INTEGRATED MARKETING COMMUNICATION STRATEGY USING CUSTOMER–CENTRIC INTEGRATED MARKETING COMMUNICATION (CIMC) APPROACH FOR “MANIKAN”

• Main Author: Ayu Made Diah Afsari 29116037, Sang
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30805
• Institution: Institut Teknologi Bandung

Fashion industry contribute 18.15% in Indonesian creative ecomony industry. It becomes good opportunity for fashion industry in Indonesia. Manikan become one of the small-medium enterprise (SME) who take a part and participate in fashion industry. Manikan produce bag and luggage for women and men to fulfill the needs of people who seek a simply but unique products with traditional fabrics from Indonesia. The rapid growth of media and communication market pushed SME to follow the marketing trends nowadays. Manikan have tried all marketing communication activities and spend a lot of budget but did not produce effective result. Ineffective marketing communication experienced by Manikan proved by sales decline from 2015 until 2017. This research aim to identify the factors affecting customer purchase decision and the suitable marketing communication strategy for Manikan. <br /> <br /> This study using Customer-Centric Integrated Marketing Communication (CIMC) approach, exploratory research and conclusive research method. CIMC approach changed the old IMC into the new IMC which based on consumer analysis. This research restricted for women only because most of brand products are for women and purchased by women. Depth interview to fifteen people were conducted to find out the attributes on survey. The survey divided into five parts which are Customer Demography, Customer Attitude, Customer Journey, Channel Effectiveness and Customer Purchase Decision Hierarchy. The survey distributed online and filled by 323 respondents. Regression analysis and Chi-Square test were used to get conclusive survey result. <br /> <br /> The results shows that the effective communication channel is advertisement on printed media (magazine) and the most important information for customer while she or her wants to purchase a bag is the bag brand. Based on the result, the new IMC was designed to solve the business issue. Beginning with identify target audience and determine communication objectives. After that, company could prepare communication content which had strong and positive image about company brand. Magazine ads, online marketing, social media marketing and sales promotion were chosen as proposed integrated marketing communication for company. Manikan also should keep the consistency of the brand image while communicate its brand to customers. <br />