PROPOSED MARKETING STRATEGY USING BRAND AWARENESS LEADING TO SALES INCREMENT OF GIMAP INDONESIA

• Main Author: Dani Yara Bresia, Zata
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65090
• Institution: Institut Teknologi Bandung

GIMAP is a consumer electronics retailer which is one of the official resellers of Apple products in Indonesia. Currently GIMAP has three sales channels, one of which is through the website. Based on the results of interviews with Internal GIMAP, it is known that the achievement of GIMAP Website sales is the lowest compared to other channels, besides data from similarweb (2022) GIMAP website traffic per month is only 112,000 visitors, this figure is lower than other competitors. Therefore, this study aims to obtain a marketing strategy using brand awareness to increase GIMAP sales. This study analyzes business problems using the Porter's Five Analysis framework, Service Marketing Mix, SWOT, Competitor Analysis, Customer Analysis, to measure brand awareness the 5A's Model Analysis framework is used, then to measure brand awareness and O2O acceptance to customers, Omnichannel marketing analysis is used which specifically only for O2O. Data and information were obtained from various sources such as interviews with employees, distributing questionnaires using convenience sampling, and also by observation. The study found that the lack of brand awareness was caused by the lack of optimal GIMAP in using marketing channels, the customer experience in using the website was still relatively low, the promotions carried out by competitors were more attractive and generally respondents still liked offline purchases. To overcome the problems faced, namely, to increase brand awareness for websites and O2O services owned by GIMAP. The author proposes a marketing strategy using the RACE Framework as the solution for GIMAP. For the reach stage to increase awareness of the GIMAP Website, display advertisements, content marketing, Search Engine Optimization and influencer outreach are used. Then at the Act stage to be able to interact with customers, social media marketing can be used such as quizzes, giveaways, and using email marketing by inviting website visitors to be able to subscribe to the newsletter. The next stage is to convert using a personalized email strategy, a referral program, testimonial & review column, live chat with customer service and cross selling strategy. Finally, to be able to maintain relationships with customers at the engage stage, GIMAP can improve customer experience, implement tiered loyalty programs, and also re-engage email programs.