PROPOSED MARKETING STRATEGIES TO INCREASE BRAND AWARENESS OF MR.DIY

• Main Author: Stadini Brilianthi, Kenang
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68585
• Institution: Institut Teknologi Bandung

MR.DIY is a home improvement retailer from Malaysia which expanded to Asia countries including Indonesia. The company offered a wide variety of products for whole family members at affordable prices following their slogan “Always Low prices”. Currently, MR.DIY already has more than 350 stores in Indonesia and will continue to grow. However, the brand awareness of MR.DIY has not met yet the company’s target and there is a gap in communication between the company and customer’s perceptions of MR.DIY. It shows in the questionnaire result in this research, that from 179 respondents 67.6% have not chosen MR.DIY as the main choice for shopping home improvement needs and only 7.8% correctly perceive MR.DIY as a home improvement retailer. Therefore, this study aims to find a strategy to increase the brand awareness of MR.DIY and educate the public about MR.DIY. The methods used in this study are qualitative and quantitative with the type of descriptive research. The general analysis uses STP and Marketing Mix 7Ps for internal analysis and PESTEL and Porter’s 5 forces as external analysis then SWOT analysis to conclude the business condition. The brand awareness pyramid is used as thematic analysis. From the results, the author proposes an Integrated Marketing Communication as MR.DIY strategy to increase brand awareness and content marketing to educate the public about MR.DIY positioning as an answer to the problems experienced by MR.DIY.