PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO PROMOTE BRAND AWARENESS OF ONLINE LEARNING PORTALS: STUDY OF MOJADIAPP.COM

• Main Author: Bayu Mietra, Andhika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61636
• Institution: Institut Teknologi Bandung

Indonesia, as one of the largest countries in the world, with a projected population of 274 million people in 2020, will enjoy a demographic dividend in 2030-2040. Amidst the Covid-19 Pandemic, this opens new opportunities for those in the education sector to develop a feasible business in online learning. PT Mojadi Aplikasi Indonesia (MOJADIAPP.com) is a new player in the online learning industry and faces a tough competition with over 200 existing local brands in the country. A strong brand awareness is needed to be recognized and thus compete in the existing competition. An appropriate marketing strategy needs to be formulated and implemented to help MOJADIAPP.com raise awareness of its brand. This Final Project aims to find suitable Integrated Marketing Communication (IMC) strategies. To propose suitable IMC strategies for MOJADIAPP.com, the author first analyzes the internal environment (using current STPD analysis, current Services Marketing Mix, and Resource-Based View with the VRIO framework) and external environment (using PESTEL, Porter’s Five Forces, Competitor Analysis, and Customer Analysis). SWOT analysis is used to summarize the internal and external analysis. Quantitative and qualitative research methodology is done using market survey of 499 respondents to understand the preferred marketing strategy from a customer’s point of view and interview with the MOJADIAPP.com senior management and co-founders to understand the internal and external condition of the company. The formulated IMC strategy uses the Service Marketing Mix (7P’s) and the New Customer Path (5A’s) touchpoints as the input, and applies Human Centric Marketing, Content Marketing, and Engagement Marketing as a general strategy guide. The implementation of these strategies are marketing initiatives that use the Promotion Elements which cover activities of Advertising, Sales Promotion, Direct Marketing, Marketing Public Relations, Sponsorship, e-Communications, and Relationship Marketing. A key pre-requisite for the IMC strategy is for MOJADIAPP.com to develop a mobile app for its portal and expand its online presence through more social media accounts, particularly those that can reach the target market of MOJADIAPP.com, such as WhatsApp, Twitter, and TikTok, followed by implementation of the marketing initiatives to boost their brand awareness. The marketing initiatives can support the creation of a positive customer experience throughout the customer path. Customers who have gone through this path with a positive experience can then act as advocates to promote the MOJADIAP.com brand to new customers. This positive experience can be achieved through application of IMC using human-centric marketing, content marketing and engagement marketing. Human-centric marketing can be implemented through the implementation of good customer service and various sales promotions. Content marketing can be implemented through sponsorships and creation of appealing content for the marketing tools. Engagement marketing can be implemented through the use of mobile apps and gamification for promotions, and the use of existing user base for a more personalized approach.