| The global financial crisis is aroused in the end of 2007. Regarding to this situation, in order to be sustainable, companies taking cut down budget on its practice as one of strategic management. However, implementing low budget to get high impact in business is not an easy work; this action encourages communication strategic management in developing and penetrating marketing concept. The paper is scrutinized from the perspective of marketing and communication theories on 4Ps (Product, Price, Place, Promotion) to 4Cs (Consumer need and want, Consumer Cost, Convenience, Communication) in building consumer loyalty. Data of the case studies in this paper are collected from empirical observation as primary data and other resources as secondary data, analyzed with the support of literature review. Result shows that there is a significant role of consumer communitization in the case of marketing communication in order to develop conversation and collaboration with consumer. The implementation of consumer communitization bring about significant benefit to companies in stabilization and commercialization its products or services. It is low budget marketing communication with high impact on return. Some consumer communities are created and maintained by loyal consumer, but it also can be created and maintained by companies as well. Consumer community usually starts by group communication using email and spread out by Information Communication Technology (ICT) services, besides word of mouth. Conclusion drawn from this study is that there is unique approach in facing global financial crises for company sustainability, especially on the consideration of communitizing consumer in creating effective communication that may increase product or service selling. This model is low budget with high impact in return. |