PROPOSED DIGITAL MARKETING STRATEGY (CASE STUDY: DERMATO SKIN CARE AND LASER THERAPY CLINIC)

• Main Author: Garry Widiantoro 29116342, Radityo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30103
• Institution: Institut Teknologi Bandung

Personal care and beauty industry is one of growing industry in Indonesia. The shifted behavior of the market in maintaining their health and beauty skin, have created a perfect competition towards this industry. As one of the player who serves the personal care and beauty’s market, Dermato Clinic locating in Bandung, tries to compete and win the competition. The power of digital era, also has shifted the way of company to market its products and services. Social media as part of digital marketing strategy, has a strong power in introducing products or services of company to the market. In order to strengthen the analysis about the power of social media, internal and external analysis have an objective to get insights for Dermato Clinic. The internal and external analysis translate as strengths, weaknesses, opportunities and threats which is more known as SWOT analysis. From the SWOT analysis, through converting SWOT analysis into TOWS analysis that aims to obtain alternative solutions. From the TOWS analysis, solutions proposed for Dermato Clinic are push and pull marketing content development strategy for its social media, sales promotion development strategy with another industry and utilize the usage of social media ads through detailing its targeted market. By implementing these strategies, Dermato Clinic expects to get more awareness through the increasing number of follower then make them as its real customer.