PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF QUARTET GRAPHIC DESIGN STUDIO
The creative industries are one of the fast-growing business sectors in Indonesia and is getting government support through Badan Ekonomi Kreatif. The need for creative industry services continues to increase every year, which makes it a promising business. As one of the sub-sectors in the creative...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/47331 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The creative industries are one of the fast-growing business sectors in Indonesia and is getting government support through Badan Ekonomi Kreatif. The need for creative industry services continues to increase every year, which makes it a promising business. As one of the sub-sectors in the creative industries, visual communication design is experiencing significant growth. The latest data available in 2017, shows that visual communication design grew 8,14% and became one of the four creative economic subsectors with the higher growth following photography, film, animation and video, and television and radio.
As one of the graphic design service providers in Cimahi, Quartet Studio is designed to seize business opportunities in the field of visual communication design. Quartet Studio's business concept and strategy aims to make customers have an engagement with the design results by involving them in the design process. Quartet Studio's business prospects are then analyzed internally and externally comprehensively. Internal analysis is carried out using Segment, Targeting, Positioning Analysis and marketing mix, while external components are analyzed using Porter's Five Forces and Competitor Analysis. The results of this analysis are then explored using Strengths, Weaknesses, Opportunities, Threats and Threats, Opportunities,Weaknesses, Strength Matrices.
The results of the internal and external analysis show that Quartet Studio has strength compared to other similar businesses, namely focusing on the female segment, selling products and services at affordable prices, as well as local audiences, have the opportunity to be supported by Badan Ekonomi Kreatif. The results are obtained through Strengths, Weaknesses, Opportunities, Threats analysis and Threats, Opportunities,Weaknesses, Strength Matrices. As a solution to the lack of brand awareness and low sales and lack of direction in marketing strategies from Quartet Studio, Quartet Studio decided to focus on marketing our products and services in cimahi and targeting on women. To measure how far the brand awareness of costumers towards Quartet Studio, The Awareness Pyramid theory is used which explains the difference in brand awareness of a brand. In addition, several strategies for advertising and promotion through online and offline media are also used to support this marketing strategy. As for the business strategy direction, Porter Generic Strategies is used to determine the right strategy for Quartet Studio.
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