dwi Sapta’s IMC Model. But in
an effort of branding Belvita as a breakfast biscuit has not been embedded yet into the minds
and habbit of consumers to complement Belvita as breakfast.
Kata Kunci : Smarketing communication strategy, IMC model, branding, breakfast
biscuits, Belvita