This project aims to enhance the market presence of MilkLife's lactose-free milk in urban Indonesia using an Integrated Marketing Communication (IMC) strategy tailored to a population where up to 70% of adults are affected by lactose intolerance. Despite widespread awarenessrket penetration remains limited due to gaps in consumer knowledge and engagement. A survey of 572 urban respondents revealed that 61% experienced lactose intolerance symptoms such as borborygmi, diarrhea, and flatulence, with 90.4% aware of their condition. Notably, 41% sought more information after viewing ads, 54.4% made purchases, and 44.5% recommended the product—highlighting strong conversion driven by social media campaigns. Utilizing the SOSTAC®️ framework and the SOR (Stimulus-Organism-Response) model, MilkLife integrates social media, content marketing, and influencer partnerships into a unified strategy, ensuring consistent brand messaging to maximize reach and impact. This comprehensive approach aims to solidify MilkLife as the leader in the lactose-free milk market while promoting better public health outcomes in Indonesia.


Keywords: Purchase Intention, Digital Marketing, SOR Model, Lactose-Free Milk, Brand Awareness