PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS FOR POWERBRAIN IN INDONESIA

• Main Author: Safitri, Annisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63869
• Institution: Institut Teknologi Bandung

The use of electricity cannot be unvisualized so becomes the main cause of poor energy consumption and contribute to the wasted energy of a building. Whereas buildings contribute to 40% energy consumption in the world. Powerbrain is a Smart service provider Cloud-based Energy Management that focus on small and medium business segment in developing country. This research aims to give Powerbrain to a propose marketing strategy to increase the brand awareness in Indonesia. The research methods used both quantitative and qualitative data collection methods. Quantitative is done by sending questionnaires to the business owners that has offline store. Qualitative is done by interviewing the CEO, CMO, VP Engineer, and Operation Engineer. Secondary data is also obtained from various articles, books, and company data. The conceptual framework used in this study is the external and internal analysis of the company. The external analysis used is the PEST analysis framework, Porter’s Five Forces, and competitor analysis. The internal analysis uses the Marketing 7P's, STP analysis, VRIO analysis, Value Proposition Canvas, and SWOT analysis. The collected data will be used to answer the research question. To better understand and execute the strategy into actions using Five A’s, Omnichannel Marketing, and Integrated Marketing Communication to increase the brand awareness adn gain more customers. The implementation plan is created through the business solution and several sections based on the company operational activities.