PROPOSED OMNICHANNEL MARKETING STRATEGY TO ENHANCE BRAND AWARENESS IN A NEW MARKET (A CASE STUDY OF ZINUS)

• Main Author: Hea Seong, Chae
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47049
• Institution: Institut Teknologi Bandung

Zinus, No.1 online mattress company in U.S, with its innovative technology offering and focus on e-commerce, the company has enjoyed high sales growth since 2014 and continues to expand rapidly along with the e-commerce market. Zinus not only set its production site in Indonesia, it now aims to expand its successful business model and regional market to Indonesia. This final project is to develop and propose the marketing channel strategy for Zinus in order to increase the brand awareness in a new market, Indonesia. This research used descriptive qualitative and quantitative approaches. Primary data from in-depth interview, survey, observation through internship and secondary data are used to explore the internal and external business environment through PESTEL analysis, competitor analysis, SWOT analysis. And value proposition canvas and Omnichannel are used for strategy formulation. Based on findings from the business exploration and STP analysis, target markets are proposed; middle to upper class, adults and millennials who live in urban areas. Then, the marketing strategy to enhance brand awareness in a new market is proposed using the Omnichannel marketing approach, in order to develop marketing communication to all channels and build distribution channels that suit the target market segments in Indonesia.