PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS (CASE STUDY: SPASS INDONESIA)

• Main Author: Firdaus Ramadan, Mochamad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70620
• Institution: Institut Teknologi Bandung

Sport is one of the activities that many people use as an alternative when the COVID-19 pandemic hits. This is an opportunity for Spass Indonesia to meet the needs of people in sports, namely by offering its main services in the form of assistance in arranging plans and holding sports activities together. However, a problem arose when Spass tried to increase its marketing outreach and brand awareness, which ended up being unsatisfactory. This study aims to produce a marketing strategy that is determined based on the company's external and internal analysis. The company's internal analysis is carried out by analyzing the Business Model Canvas by qualitative methods which are then combined with the results of competitors, customers, and Porter's Five Forces analysis. Then the process is continued by analyzing the SWOT and followed by combining identified SWOT elements using matrix techniques. Do not forget to also carry out an analysis using the Customer Decision Process theory to identify the source of business process problems from the customer's point of view. Identification and elaboration of strategies are based on 5A’s (aware, appeal, ask, act, advocate) theory and digital marketing approaches. Recommendations that can be generated from the process of formulating this strategy are social media marketing optimization, digital advertisements, landing page establishment, social media communication improvement, community activation, and innovation on content creation. Thus, recommendations for implementation will take one calendar year to increase brand awareness and deliver more targeted and effective information and corporate values.