PROPOSED DIGITAL MARKETING STRATEGY FOR INDI GAME DEVELOPER (CASE STUDY: FUNNY BUNNY)

• Main Author: Hupasandha Risangmaya, Melati
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/43527
• Institution: Institut Teknologi Bandung

Funny Bunny is an indie game developer company that produce Role Playing Games (RPG). As a new company, the need for marketing is crucial. The right marketing strategy will be critical to produce optimal earning. That is important for the sustainability of Funny Bunny. This research uses both quantitative and qualitative research method. To explore the business issue, this research will use internal analysis and external analysis to construct SWOT analysis. Internal company will be analyzed with Marketing Mix and Brand Equity Pyramid. External analysis will be analyzed with Porter Five Forces and Competitor Analysis. Root Cause Analysis will then be used to identify the root cause of problems. The main problem of Funny Bunny that inhibit optimal earning is promotion. To solve this problem it needs IFI & EFE Matrix to find the key factor and quadrant to choose at TOWS Matrix. After the strategy is chosen, digital marketing funnel will breaks it down to find a strategy to reach optimal promotion action. Content Marketing Periodic Table help to get describe what to do. Lastly, Key Performance Indicator will help to measure the performance of the chosen strategy. In conclusion, Funny Bunny have a powerful strength and a big opportunity. Building awareness, building community and giving attractive offer will help Funny Bunny to have optimal earning. To reach those objectives, it needs strategies to use in Search Engine Optimization, Social Media Management, building gamer community and giving sales at Steam event sales. Timeline and budget will help Funny Bunny to plan the strategy running smoothly.