INTEGRATED MARKETING COMMUNICATION PROGRAM TO ENHANCE BRAND AWARENESS, CUSTOMER ACQUISITION AND CUSTOMER RETENTION OF BUDGET HOTEL CHAIN THROUGH DIGITAL MARKETING STRATEGY APPROACH (CASE STUDY: ASANA HOTEL BRAND)

• Main Author: Ari Setia Budi, Ratna
• Format: Theses
• Language: Indonesia
• Subjects: Karya Umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38871
• Institution: Institut Teknologi Bandung

In 2014 Aerowisata Hotels & Resorts has decided to rebrand the name of Aerotel as Asana Hotel in order to capture economy scale segment. Asana Hotel brand in particular operated 9 hotels as owned 2 hotels and managed 7 hotels that located across 6 cities. Asana hotels are mostly located in strategically location, close to business and tourism destination. The target market of Asana Hotel is both leisure and business travelers as well as the MICE market. This study analyzes the business issues by using PESTEL Analysis, Porter’s Five Forces, Service Marketing Mix, SWOT Analysis, Competitor Analysis, and measure the level of brand awareness by using the 5A’s Customer Path and Customer-based Brand Equity Framework. It found that the lack of brand awareness has become the biggest challenge for Asana Hotel after rebrand in the past few years due to the limited marketing budget. In order to remain competitive in the hospitality industry amid a shift in the digital era, Asana Hotel must build a presence on all digital channels and need to develop strategy that effectively reach and attract targeted customers within low cost advertising budget. Therefore, this study using digital marketing strategy approach through RACE Planning Strategy to formulate content programs in order to increase brand awareness. The study result describe that Asana Hotels need to distinguish digital marketing strategy to reach customer acquisition and retain existing customers.