PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN PENJUALAN HELM KOMPOSIT PADA PERUSAHAAN RSV

• Main Author: Rafi Arroyyan, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70998
• Institution: Institut Teknologi Bandung

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.