PROPOSED DIGITAL MARKETING STRATEGY FOR BUILDING MATERIALS, A CASE STUDY OF PT. KNAUF PLASTERBOARD INDONESIA

• Main Author: Rubioctary, Dimada
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67626
• Institution: Institut Teknologi Bandung

Gypsum board is a type of building material used in interior rooms. It is one of the ideal options for infrastructure project solutions since it is simple to install, which makes it more cost- and time-effective compared to other material. But as time goes by, some competitors with similar product category began to enter the market. As a result, the price becomes one of the critical factors for customers consideration prior to make an order. In addition, the COVID-19 pandemic issue caused the postponing of numerous construction projects. The demand for materials suffered as a result, dropping drastically from the previous year. When there is a Large-Scale Social Restriction (PSBB) regulation, another problem is defining the concept of marketing activities to maintain interaction with customers and business partners. Several gathering events and exhibitions had to be cancelled. In order to innovate some of these activities, live interactive webinars and talk shows through Instagram were initiated. The company has even developed a mobile app to make this easier for project/home owners to find applicators, for applicators to purchase plasterboard products, and for building material stores to provide loyalty points to its loyal clients. But there are several constraints and challenges in its implementation. Applicator who are not really familiar with the concept of webinars are not too eager to take part in the training program. Rate of engagement with social media content is frequently low. Applicator who are already registered in the mobile application do not use the platform to respond new customers. This demonstrates the necessity for a new formulation of digital strategy so that businesses may utilize all digital channels to communicate with clients effectively. From those complications that have happened, author conduct an intensive research. In-depth interviews with a number of respondents who have utilized gypsum plasterboard products were the approach utilized to gather all the data. Understanding on how customers experience with the product is the primary objective of this final project. Started with the media that first made them aware of the product brand, their opinion of it, and the people they recommend to purchase gypsum plasterboard. Thus, it is clear that each customer has different preferences when it comes to understanding product specifications. Variety of promotional activities, including advertising, producing inspirational content with products, and collaborating with celebrities, can be effective in order to increase brand awareness for mass exposure. However, when they are considering placing an order (consideration stage), majority of customers still tend to make purchases or contacting the building store personally. In response to this fact, it is necessary to have a partnership program with distributors and stores, in order for the store to manage and control the potential customers who are collected in the company's database from digital advertising promotions and digital content.