PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE NEW BRAND AWARENESS FOR UPPER WATCH IN THE PANDEMIC COVID-19
The COVID19 pandemic in 2020 has affected people's behaviour patterns including customer behaviour and sales. At the same time to prevent the spread of viruses, every company large and small must develop appropriate marketing strategies to deal with the situation especially for new online store...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/55778 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The COVID19 pandemic in 2020 has affected people's behaviour patterns including customer behaviour and sales. At the same time to prevent the spread of viruses, every company large and small must develop appropriate marketing strategies to deal with the situation especially for new online store brands such as Upper Watch. Upper Watch is an online store brand founded in early 2020 with the main smart watch products. Offering a smartwatch product that is almost similar to Apple Watch, gives its own appeal, because most Indonesians who want to have a smartwatch with good quality but quite expensive.
The purpose of this study is to find out the reasons for the lack of awareness of the Upper Watch brand during the COVID19 pandemic. The research method uses quantitative and qualitative methods. Quantitative methods are used to obtain primary data to analyse potential customers and disseminate questionnaires, while qualitative methods are used to obtain primary data and make observations from interviews with owners and employees.
The collected data is then used to create internal and external analysis. Internal analysis is used to gather information about upper watch internal conditions, while external analysis is used to evaluate the industry environment as well as define the behaviour of potential customers of the smartwatch industry. Furthermore, after external and internal analysis was conducted, the researchers used root cause and produced the cause of the problem on the lack of sales channel channels, less effective promotions and limited resources in raising awareness of upper watch brands.
Based on the analysis, researchers presented a new marketing strategy by maximizing digital marketing and adding new sales channels in order to increase awareness of upper watch brands in the condition of COVID19. |
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