PROPOSED MARKETING STRATEGY FOR PT. CITILINK INDONESIA TO CAPTURE MILLENNIALS AIR TRAVELER

• Main Author: Muhammad Ridho Mappasomba, Andi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/44146
• Institution: Institut Teknologi Bandung

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.