PROPOSED CONTENT MARKETING STRATEGY FOR KALËA SPACE TO INCREASE ONLINE PRESENCE

• Main Author: Made Arini Candraputri, Luh
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/64415
• Institution: Institut Teknologi Bandung

The rise of local brands in Indonesia, especially since the COVID-19 pandemic, caused intense competition among themselves. Kalëa Space sees the need for a collective space that could help those local brands support and lift each other instead of competing against each other. Kalëa Space's main competitive advantage is its value-oriented curation; each local brand consigns at Kalëa Space has its own narrative and purpose. Kalëa Space, as a concept store, is supporting those values through its daily operational activities to contribute to the empowering process. However, Kalëa Space's value has not yet been effectively communicated to its audience, which means Kalëa Space needs a marketing strategy to increase its online presence and communicate its value to the customers. This research was conducted by doing a survey questionnaire processed in a qualitative method through a Focus Group Discussion. The business issue exploration was conducted using internal analysis using SWOT and AISAS model, and external analysis using competitor analysis. The result shows that a store's value is one of the most significant factors to motivate customers to visit the place. However, Kalëa Space's value is yet to be effectively communicated to its online audience. The data collected is then processed into a marketing strategy using the Content Marketing method. Based on the analysis, it appears that Kalëa Space can maximize its Content Marketing strategy by utilizing platforms such as TikTok and Instagram Reels. This strategy is conducted by creating two kinds of content: entertainment and informational content. Kalëa Space will upload each content on different channels according to the channel's characteristics. Kalëa Space will conduct the strategy for six months before being evaluated and refined for future strategy.