ROPOSED STRATEGY TO INCREASE BRAND AWARENESS (STUDY CASE: OCTAGON STUDIO)

• Main Author: Alifianti Herdian Putri, Rani
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54598
• Institution: Institut Teknologi Bandung

Octagon Studio is a tech startup company founded in 2015 with a specialty to providing Augmented Reality (AR) products and solutions. AR industries in Indonesia still suffer because of the lack of awareness from the people about AR technology as it is only known by certain audiences, especially those who are truly technology literate. This affects Octagon Studio’s overall sales. Before Octagon Studio can increase their sales on their product, Octagon Studio needs to find a way on how to increase their brand awareness to the public. This research’s aim is to understand the Indonesian consumers’ awareness of AR-based educational products, by investigating the interest of Indonesian consumers towards AR-based educational products, then to develop the marketing strategies of Octagon Studio to penetrate Indonesian market. The research methods used in this research are External analysis, Internal Analysis and SWOT. External analysis is carried out to identify any external factors that may be a threat that cannot be controlled by the company. Internal analysis is performed by looking at the internal factors that influence the strategy, especially the weaknesses and strengths of Octagon Studio that will determine if the company can take advantage of available opportunities and at the same time avoid existing threats. The SWOT is based on external analysis and internal analysis. SWOT analysis is an overall evaluation of the strengths, weaknesses, opportunities, and threats posed by the company. SWOT is also useful in overseeing the external and internal marketing environment. After The SWOT, the author conducted a TOWS Matrix Analysis in order to develop the marketing strategy. Based on TOWS Matrix analysis, the author proposed several strategies to boost Octagon Studio brand awareness and penetration to the Indonesian market. One of the proposed solutions is by optimizing the use of their social media such as Instagram and YouTube. The main strategy proposed by the author is by collaborating with Octagon Studio's biggest threat, which is the conventional learning media. Octagon Studio can embrace their rival to make a collaboration product which will appeal to the market, such as product bundling. Beside the product bundling, Octagon Studio can also propose the collaboration by creating an AR-based Children Book with a local publisher. This will emphasize the fun way in study and learning for children and will potentially attract parents to know and buy Octagon Studio products.