PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO ENHANCE THE BRAND AWARENESS OF PEOPLE DEVELOPMENT INSTITUTIONS: A CASE STUDY OF KARYA BANGSA

• Main Author: Pratidina, Dwiyatcita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36399
• Institution: Institut Teknologi Bandung

Based on an observation of the author on looking for number of institutions that is a subsidiary company of an education companies get the result of most of their brand name is embed with their parent companies’ name. There are four local subsidiary companies and three international subsidiary companies are having their brand name under their parent’s brand name. The local players, such as PPM Executive Learning Institute, Binus Executive Education, SBM-ITB Consultancy and Consulting Education, and LM University of Indonesia, while from its international players, such as Ateneo De Manila CCE, SMU Professionals Continuing Education, and NUS Centre for Development of Teaching & Learning. On the other hand, based on the interview with the current management of Karya Bangsa’s company, the subsidiary of Cipta Karya Bangsa, said that they are looking forward on having their own brand name -not embed the parent company’s name in front-. The educational industry has two main education services which are degree and non-degree program. The degree programs offer educational studies which at the end of the program, the people who attends the studies will be given a degree, while the non-degree one will not. The non-degree programs are usually a secondary product of the educational schools, because the main focus on services offered by them are their degree programs. Knowing the condition, this leads Karya Bangsa’s brand is being covered by the awareness of the parent company itself. This paper investigates and describes the concept of brand awareness in an educational industry. On making this paper, the author provides the business issue by taking the primary data collection, by doing an interview with one of the management of the company. Evethough the research is then being developed by doing several methodologies that is conducted on September until November 2018. The methodologies that is done by the author on making this paper is using Business Model Canvas (BMC), Strengths Weaknesses Opportunities and Threats (SWOT), Segmenting Targeting and Positioning (STP), Competitor Analysis, Brand Equity, and Integrated Marketing Communication (IMC). On doing the research study, the author got 133 respondents of questionnaire and four respondents of companies. This research study get the results or findings that there are 62% of them are saying that they don’t know the brand name of Karya Bangsa eventhough they already joined the program classes of Karya Bangsa. Instead, the respondents know the parent company’s brand name, Cipta Karya Bangsa. This study examines the brand awareness and its association with the parent company. The paper describes to know how well-known their brand awareness is with their parent company based on the survey that has been conducted by the author. In the end, the study is expected to give the recommended strategies based on the condition and survey that has been conducted on doing the study by conducting Integrated Marketing Communication based on the analysis that will be explained by the paper later on.