PROPOSED SOCIAL MEDIA STRATEGY FOR NEW LINE PRODUCT IN BRAND (STUDY CASE : NVNA GLOW)

• Main Author: Agustin, Livia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67810
• Institution: Institut Teknologi Bandung

NVNA Glow is the latest product line issued by NVNA which focuses on bath gloves using premium materials, namely silk, which is made of 100% plant-based silk yarn. The business started in January 2018, but for NVNA Glow began to market its products on October 19, 2020, using social media and online store platforms as marketing channels. The purpose of this study is to create an effective social media marketing strategy to increase customer awareness of NVNA Glow so that the number of sales increases. This research was conducted by identifying problems internally and externally using marketing updates (7P's), STP analysis, PEST framework analysis, competitor analysis, and SWOT analysis. After being identified internally and externally, the author can identify the strengths, weaknesses, opportunities, and threats to NVNA Glow. After knowing the strengths, weaknesses, opportunities, and threats to NVNA Glow, the author uses TOWS Matrix Analysis to develop strategies that are suitable for NVNA Glow. The results of this study are the need to improve marketing strategies on social media with regular posting consistency, the right ad formulation for Instagram and TikTok, the use of the right influencers, the use of the right keywords or hashtags when you want to make descriptions when posting on Instagram and TikTok, and increased customer engagement.