PROPOSED ONLINE CUSTOMER ENGAGEMENT STRATEGY TO INCREASE MR-COMIC SALES PERFORMANCE

• Main Author: EKAPUTRA RUHENDI - 29116443, MAHENDRA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28715
• Institution: Institut Teknologi Bandung

Mr.Comic is clothing brand established in Bandung since 2014. Mr.Comic offer fashion apparel mostly on the t-shirt. Design that used by Mr.Comic is Western comic, japan animation, and Game. Mr.Comic use consignment contract as its distribution channel on Bandung, Garut, Tasik, Sumedang, and Cirebon. Currently, Mr.Comic try to open direct distribution channel, an especially online channel with an attempt to fix the declining sales. <br /> <br /> This research will analysis Mr.Comic internal and external company condition to get a better understanding about Mr.Comic current condition. Internal analysis will include Segmenting, Targeting and Positioning, and Marketing mix 4p’s. On the other hand, external analysis will include value proposition canvas and competitor analysis. After getting understanding of Mr.Comic current company condition, last analysis will include TOWS matrix and customer engagement. <br /> <br /> Questionnaire distributed to know how customer perspective towards the Online store and online customer engagement. The result of questionnaire shows that from four customer basic assets, that is Network assets, Persuasion capital, Knowledge stores and Creativity, customer only interested in sharing their Network assets, Persuasion capital, and Knowledge store. Therefore, this research will use online distribution channel and customer engagement by Mr.Comic on this findings. <br /> <br /> Mr.Comic will use E-commerce as the main online transaction, and Instagram, Facebook, and website as its online perform to deliver customer engagement strategy program to the customer. Mr.Comic also need to recruit a new team to execute specifically for the online platform.