PROPOSED DIGITAL MARKETING STRATEGY TO INCRASE BRAND AWARENESS FOR CREAMBATHKU

• Main Author: Rifqi Azkaputra, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66819
• Institution: Institut Teknologi Bandung

The advancement of technology and knowledge that encourages women to take care of their bodies, particularly their hair. This market grows from year to year due to the escalating need for hair care from a large number of consumers. As a result, the opportunity to participate in the growth of this company area becomes quite promising. Creambathku is a local brand of creambath hair care products. Creambathku manufactures creambaths of high quality at an affordable cost. The sales data have decreased over the past six months. A significant number of individuals are still unaware of the existence of Creambathku’s products. This research seeks to examine the external and internal environmental factors and to provide a digital marketing plan to boost Creambatku's brand recognition. Analysis of the external environment utilizing PEST, competitive analysis, and consumer analysis. The external study revealed a number of possibilities and dangers from the company's external environment. The distribution of questionnaires to customers is part of a company's examination of its external environment, which includes consumer analysis. After taking conclusions from the outcomes of the distribution of the questionnaires, an internal analysis employing VRIO and STP analysis is conducted. The findings of the examination of the internal environment revealed various internal corporate strengths and shortcomings. The SWOT analysis is conducted by merging the results of the company's external and internal environment analyses. The SWOT analysis will then be converted into a TOWS matrix in order to identify alternative digital marketing methods that businesses may utilize to raise brand recognition.