PROPOSED MARKETING STRATEGY USING 5A’S FRAMEWORK TO ENHANCE BRAND AWARENESS OF LUMMOSHOP

• Main Author: Avicenny
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68329
• Institution: Institut Teknologi Bandung

LummoSHOP is a SaaS startup company designed as a direct-to-consumer (D2C) enabler e-commerce builder application that was launched in October 2020. With LummoSHOP's D2C approach, MSMEs can take advantage of technology solutions without third party intervention. As a new brand, especially a startup business whose existence is still under five years, even less than a year if it is calculated since they did the rebranding, building awareness is an important factor to focus on its position and survive in the industry. Based on observations and interviews with the marketing manager of LummoSHOP, there are still many people who do not know about LummoSHOP, as a SaaS company, which is profitable for MSMEs as one of their business channels. In addition, a lack of promotional activities resulting a low brand awareness of LummoSHOP. This study analyzes business problems using the framework of Porter's Five Analysis, Marketing Mix, SWOT, Competitor Analysis, and Customer Analysis. Data and information were obtained from various sources such as interviews with employees, distributing questionnaires using sampling, and also by observation. The study found that the lack of brand awareness was caused by LummoSHOP's lack of optimal use of marketing channels and customer ignorance in the SaaS industry. To overcome the problems faced, namely to increase brand awareness, the author proposes a marketing strategy using the 5A Framework. For stage 5A in raising awareness of LummoSHOP, several strategies are used according to the stages. At the Aware stage, companies can collaborate with influencers, install billboards and banners where MSMEs gather, and launch a unique tagline. In the Appeal stage, the strategy that can be done is to create interesting content about features or information related to the brand or the SaaS industry itself. In addition, unique or viral promotions are needed to help customers digest information easily. In the Ask stage, the company should put in place a strategy to create a community platform using Facebook and create content using short videos on TikTok on a regular basis. Furthermore, at the Act stage, live chat with customer service, launching internal events, collaboration with the government and promotional campaigns are very helpful for LummoSHOP's new strategy. Finally, to be able to maintain relationships with customers at the Advocate stage, LummoSHOP can improve it by creating loyalty programs and referral programs where customers will get incentives.