Proposed Brand Strategy for Blibli.com

• Main Author: Patria Abdullah / 29116080, Alief
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25363
• Institution: Institut Teknologi Bandung

As an exciting industry, e-commerce is predicted to have $88 billion value of sales in 2025 in <br /> <br /> the ASEAN region. One of local companies, Blibli, is trying to become a brand with <br /> <br /> competitive prices, and given HICE (handphone, IT, camera, electronics) team to carry out the <br /> <br /> task provided that the team contributes the highest to Blibli’s overall revenue. Using quick <br /> <br /> survey, the team found out that Blibli’s prices is not competitive enough and created a strategy, <br /> <br /> called Loss Leader internally, to change the current perception by giving out sales promotions <br /> <br /> on daily basis. However, the strategy was only running effectively for two months. When <br /> <br /> looking at pageviews for HICE, there is a spike of pageviews in certain weeks correlated with <br /> <br /> several product launches and events. This raises a question about the program’s effectiveness <br /> <br /> looking at the two facts; decreasing and stagnating trend from the program, and spiking <br /> <br /> pageviews during special occasions. Therefore, the research would be focused on finding the <br /> <br /> brand association to find out whether the brand strategy is right by utilizing the resources they <br /> <br /> currently have. <br /> <br /> The method used for this research is brand audit; “comprehensive examination of a brand to <br /> <br /> discover its sources of brand equity.”, focusing on consumer to assess the brand’s health, its <br /> <br /> sources of equity, and find ways to improve and leverage its equity. Brand audit consists of 3 <br /> <br /> aspects; brand inventory, brand exploratory, and brand positioning. <br /> <br /> Brand inventory analysis is used to find strong association, brand exploratory analysis is used <br /> <br /> to find favourable association, and brand positioning analysis is used to find unique association. <br /> <br /> The results of the analysis are there are only strong and favourable association; product hype <br /> <br /> promotions. <br /> <br /> There are two alternatives for the proposed brand strategy. First, the alternative to continue on <br /> <br /> the current strategy to change the customer’s perception about the prices in Blibli compared to <br /> <br /> its competitors in both B2C and C2C industry. While the second alternative is to change the <br /> <br /> current strategy and replace it with a strategy utilizing the current strong and favorable <br /> <br /> association that Blibli is currently have; product hype promotions. The most suitable one is the <br /> <br /> alternative 2; change the current strategy, utilizing the strong and favourable association by <br /> <br /> giving out sales promotions on new special occasions.