MARKETING STRATEGY TO BE THE TOP OF MIND CRYPTO PLATFORM BRAND FOR CRYPTO INVESTORS (CASE STUDY: PT. BIRU HIJAU)

• Main Author: Canille, Kyrie
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63511
• Institution: Institut Teknologi Bandung

PT. Biru Hijau is a mobile-first crypto wallet and trading platform in Indonesia, one of the very few crypto exchanges in Indonesia that is officially licensed by the Bappebti, Ministry of Trade. Launched in 2020, PT. Biru Hijau aims to make cryptocurrency easier to understand by anyone as well as help bridge the Rupiah to the crypto world. PT. Biru Hijau is the only company that is focusing on the intuitive user interface, ease of use, and in-app educational. As the new brand, PT. Biru Hijau competitors have been around for more than 3 years, the company has the goal to to be the #1 Top of Mind brand for buying / selling Crypto. be in 2022. Hence this research is conducted to get the insight as to the fundamentals that could be used by company’s top management to develop brand building strategy to make PT. Biru Hijau the top of mind brand among crypto platforms in Indonesia in 2022. This research was conducted quantitative research by doing Top of Mind Awareness (TOMA) Survey to track its brand positioning and media channel as a source of information to learn about crypto exchanges. To Author also do internal and external analysis, by evaluating the current STP, SWOT and PESTEL analysis. The quantitative research use Jakpat App service to distribute the survey in a form of questionnaires with total 300 respondents to gain insight about crypto market. The result of the research shows that PT. Biru Hijau only has 6% of top of mind awareness and 41% of brand awareness. Therefore, the Author suggest some integrated marketing communication strategy for some improvement to achieve massive brand awareness for the brand. PT. Biru Hijau should also extend its media channel by utilizing Television, Out of Home and optimizing its referral program feature.