INCREASING BRAND AWARENESS FOR PHOTOGRAPHY BUSINESS (CASE: COOVE)

• Main Author: BIMASTANI 29115662, SAMUEL
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24184
• Institution: Institut Teknologi Bandung

The phenomenon happening recently is the increasing demand of photography services. <br /> <br /> <br /> <br /> This demand has opened opportunities for a lot of category of photography. The most <br /> <br /> <br /> <br /> profitable area in photography are ceremonial and commercial photography service, <br /> <br /> <br /> <br /> COOVE is one of the service company that saw this opportunity, established in 2013, <br /> <br /> <br /> <br /> COOVE become a photography services company that provide ceremonial and <br /> <br /> <br /> <br /> commercial photo services. However, since 2013 until 2017 COOVE selling is always <br /> <br /> <br /> <br /> stagnate year to year and the awareness of the brand is not increasing. This study has <br /> <br /> <br /> <br /> some objectives, which to identify the reason of those problems and purpose new strategy <br /> <br /> <br /> <br /> to increase COOVE brand awareness. <br /> <br /> <br /> <br /> <br /> The research methodology is using qualitative methods. The first step is to identify the <br /> <br /> <br /> <br /> internal condition using Segmenting, Targeting and Positioning (STP) and Marketing mix <br /> <br /> <br /> <br /> (product, place, price, promotion, people, physical evidence and process). The next step <br /> <br /> <br /> <br /> of the research is an external analysis to analyse the external factor that could cause the <br /> <br /> <br /> <br /> internal issues of COOVE. The external analysis is using five Porter’s forces and <br /> <br /> <br /> <br /> benchmark analysis. Then external and internal condition analyse with SWOT (Strength, <br /> <br /> <br /> <br /> Weakness, Opportunity and Threat). After those analyses the roots of the problem <br /> <br /> <br /> <br /> identified using fish bone diagram. It showed the main problem of the COOVE faced are <br /> <br /> <br /> <br /> unorganized job structure & lack of marketing program. <br /> <br /> <br /> <br /> <br /> To solve the problem which has been identified, the researcher proposed some solution <br /> <br /> <br /> <br /> to overcome the problem. First step, by using TOWS as a general solution then using <br /> <br /> <br /> <br /> Integrated Marketing Communication (IMC) to fixing the lacking of marketing program. <br /> <br /> <br /> <br /> IMC media included personal sales, advertising, exhibition, public relation, online market <br /> <br /> <br /> <br /> place, sales promotion and sponsorship. <br />