ROPOSED DIGITAL MARKETING STRATEGY TO CREATING BRAND AWARENESS FOR NEW BRAND ESTABLISHMENT (CASE STUDY : YUGEN)

• Main Author: Agustin Salvianingtyas, Ika
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53079
• Institution: Institut Teknologi Bandung

The Indonesian Creative Economy has good potential with extraordinary economic value, this economic growth is supported by the increasing number of companies from various industrial sectors. This can be seen from the data from the Indonesian Creative Agency (BEKRAF), it is noted that the fashion industry is in the second largest rank of 18.15% after Culinary 41.69% in Indonesia. Over time, the necessity of fashion is influenced by the large human population in Indonesia on 2020. YUGEN, as a new company that is engaged in fashion, sees this as an opportunity to contribute to the development of Indonesia's Creative Economy, especially in the Fashion Industry. Through effective digital marketing optimizers we believe that YUGEN will develop by creating interesting content, YUGEN believes that creating brand awareness by utilizing social media can make it easier to carry out promotions and generate increased sale over time. Researchers used two methods internal analysis, and external analysis. For internal analysis, used STP and Marketing Mix to determine the internal conditions of the company. Meanwhile, for external analysis, the researcher uses three methods: Customer analysis, Competitor Analysis, and Porter's five forces. This analysis aims to determine how market conditions are. Besides, researchers also use SWOT analysis and Fishbone analysis to help get solutions to several problems. Through the TOWS matrix, to find solutions that occur in content marketing, social media optimization, product collaboration, and implementation plans to answer second research questions about business solutions. Solution that can be applied YUGEN in the future is needs to be consistent in creating creative content and maximizing social media as a promotion system. Content will be created every month to stay consistent in optimizing social media (Instagram, Tiktok, Youtube), posting photos and videos, this is done to create brand awareness in the eyes of customers and prospective buyers.