PROPOSED MARKETING STRATEGY FOR CAR PARKING APPLICATION: A CASE STUDY OF CARIPARKIR’S LOCKEY

• Main Author: Amilia, Anggita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68235
• Institution: Institut Teknologi Bandung

CariParkir is the application that focus on solving problems in parking journey. CariParkir established since 2018, with solutions for motorcycle and car user. Along with the increasing of passenger car (Source: BPS’s Data), it increases the difficulties on finding parking slot in mall and other building. Currently, the newest feature of CariParkir focus on car user, which called Lockey feature. This feature using IoT technology to create a journey that customers can book in advance of their slot parking before arrival. The target market of CariParkir especially Lockey is men/women who driving the car in big cities. Lockey as the newest feature in CariParkir application, need to boost the awareness under CariParkir application as the brand owner and ended to increase the transaction. Lockey categorized as a new technology which should change the conventional behavior of customer in finding parking. This research aimed to find out the reason of the low awareness of CariParkir brand and what people will expect of this feature and their behavior that can affect the marketing strategy of Lockey feature to car user, the parking journey of the customer should be understood further to know the pain points of customer that can be solved. Researchers also analyze through internal and external environment of company, utilizing framework Porter Five Forces and Competitor Analysis for External Analysis, VRIO Framework and SWOT Analysis for Internal Analysis and Customer Behavior and STP for Customer Analysis. Customer analysis conducted to both CariParkir customer and non CariParkir customer. This research used Quantitative Research Method using questionnaire. Based on analysis and the result of quantitative research, customers still need to introduce further about the detail of the product. The result of this research is the proposed marketing strategy that used based on Marketing Mix Strategy on 7Ps strategy which consist of Product, Price, Promotion and Place. And to improve the journey of customers, 5A Journey improvement which divided into Aware, Appeal, Ask, Act and Advocate. The strategy come up with short-term, medium-term, and long-term strategy which conclude as follows: product improvement to ease the process of using application & related with customer engagement, leveraging media channel, enhancement of customer service and strengthen collaboration with established brand related with automotives and location of customer presence. The connectivity between the strategy will increase the awareness and conversion to transaction in application.