My Len APP THE NEW SPIRIT OF LEN FOR INDUSTRY 4.0 TO CONNECT BRANDING, MARKETING COMMUNICATION, AND SELLING IN ONE INTEGRATED DIGITAL PLATFORM

• Main Author: Mustika Buana Putri, Dini
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35793
• Institution: Institut Teknologi Bandung

With around 250 million residents, Indonesia constitutes 40% of the market for the MEA (ASEAN Economic Community). Therefore, the Indonesian market is an easy target for regional/global companies. Along with the global competition, Indonesia has committed to implementing Industry 4.0 in order to build a globally competitive manufacturing industry. This commitment was marked by the launch of "Making Indonesia 4.0" by President Joko Widodo. LEN as a state-owned company realizes significant changes in the industrial landscape, especially in era 4.0, so that business patterns will begin to change and require industry players to start responding to markets by following trends in technological development, consumer preferences, regulation and shifting business environment. The problem faced by LEN is the still weak performance of information systems. The data is scattered so that web-based information systems have not been integrated. LEN's current existence wants all aspects to be focused on an integrated information system. In proposing the right strategy, LEN uses internal and external analysis. The strategy formulation in this study is Marketing Strategy 4.0. Through a marketing 4.0 approach, author want to find integrated interactive media that can connect branding, marketing communications, and selling to accelerate LEN's business processes. The results of this research are developing a tool called My Len App, a new spirit of LEN for industry 4.0. My Len App aims to create brand awareness, invites the participation of consumers to engage with LEN business activities, and share their experiences with others in applications and social media. In developing this mobile application, researchers adopted six human attributes to create a human-centric business platform to adapt to current market practices as described in the concept of marketing 4.0.