PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO ENHANCE BRAND AWARENESS FOR PT. SVARA INOVASI INDONESIA CASE STUDY: AUDIO STREAMING SERVICE SVARA ONLINE APP

• Main Author: Gunawan Nurantono, Fauzi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/69460
• Institution: Institut Teknologi Bandung

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.