PROPOSED MARKETING STRATEGY FOR PT. CITILINK INDONESIA TO CAPTURE MILLENNIALS AIR TRAVELER
Citilink Indonesia is a low cost carrier as subsidiaries of Garuda Indonesia. Started as Garuda Indonesia’s business unit, Citilink Indonesia has operated independently as of 2012. Since then, it committed to always striving for excellence in order to be a world class LCC and the most admired in...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/44146 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Citilink Indonesia is a low cost carrier as subsidiaries of Garuda Indonesia. Started as Garuda
Indonesia’s business unit, Citilink Indonesia has operated independently as of 2012. Since then, it
committed to always striving for excellence in order to be a world class LCC and the most admired in
Indonesia. As the largest and most vary archipelago country in the world Indonesia continue to grow
the tourism sector, both domestic and international. Proven by Indonesia tourism growth is number
one in ASEAN and especially the domestic tourist that the number have exceed government target in
2017. By 2020, BPS forecasted that Indonesia will be dominated by millennials generation, that many
of them surely are a domestic tourist. Based on these facts, Citilink Indonesia has the challenge to
capture the growing millennials generations that use airline transportation. Through internal and
external research and analysis to reach it’s objectives, Citilink should develop new segmentation,
determine the target, repositioning, refine marketing mix and lastly enact integrated marketing
communication. By implement new marketing campaign with core message related to millennials air
traveler that integrated across platforms and channels. |
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