THE EVALUATION OF THE IMPACT OF CO-BRANDING MODENA – MARVEL TO TAP INTO THE YOUTH SEGMENT

• Main Author: Yudho Prastowo, Bagus
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74312
• Institution: Institut Teknologi Bandung

Indonesia is currently experiencing a demographic bonus, indicating potential for higher economic growth and increased consumption. This presents a significant opportunity for Modena Indonesia to expand its market by targeting the untapped youth segment, which constitutes 70% of the country's population. To tap into this segment, Modena adopted a market expansion strategy by collaborating with Marvel through co-branding, leveraging Marvel's strong engagement with the youth. The study aimed to evaluate the impact of this co-branding partnership on the main brand image, co-brand image, and overall collaboration objectives. A combined method approach of quantitative and qualitative research, including descriptive analysis, was employed. The research focused on exploring consumer perceptions and the effects of the co-branding partnership between Modena and Marvel. The findings revealed several positive impacts of the co-branding partnership, including enhanced brand recognition, improved brand image and perception, value additions, expansion of the customer base, market diversification, and shifts in customer perceptions. The collaboration significantly amplified Modena's brand awareness and product preferences among the younger target market segment. Expanding the target market to the younger segment proved highly successful for the Modena-Marvel co-branding partnership. These findings imply greater visibility and exposure for the Modena brand, contributing to increased brand loyalty and customer trust. There is also potential for higher customer perceived value, allowing for premium pricing of co-branded products. Moreover, market diversification reduces reliance on specific customer segments. Based on the study, it is recommended to optimize the co-branding efforts, strengthen distribution strategies, and foster omni-channel presence to reach wider consumer touchpoints and increase market penetration. However, it is essential for Modena to remain attentive to rapidly changing and unpredictable consumer behavior and the business environment. Ongoing management and future research should focus on addressing these challenges and adapting strategies accordingly.