Recommendation For Marketing Strategy Effectiveness (Case Study: Nona Manis)

• Main Author: Nurazizah (NIM: 29115130), Laila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28540
• Institution: Institut Teknologi Bandung

Marriage is one of the important moments in life because human experience changes by their individual phase in their lifetime. For every year, many people are getting marriage. The internet connection trend brings the perception that the wedding planner services is a symbol of selfportrait that people will share to the public. The demands of social media then makes people compete on showing their best picture and the wedding design and as the background. It is a big opportunity in a wedding industry, therefore Nona Manis was created to offer the wedding decoration service. <br /> <br /> <br /> After two years running, the company never take measurements to the effectiveness of marketing stategy. Marketing strategy which has been done by Nona Manis, analyzed through: External analysis which use Five Porter Analysis, Competitve Profile Matrix (CPM) and External Factor Evaluation (EFE). Internal analysis which use Segmentation, Targeting, Positioning (STP), The 7ps and Internal Factor Evaluation (IFE) and also SWOT Analysis. After explaining the marketing activities that has been done by Nona Manis, author take a measurements of effectiveness with ROI, Social Media Analytic and Consumer Satisfaction. Then found that marketing strategy which has been done by Nona Manis was quite effective. However, there are several things that recommended by author to maintain which has existed and increase the effective value. <br /> <br /> <br /> Author recommends Nona Manis to do the strategy based on customer focus strategy by using SIVA Method which use to re – analyzed the strategy from the 7Ps that have been designed by the company. Furthermore, author also recommends the solution by doing the content marketing strategy with storytelling approach to make the content have more emotional value. And to keep the income constant, company are suggested to do S.M.A.R.T method. However, author also suggested to others companies to do monitor to consumer recommendation by measuring NPS value. As Implementation plan from the solutions that given by the author against the company. <br /> <br /> <br /> Author make a timeline plan and budgeting that can be use by the company in the next year. Author also make a posting schedule per week that can be use by the company.