PROPOSED CUSTOMER ENGAGEMENT-ORIENTED DIGITAL STRATEGY AND INTEGRATED MARKETING COMMUNICATION FOR PT. ADHIMIX RMC INDONESIA

• Main Author: Shakila, Bianca
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71978
• Institution: Institut Teknologi Bandung

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.