PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS AND RETENTION RATE (CASE STUDY: BLU)
Covid-19 forced the government to limit people's face-to-face movements so they do not have the potential to get sick. This restriction on mobilization forces every industry to adapt to survive amidst uncertain conditions. In 2020, to be precise, BCA acquired Bank Royal, which later changed...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/71229 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Covid-19 forced the government to limit people's face-to-face movements so they do not have
the potential to get sick. This restriction on mobilization forces every industry to adapt to
survive amidst uncertain conditions. In 2020, to be precise, BCA acquired Bank Royal, which
later changed its name to PT Bank Digital BCA. A year after the acquisition, BCA launched
blu as a digital bank to enter the youth market.
After one year of blu being in the community, brand awareness of blu still needs to grow.
Unlike similar competitors such as Jago, Neobank, and Allobank, blu is seen as a trustworthy
brand amidst the many digital bank brands entering Indonesia. Low awareness will
undoubtedly affect low profits, few people open accounts, and confusion distinguishing
between blu and BCA.
Based on the survey results, it was concluded that to increase public awareness about the blu
brand, the authors suggest conducting a campaign divided into four parts a year, namely
bluVirtualCard, bluvestment x Welma, bluMasterCard, bluConcert, blucommerce day.
This study will help blu identify low brand awareness and low blu users, as well as develop the
position of the blu brand so that it can compete in the digital bank competition in Indonesia
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