PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR WORMHOLE STORE BANDUNG

• Main Author: Muhammad Rizki - NIM: 29115581, Almas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/20972
• Institution: Institut Teknologi Bandung

<p align="justify">This study aims to provide an explanation of the marketing problems faced Wormhole Store Bandung, a provider of original clothing in the city of Bandung, which does not achieve pre-determined target sales from 2014 to 2016. In this study also described the efforts that can done in order to increase sales activity Wormhole Store Bandung in order to achieve the target sales by fixing the activities of Marketing Communication Mix Wormhole Store Bandung. <br /> <br /> This study is based on the analysis of STP (segmenting, targeting, and positioning), analysis of the marketing mix, analysis of competitors, analysis of customers and SWOT. The primary data used in this study is the result of questionnaires distributed to a hundred respondents included in the target of the company currently assisted by secondary data sources using written data, as well as literature studies from various sources of printed, electronic and internet literature. <br /> <br /> The results of the questionnaire show that most people are not too aware of the existence of Wormhole Store as a provider of Fashion Street Wear with the original brand in Bandung, so the sales earned by Wormhole Store is not in accordance with expectations expected by the owner of Wormhole Store. <br /> <br /> Not reaching target sales Wormhole Store Bandung due to ineffective advertising activity, sales promotion is less than optimal, events and experiences that less attract consumer targets, lack of public relations, personal selling is less than the maximum salesmanship of salesperson, and direct marketing that has not optimal. <br /> <br /> Therefore, as a result the authors suggest that it should be improved parts of marketing that have been mentioned above by way of maximizing the utilization of the already advanced era as more active in the online world and social media because most people now use social media for their lives including to shop.<p align="justify"> <br /> <br />