PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY THROUGH BENCHMARKING APPROACH KOST.ON3 RESIDENCE

• Main Author: Rozanida, Rista
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66850
• Institution: Institut Teknologi Bandung

The hospitality industry is a broad group of businesses that provide services to customers. The industry can be broken down into three basic areas: accommodation, food and beverage, and travel and tourism. It primarily involves addressing customer satisfaction and catering to the needs of guests. KOST.ON3 Residence is a service business that prioritizes customer satisfaction to be the most important factor in the hospitality industry. Evaluating marketing strategy with key competitors is one of the things Integrated Marketing Communication (IMC) can perform. KOST.ON3 Residence compares itself to significant competitors to determine the benefits of its marketing strategy. Integrated Marketing Communication (IMC) and customer experience through the customer journey are used to build marketing strategies. The result of this study is the design of marketing communication. In terms of advertising, direct sales, sales promotion, public relations, events, and experiences, Integrated Marketing Communication (IMC) design is used. KOST.ON3 Residence also conducts a customer interaction journey that looks at awareness, consideration, purchasing, retention, and advocacy as part of the customer journey. The key things that KOST.ON3 Residence should be concerned about the advertising and brand awareness. Using Platform Third Parties as an effective tool to improve customer service from KOST.ON3 Residence.