MARKETING STRATEGY FORMULATION TO ENHANCE BRAND AWARENESS FOR AN ARTISAN BRAND THROUGH SOCIAL MEDIA CONTENT MANAGEMENT: A STUDY AT PT TULISAN SUSUNAN TINTA

• Main Author: Pradipta Laksmi, Tara
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35616
• Institution: Institut Teknologi Bandung

Creative economy has been growing strongly in Indonesia since The Presidential Decree for Bekraft establishment. In 2016 Indonesia creative economy has contributed 7.44% to the national economy, while creative economy GDP in Indonesia has grown 4.95% in 2016. The industry rapid growth has encouraged many creative practitioners to participate within creative entrepreneurship. Among the creative venture, there are Tulisan that is established as an artisan brand that producing the products in limited stock only on each collection. As an offline-based brand Tulisan grows the business through marketing word-of-mouth system. But as the world is shifting to digital and slowly the customer digital behavior changes along the way. Under the circumstances Tulisan still finds difficulties in reaching the traffic through digitalization. As the product evolving based on the artist creativity, the brand facing slowing down performances to sold out. There are 3 main problem faced by the company currently and those are: How to create the right marketing strategy for Tulisan? What is the main gap of communication in Tulisan social media marketing so that it fails to increase the brand awareness? Why Tulisan home decor product moving slower than the fashion product? To solve the problems there are several framework assessments done to observe the main gap. The framework build is the combination of Aaker building strong brand, SWOT, social media matrix analysis, visual social semiotics and the influencer continuum. The methodology used to assess the specific framework on story telling is by combining between secondary data exist from the company, internal interview, in-depth interview and focus group discussion (sample taken randomly from the people within Tulisan Instagram followers) supported by non-random survey benchmarked from demographic data regarding the brand followers. At the last step persona is build to finds out upon the customer journey and each phase touch points. After finding the customer’s journey activity, an integrated marketing communication are build to excel Tulisan marketing, with underlining on the use of less complex language and visual in content management focused to the current existing product only with user-generated content that is focused on the customer’s need and involvement.