PROPOSED MARKETING COMMUNICATION STRATEGY FOR WEDDING PLANNER BASED ON CLIENTS’ BEHAVIOUR (CASE STUDY: THE DREAM PLANNER)

• Main Author: Lestari, Anisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34069
• Institution: Institut Teknologi Bandung

Global MICE industry is growing rapidly. The number of event types held in the previous years vary from meetings, incentives, conferences and exhibitions. Other than those existing event types, wedding industry is also growing. The Dream Planner is a wedding planning business that was established in 2015. As a start up, The Dream Planner is still improving the business, especially in marketing aspect. This study is conducted in order to define which marketing communication strategy that will boost its number of sales. There are several analysis that are being carried out to determine the problems within the company. The analysis applies several tools such as STP (Segmenting, Targeting, and Positioning) analysis and Marketing Mix to examine The Dream Planner’s internal business condition and environment. To observe the external factors of The Dream Planner analysis used such as Porter 5 Forces, competitor and benchmark analysis. Root Caused Analysis is the outcome of the previous analysis as to determine The Dream Planner’s main problem and to discover their solution. Based on the analysis above, it has been concluded the right target market and marketing tools to be implied. The analysis also desribes the current high competition level of The Dream Planner in the wedding industry. The result of the analysis mentioned above are The Dream Planner’s low brand awareness. To solve the problem, interview sessions have been conducted with potential clients as a qualitative method of this research. This method is to identify which are the most effective marketing tools from The Dream Planner’s to their target market by using IMC (Integrated Marketing Strategy). From the data collected from the qualitative method, it is concluded that The Dream Planner needs to raise its brand awareness by using both online and offline marketing tools and integrate them into a proposed marketing communication strategy. All those marketing tools are sales promotion, personal selling, promotions, and trade shows in a form of Instagram as the official social media tool and also wedding exhibition as the offline platform. These integrated marketing tools are planned to be The Dream Planner’s future action plan to raise brand awareness as well as to raise their number of sales.