PROPOSED MARKETING STRATEGY FOR PHOTOGRAPHY BUSINESS (CASE: EUNOIA VERDE)

• Main Author: Fadhil Pradana, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41819
• Institution: Institut Teknologi Bandung

Since the beginning of the 2000s until now, the development of technology certainly can’t be separated from human daily life. One of them is the development of camera technology that used to produce photos and videos. The desire of people to capture their moment has led to the creation of a photography service market in Indonesia This is also supported by the development of social media such as Intagram and Facebook which are used by people to share or show off these photos. Eunoia Verde Picture House is one of the photography service companies that participates in this market competition, especially for Bandung region and its surrounding areas. Eunoia Verde was pioneered by three people, in 2016 provide professional photography services. The types of photos offered by Eunoia Verde include pre-wedding / wedding photos, products / models, family / graduation, and premium school yearbook. Because Eunoia Verde does not have a permanent studio, the company is more focused on mobile studios that can be installed anywhere as desired by the customer. In carrying out business activities for companies that have running for 2 years, we experience some problems, especially in aspects of stagnant and uncertain income. This study aims to find the root causes the problem to arise and determine the right strategy to deal with the problem. The root of the problem that arises turns out to come from not the maximum marketing activities carried out by the company and low public awareness of the brand. To overcome this problem, two main concepts were used in this study, namely Marketing Mix and Brand Touchpoint. Each concept aims to analyze business conditions and determine marketing strategies to achieve customer acquisition and retention. Of course, every concept has tools that help analysis to become something concrete. There are also surveys and questionnaires distributed to several customer samples to get the right data. The process of making solutions uses the development of the marketing mix and brand contact wheels, whose supporting data has been obtained in the market analysis process. After all that has been obtained, the expected implementation plan is created that the number of sales has increased.