PROPOSED STRATEGY TO INCREASE BRAND AWARENESS AND CLIENT RELATIONSHIP MANAGEMENT LEADING TO INCREMENTAL REVENUE OF PT EPPCONINDO PILAR ABADI

• Main Author: Khoirunisa, Pusparini
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65381
• Institution: Institut Teknologi Bandung

Eppconindo is a General contractor company that has been around for more than 25 years. However, in 2020-2021, there was a decline in turnover due to Covid-19, to restore financial performance Eppconindo had to get a new client. In the last two years, Eppconindo has been actively using digital platforms as a marketing tool. However, until now Eppconindo's digital platform is still very low awareness. Herefore, this study aims to obtain a strategy to increase awareness and improvement for PT Eppconindo's client relationship so that they can achieve their revenue target by 2022. In this research, several frameworks are used to analyze Eppconindo's business problems. For internal analysis using Marketing Mix: 4P framework while for external analysis using PESTLE. This study also uses SWOT. To determine brand awareness, this study uses Five A's analysis and for client relationship management uses the Payne and Frow CRM framework. For the primary Data, information were obtained from interviews with Marketing Manager, Sales Manager, Chief Marketing Officer, and Client. For the secondary data, researchers use company documents, websites and third parties data. This study found that the lack of awareness in digital media was due to Eppconindo haven’t optimize and don’t have a strategy for their digital asset. Even though Eppconindo already has a good client relationship, it needs improvement in its information collected which is still using the manual method. this study suggests several solutions to increase brand awareness and improvement in client relationships using the inbound marketing framework. At the attract stage to increase awareness, create video education content, blogging, and SEO. To improve client relationships at the engage stage, add a review column on the website and use personalized email marketing for clients. at the delight stage, using social media monitoring. To support the inbound marketing strategy, a recruitment process for social media staff should be carried out. to improve client relations in information gathering, you can switch to using collaborative software.