SOCIAL MEDIA MARKETING AT EL-STORE IN ORDER TO INCREASE BRAND AWARENESS AND SALES

• Main Author: FEBRIANA (NIM : 29111017) Pembimbing : Leo Aldianto, MBA, MSc, ELINDA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18386
• Institution: Institut Teknologi Bandung

Social media, like Facebook, Twitter, and Instagram is growing in Indonesia especially in big city or in urban area. The user of social media is increasing every year. Nowadays social media is not only used to communicate between networks but also used to promote about a product or service. This makes social media is becoming a place for online store to operate. eL-store is a fashion online store, establish in 2012. Start to sell from Blackberry, then it makes social media account. eL-store provide fashionable product related to the newest trend with a good quality and cheap price. There is an issue about eL-store while eL-store operates at social media with lots of potential customer, yet the sales decrease and not reaches the target To find the root cause of the problem, there are several steps to take. The first one is to analyze the external and internal analysis about the store using PEST analysis, Porter’s Five Force analysis, STP (Segmenting, Targeting, and Positioning), Marketing Mix (7P’s) and Competitor analysis. Since eL-store is on social media, it is also need additional analysis about social media. According to the analyis about the store, it is identified that eL-store have several strength, weakness, opportunity, and threats (SWOT). From all the analysis stated, it can be concluded that the root cause about the issue is eL-store didn’t know what marketing strategy should be implement in order to increase brand awareness and sales.To formulate the strategy to resolve the root cause is using Grand Strategy Matrix as the result of EFAS IFAS analysis and TOWS matrix. The result shows that eL-store is located in quadrant I, and the proposed of the strategy is the market penetration strategies. The programs of market penetration strategy are celebrity endorsement, discount program, money guarantee, and product return.The implementation plans describe the program details with time implementation started in September 2013 and ended in August 2014. There is also provide the number of the resources needed like the number of human resources and the number of financial resources