PROPOSED MARKETING COMMUNICATION STRATEGY FOR BRAND BABY LOOP

• Main Author: Adrian Arliawan, Fredo
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46034
• Institution: Institut Teknologi Bandung

The birth rate in Indonesia is included in the fifth-highest birth rate worldwide. When the baby is born, parents must take responsibility for fulfilling the child's needs. And this is the foundation of parents' form of pure love towards their children. With such great opportunities, the local Baby Loop brand is available to help meet the needs of mothers and children. In such intense competition in baby products, Baby Loop must be able to compete with the competitors in the business. To be able to compete with other businesses, Baby Loop must know who its target customers are. Then the Baby Loop must also be able to consider what strategies are suitable to do so that customers can become more aware of the Baby Loop brand so that sales are achieved from the Baby Loop products themselves. By formulating 3 strategies in the Baby Loop brand such as Porter's Generic Competitive Strategy, Emotional Branding, and Business Model Canvas. With the findings of the analysis, Baby Loop will conduct product differentiation plan which is expected to increase sales and quality so that it is not easily imitated by competitors. Then by using campaigns through social media based on emotional branding methods so that it leads to customer loyalty, empowerment and storytelling are done. It is hoped that with these findings, Baby Loop will be able to compete with its competitors for the next 3 years.