PROPOSED EFFECTIVE MARKETING PROMOTION FOR PT DUA DELAPAN’S HOUSING PROJECT IN JAKARTA

• Main Author: Agung Allorante, Stefano
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49248
• Institution: Institut Teknologi Bandung

Population growth in Indonesia, especially Jakarta, has led to an increase in housing needs by the community. Following this market trend, PT Dua Delapan through its property division has a housing project plan in Cilangkap, East Jakarta. However, the company experience is in construction services, and in the property industry the company considered relatively new. As a newcomer in Jakarta Market, the company must be able to create marketing strategies that are in accordance with the preferences of the property market in Jakarta in order to be able to introduce products to the market in Jakarta. There are several things the author does in gathering data and analyzing the property business environment in Jakarta. First, by doing a general analysis by analyzing Porter's Generic Strategy to determine the strategy that will be used by the company. Then the author conducted an external and internal business environment analysis using PESTEL analysis and Porter 5 Forces. After that, the analysis is carried out using Segmenting, Targeting, Positioning (STP) to analyze the target market determined by the company. Analyze marketing methods using Marketing Mix (7P), and conduct integrated marketing analysis using Integrated Marketing Communication framework (IMC). The result shows the market’s preferences on housing products and the media preferences on property ads. From the product preferences, the company has to re-consider the product and price offered to the market. The media's preferences show that social media, websites, and billboards become the market preferences to see property ads. As a newcomer, making a strategy that is suitable for the market is the aim of this research. The use of the 5A’s analysis in this study is to determine the customer's path to buying a product. So, in forming this marketing strategy the authors propose a marketing strategy using the results of the analysis of SWOT analysis and 5 A’s Customer Path and supported by the implementation of the IMC framework that based on the results of the IMC research, the company recommended to do activities based on the online promotion and the offline promotion, and campaign on public relation to increase the company brand awareness in the market. And the activities to increase sales opportunities by conducting sales promotions according to the IMC framework to create a program to help customers financially and provide convenience in the purchasing process.