PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO ENHANCE BRAND AWARENESS FOR PT. SVARA INOVASI INDONESIA CASE STUDY: AUDIO STREAMING SERVICE SVARA ONLINE APP
Digital transformation brings changes to human habits in carrying out daily activities. This is triggered by the rapid development of the internet as a technology that is currently a necessity for many people. Realizing this, the implementation of the use of the internet has begun to cover many a...
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Format: | Theses |
Language: | Indonesia |
Subjects: | |
Online Access: | https://digilib.itb.ac.id/gdl/view/69460 |
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Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | Digital transformation brings changes to human habits in carrying out daily activities. This is
triggered by the rapid development of the internet as a technology that is currently a necessity
for many people. Realizing this, the implementation of the use of the internet has begun to
cover many aspects, including entertainment media. On the other hand, the rapid development
of technology has an impact on several industries which are disrupted by the presence of current
technology. In the information and entertainment media, radio and television are one of the
industries that are feeling the effects of the disruption caused by digital transformation.
SVARA Online App is an audio streaming service that offers audio content that has the
capability of covering all types of audio content, such as music, podcasts, and radio. The
SVARA Online App provides an audio streaming experience with the ability to provide live
music events and instant message interactions.
The purpose of this study is to identify brand awareness among users of audio streaming
services and design an integrated marketing communication strategy to increase brand
awareness. In this study, two analyzes were applied to identify the main problems surrounding
the internal and external analysis. Internal analysis is aimed at identifying the business
foundation with marketing mix analysis (4P), STP analysis, and analysis of company resources
and capabilities. The external analysis is intended to determine the external factors that affect
the company by applying PEST analysis, competitor analysis and consumer analysis. Based on
the results of internal and external analysis, it is used as reference material for analyzing SWOT
which will later be processed into alternative solutions with the application of TOWS Matrix
analysis which will be recommended as a reference for solutions to company problems.
The results of the analysis show that there is a problem with the awareness of audio streaming
service users towards the SVARA brand that needs to be improved. Based on the findings of
these problems, it is necessary to design an integrated marketing communication strategy to
increase SVARA brand awareness. This strategy design proposes to optimize marketing
communications through advertising by social media and public relations that have been
carried out by the company and addition strategy by implement sales promotions, direct
marketing, and involving influencers and brand ambassador as the marketing communication
amplifiers. |
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