PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS AND RETENTION RATE (CASE STUDY: BLU)

• Main Author: Evan Wahyudi, Josua
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71229
• Institution: Institut Teknologi Bandung

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