PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY THROUGH NETNOGRAPHY APPROACH TWO X TWO

• Main Author: Dwi Elpiati, Octasharia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67312
• Institution: Institut Teknologi Bandung

Pandemic COVID-19 drives businesses to promote their product online. Promotional activities need certain marketing communications to deliver the right message to the right audience. TWO X TWO is a women’s local clothing brand that targets active women who was fashionconscious in urban areas. TWO X TWO promoted their product through social media but stopped the production when the pandemic hits in 2020. The brand’s marketing strategy is inefficient and failed to meet the target from 2020 to 2021. The brand planned to re-enter the market in 2023 with more efficient marketing strategies. The research collected primary data through interviews with 10 respondents. External analysis is conducted through netnography and competitor analysis with perceptual mapping and brand personality framework. Internal analysis is conducted through marketing mix 4P. The combined analysis shows the brand failed to understand its target market which leads to confusion on how to reach potential customers. The research proposed a tailored Integrated Marketing Communication that (IMC) focuses on content marketing as a solution. The research also proposed a brand personality to get an emotional response when the brand communicates with consumers. The IMC is assessed using AISAS funnels.