PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN PENJUALAN HELM KOMPOSIT PADA PERUSAHAAN RSV
Asia Pacific is the region that has the largest market share in the sale of motorcycle helmets. The number of motorbikes in Indonesia is also the third largest in the world after India and China in 2020. Each of these motorbikes also requires a helmet which makes the need for helmets continue to...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/70998 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Asia Pacific is the region that has the largest market share in the sale of motorcycle helmets.
The number of motorbikes in Indonesia is also the third largest in the world after India and
China in 2020. Each of these motorbikes also requires a helmet which makes the need for
helmets continue to exist and increase in Indonesia. However, one of the inhibiting factors in
purchasing a helmet is the interior design of the helmet which makes wearing the helmet
uncomfortable because it feels hot, causes shortness of breath due to poor air circulation, and
creates physical discomfort. To overcome the problem of heavy and uncomfortable helmets,
manufacturers use Tri-Fiber Composite, which will be shortened to composite, which is a
mixture of fiber, kevlar and carbon. Therefore, the company developed a new helmet product
using composite materials. The composite helmet is branded RSV FFC21 which is a premium
product from RSV.
To increase sales of FFC21 RSV helmets, it is necessary to design a marketing communication
strategy. The model used to solve the problem in this study is preceded by klaster analysis to
form market segments. Then the characteristics of each segment will be identified using the
cross-tabulation test and the Kruskal-Wallis test. The primary data used in this study were
obtained through online questionnaires. The data that was successfully obtained was 400 data.
There are 4 segments formed with different characteristics, namely Functional Based
Customers, High Demand Customers, High Demand with Functional Based Customers and
Low Demand with Functional Based Customers. One target market was chosen, namely
Functional Based Customers. Based on the selected target market, a position is formed against
similar competitors as well as a marketing communication strategy that can increase sales of
the FFC21 RSV Helmet.
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