PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF LE LIFT AHEAD

• Main Author: Ratna Mustikasari, Elisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62441
• Institution: Institut Teknologi Bandung

The Le Lift Group is a Switzerland-based global manufacturer of lifts, escalators, and moving walks since 1874 and has more than 1,000 branches worldwide. In Indonesia, Le Lift started in 2000 under the name “PT Le Lift Sejahtera” as a joint venture between an Indonesia-based company Bunga Abadi Rampo Group and Gardindong Le Lift Group. Today, Le Lift leverages the potential of the Internet of Things (IoT) to connect lift and escalators named “Le Lift Ahead” to give customers clear insights into their building’s equipment health status. With Le Lift Ahead, the company is hoping to enter the digital segment to gain competitive advantage in the lift and escalator industry in Indonesia. The problem is low brand awareness of Le Lift Ahead that brings two questions to find a suitable marketing model to create awareness and which digital platform should be used to promote Le Lift Ahead. The author is using quantitative research methodology to evaluate the root cause and find solutions in this research. In addition, questionnaires were collected from Le Lift Ahead’s buyer for the primary data. As for data analysis method, the author conducted descriptive analytics. Competitive edge of Le Lift Ahead shall be highlighted to boost the brand image of Le Lift Ahead. Le Lift Ahead has potential to attain brand awareness by always delivering consumer expectations in the right way.