PROPOSED MARKETING STRATEGY FOR MUIR POTRET’S COMPANY GROWTH IN BRAND AWARENESS

• Main Author: Septian Pamadya, Reza
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45860
• Institution: Institut Teknologi Bandung

Muir Potret is a startup company who names itself as a photo experience company, which means it is in its essential a photography company who capitalize in the exciting experience of photo capturing process that is only possible through the use of unique photobooth. Muir Potret itself started to operate with its first photobooth rig called the “Muir Ripit” that is a 3D photobooth that is able to capture a frozen-up moment from many angles and processed them into a beautiful ‘Matrix-like’ gif or video. Although for a new startup company Muir Potret can be described to be a very fast moving and independent, shown with its wide range of networks and clients which were accomplished by making use of each of its founders’ personal network. But just like any other company; the journey isn’t very smoothly progressed. Muir Potret struggled in having to find, build and grow its market from a nonexistent state into the targeted number as expected for its early phase. Muir Potret is in a unique situation where Muir Potret is building a new market segmentation within a rather older market that has existed for years longer before. Muir Potret is operating to build a photobooth business which is essentially a photography business within a regular photography market that has been acknowledged by many people. Being a photo experience company makes Muir Potret to only prioritizing to create photobooth for its products which caused certain ambiguity and uncertainty from the market in distinguishing Muir Potret as opposed to the regular photography business. The purpose of this research is to identify what aspects factors the growth of Muir Potret, and to develop a marketing strategy and growth in its brand awareness. This research is developed using a strategic conceptual framework that combines basic strategy tools of Red and Blue Ocean Strategy, brand image, and brand awareness theory with more customer and product focused tools leads to explore crucial strategy potentials relating to create effective solution for the company. After analyzing the issue, this research also conducted a SWOT analysis, segregation of external and internal issues, and conducted questionnaires which was handed out to 32 people from different communities and age difference to identify the factors of the issue, it was then identified that while the majority of people (72%) realizes the importance of photography in everyday lives, not many people realize that there is now a photography business who only produce photobooth services (identified by the majority of people [75%] who doesn’t acknowledge a photo experience company). The conclusion drawn from this research is that Muir Potret needs to focus in growing its market and to develop its manpower and assets. For its market growth, Muir Potret will need to implement the parallel market operation strategy to reach