PROPOSED MARKETING STRATEGY FOR PONDOK INDAH MALL IN THE NEW NORMAL ERA

• Main Author: Mahardhika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65725
• Institution: Institut Teknologi Bandung

Jakarta as a metropolitan city supports various business activities that comes with various needs. To accommodate these needs, developers started developing malls. One of them was PT. Metropolitan Kentjana, Tbk. that established Pondok Indah Mall (PIM) in 1991. It has been developed continuously until the recent opening of Pondok Indah Mall 3 during the pandemic in 2021. Shopping center industry in Indonesia has been struggling since COVID-19 pandemic hit Indonesia in 2020. Large-scale social restriction (PSBB/PPKM) is implemented by the government to prevent further virus transmission. With this situation, Pondok Indah Mall is faced by several challenges which are declining number of visitors, declining tenant occupancy, and the implementation of large-scale social restriction. From the analysis, it was found that the main problem faced by Pondok Indah Mall is the declining number of visitors, that is caused by causes both related and unrelated to the pandemic. During the pandemic, customers has realized the convenient of online channels. They also have higher concern on health, creating new demand for malls such as the demand for outdoor spaces. Customers discretionary spending portion has also decreased, while the portion for necessity has increased. The mall management promotion in the form of event has been reduced to prevent crowds. They have also made effort to relieve tenants’ burden and try to implement government’s restriction during the pandemic. Therefore, the root cause of the problems is the lack of human resources, research, and evaluation from the management, resulting in weak digital and online promotion, and minimum awareness of customers demand and behaviour. From the analysis, new STP, service marketing mix, and integrated service marketing communication are proposed for Pondok Indah Mall to survive in the new normal era. With the new marketing mix, it is hoped that the mall could capture potential customers and increase customers footfall. Integrated marketing communication is also important in helping the mall communicate their position in the industry and focus on shaping and managing customers perception of the mall. It is recommended for the mall management to utilize findings and suggestions from this research to improve their marketing strategy to survive in the new normal era.