PROPOSED MARKETING CAMPAIGN STRATEGY USING STORYNOMICS PRACTICE (CASE STUDY RENCANA DECORATION)

• Main Author: Iqbal Aditya Nuryasin, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67411
• Institution: Institut Teknologi Bandung

Rencana Decoration is service company engaged in decoration services. Indeed its very essential to clearly communicate why the product offers better and has different value from other competitor, but marketing has changed more in the last two years than it has in the decades since television''s inception.The marketing that has been carried out by Rencana decoration still fails is indicated based on the 5 why analysis carried out in the process. As a result, Rencana Decoration looking for marketing campaign approaches to reach the goals of each of their marketing initiatives. The method is qualitative, with a descriptive analysis having as the basis for further research. In the conceptual framework, the author conducts research through internal and external analysis. Internal analysis, which comprises STP analysis, VRIO analysis, and marketing mix analysis, is used to investigate the internal conditions of the company. External analysis includes Porter's Five Forces analysis, customer analysis, and competition analysis. The Business Model Canvas and SWOT analysis will enhance the company's explanation. Learn from the descriptive analysis that As a result, the majority of followers on the @_Rencana Instagram account are women aged 18 to 24, suggesting that Rencana Decoration may choose a customised offer and leverage the full potential of the internet to satisfy the demands of the young market. Rencana Decoration Planning creates segmentation and communication strategies based on rational and emotional traits. Rencana Decoration company concentrates on digital marketing in practice, but the results of the questionnaire show that some respondents are still using conventional methods to consume marketing campaigns. Subject of Customers who follow the @_Rencana Instagram account assess and believe that the message in the campaign is made an emotional story that can create awareness and interest in marketing campaigns.To conclude, the purpose of this study was to look into the Rencana Decoration Marketing Campaign Strategy. The RACE Planning framework shows how this décor company will conduct offline and online marketing, as well as the implications and planning of the marketing campaign. Based on the findings from the customer that have been analysed on the channel chosen by the market of Rencana Decoration, which is arguably diversified, the omni-channel marketing framework was picked as the proposed channel strategy. A content development plan, in addition to omni-channel strategies, is required as the most significant aspect of the campaign itself. The storynomics concept was proposed to aid with the conceptualization of the campaign''s content.