FORMULATION OF MARKETING STRATEGY ON SOCIAL MEDIA INSTAGRAM FOR VASCKA EYEWEAR TO INCREASE CUSTOMER ENGAGEMENT AND SALES GROWTH

• Main Author: Enggar Metraprasagi, Anjereva
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35596
• Institution: Institut Teknologi Bandung

Vascka Eyewear is an online retail business established in 2013 that focusing on selling eyewear product and service on Instagram and Website, that include eyeglasses, sunglasses, and optical lenses. Vascka Eyewear is using Instagram Account @kacamata_vascka that has over than 500.000 followers and Website www.vasckaeyewear.com, with customers from all over Indonesia that can access the online store anywhere and anytime. Vascka Eyewear believes that the optical industry is rapidly growing and there is a good opportunity to grow in the market because of rapid expansion of the e-commerce or online store industry and increasing spending on online shopping. Vascka Eyewear has huge amount of followers on Instagram, but the customer engagement has ever been low since the Instagram algorithm posting system, that affected to the declining of product sales. Vascka Eyewear needs to overcome the issue with determining the best marketing strategy on Instagram. In conducting this research, author will analyze the internal business and external business of Vascka Eyewear. Internal business analysis conducted through STP analysis, marketing mix, business model, value proposition, and existing Instagram marketing strategy, while the external business analysis conducted through market and industry, also the consumer analysis. The internal and external analysis will be combined into SWOT Analysis and the root of business issue will be analyze by using Root Cause Analysis, and then the alternative strategy will be formulated with TOWS Matrix, also through deep analysis of Vascka Eyewear’s current situation, in order to find the best Instagram marketing strategy for Vascka Eyewear to increase customer engagement and sales growth. Marketing strategy that Vascka Eyewear use are photo or video content posted on Instagram feed, paid promote, endorsement, Instagram Ads, and sales promotion offer. Research result shows that from all of the Instagram marketing strategy that used by Vascka Eyewear except the Instagram Ads, increased the customer engagement. However, the best marketing strategy that gives a big impact to the customer engagement and sales growth is the visual content of product photography. Changing concept of the Vascka Eyewear Instagram proved to increase the volume of product sales in the past three months. Therefore, Vascka Eyewear formulated new Instagram marketing strategy that should be implemented to increase more customer engagement and sales growth with several ways, which are content improvement, optimizing Instagram features, and improvement on customer service and engagement program.