Proposed Digital Marketing Strategy (Study Case: Satoe Noesa)

• Main Author: Fadhlan Makarim-29115648, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29179
• Institution: Institut Teknologi Bandung

Satoe Noesa is a new startup business in clothing field established by Ryan Bilardi in July <br /> <br /> 2017, Jakarta; with a mission to introduce Indonesian uniqueness, in the future, Satoe Noesa <br /> <br /> aims to offer various design. Satoe Noesa pick unique character of each region of Indonesia <br /> <br /> to be applied in the design. Satoe Noesa faced several problems which not reach the target <br /> <br /> sales, low brand awareness, lack of variant, and lack of human resource leading to only four <br /> <br /> persons doing all the work. At the current time, Satoe Noesa does not yet have an offline <br /> <br /> store and the sales still depends on online store. <br /> <br /> The research method used in this research is qualitative data analysis. The first step is to <br /> <br /> identify the problem is an internal analysis. The internal analysis includes STP analysis and <br /> <br /> marketing mix analysis. External factor is analyzed by using Porter’s 5 Forces, Competitor <br /> <br /> and Benchmark Analysis. By looking the internal and external condition of Satoe Noesa, <br /> <br /> several solutions were produced that are considered appropriate to determine the company’s <br /> <br /> business strategy. Interview to Satoe Noesa customers is the primary data to be collected to <br /> <br /> determine what customer expected from the brand. To analyze the root of the issue, this <br /> <br /> research using Ishikawa Fishbone Diagram. <br /> <br /> The company primary problem is low brand awareness. To fix the issues, this research used <br /> <br /> AISAS and AISAS Benchmark Analysis. The solution leads to digital marketing strategy <br /> <br /> which includes attention, interest, search, action, share, and social media monitoring. The <br /> <br /> proposed solutions based on the research to increase brand awareness is by using AISAS <br /> <br /> strategy that includes create a landing page, social media management, customer service, <br /> <br /> open new merchant, create attractive advertisement, and promotion. To support ease of <br /> <br /> getting the product, Satoe Noesa has to spread the products to the bigger marketplace. Social <br /> <br /> media monitoring is needed to monitor and analyze the activities of the social media. <br /> <br /> Proposed digital marketing strategy action plan schedule for one year is provided in order to <br /> <br /> run and manage the strategy. A landing page should finish by then and ready to ease <br /> <br /> customer while looking for Satoe Noesa information. Discount promo needs to be planned in <br /> <br /> advanced regarding the national event and payday at the end of the month to attract more <br /> <br /> customer.