PROPOSED CUSTOMER ENGAGEMENT-ORIENTED DIGITAL STRATEGY AND INTEGRATED MARKETING COMMUNICATION FOR PT. ADHIMIX RMC INDONESIA
Many industries were negatively affected by Covid-19 Pandemic, and one of them is a non-essential sector, such as the construction industry. Because of the contraction that happens in the industry, there is a significant decline in demand and sales in the market. PT. Adhimix RMC Indonesia is one...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/71978 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Many industries were negatively affected by Covid-19 Pandemic, and one of them
is a non-essential sector, such as the construction industry. Because of the
contraction that happens in the industry, there is a significant decline in demand
and sales in the market. PT. Adhimix RMC Indonesia is one of the construction
companies that struggled during the pandemic situation, they still could not restore
the company’s brand health as before Covid-19, and their sales and demand this
year are still declining and not showing any significant value.
Therefore, the purpose of this study is to propose a customer engagement-oriented
digital strategy and propose the appropriate integrated marketing communication
for the company using the limited marketing budget and available resources from
PT. Adhimix RMC Indonesia. In analyzing and formulating the digital strategy, this
study will use Kraewing’s approach and SOSTAC planning also market research to
know the customer preference. The proposed digital strategy should be helping PT.
Adhimix RMC Indonesia provides an improved service platform and digital
marketing strategy that suits the market segment and preferences, so it could
establish the company’s customer experience that later will generate customer
engagement. |
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