PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO ENHANCE SALES: A CASE STUDY ON A REAL ESTATE IN BEKASI

• Main Author: Ivana Uktolseja, Merrie
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65420
• Institution: Institut Teknologi Bandung

COVID-19 caused a decline in the performance of industry in various sectors, including the property industry. Even though there is a growth in property price in the fourth quarter of 2021, there is still a contraction in sales and the reduction is still expected in the first quarter of 2022. Asa Kirana, a real estate developed by Adam Raharja Group also experiencing a slowdown in sales according to the internal source. The aim of this study is to propose the suitable integrated marketing communication strategy to enhance Asa Kirana’s brand awareness which hopefully improves customers’ purchase initiation and also provides an implementation plan to carry out key strategic activities. Data collection is done through observation in the research object area, literature research and study, questionnaires, and interviews with the internal sources and selected questionnaire’s respondents. The external and internal analysis for SWOT mapping was carried out using PESTEL, Porter’s 5 Forces, STP, and Marketing Mix 7Ps frameworks. Research shows that Asa Kirana has a moderate brand awareness due to its non optimal offline marketing and online presence. Further analysis by Integrated Marketing Communication (IMC) framework shows the non optimal media utilization by the company that caused the lack of people's purchase initiation. Wrong product-market fit also caused a high pricing in the company's marketing mix which then contributed to the slowdown in sales. Proposed strategies are presented through four frameworks, namely TOWS matrix, Integrated Marketing Communication implementation, ERRC grid, and 5A’s customer path. The result was several recommended actions to be taken by Adam Raharja Group, such as building new facility, applying smarthome technology to their products, form a social media marketing team, upgrade company’s official website, create a virtual tour and virtual exhibition, create Google ads, Instagram marketing, collaborating with KOLs and online property marketplace, create offline events, rent booths, billboards, banner, posters, and distributing brochures.