PROPOSED INTEGRATED DIGITAL MARKETING COMMUNICATION STRATEGY TO INCREASE BRAND AWARENESS OF ALASFOTOPROPS
The transformation of consumer behaviors in the digital era leads to e-commerce thriving. Customers are able to compare dozens of brands and products within just a few clicks. Even though the e-commerce sectors have been evolving for over a decade, the competition is unbelievably increased in past y...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/74437 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The transformation of consumer behaviors in the digital era leads to e-commerce thriving. Customers are able to compare dozens of brands and products within just a few clicks. Even though the e-commerce sectors have been evolving for over a decade, the competition is unbelievably increased in past years (Lu, 2020). This competition requires the online business owner to gain customers’ attention and trust without dealing directly with them by providing attractive product images (Keller and Swaminathan, 2020). Alasfotoprops takes this opportunity to market its products, photo properties and backgrounds, online.
Alasfotoprops is an online business which engaged in producing and distributing photography products. The online business markets its products through Tokopedia, Shopee and Blibli. In 6 years, Alasfotoprops manages to be a 3-Diamonds Official Store at Tokopedia and a Star Seller at Shopee with great customers’ rating and reviews. However, its revenue in 2022 and the first quarter of 2023 hasn’t achieved the target. By utilizing the qualitative and quantitative research to gain the primary data and literature study as secondary data, the author analyzes Alasfotoprops’ issue. Qualitative data will be gained by doing an interview with Alasfotoprops’ owner and netnography by analyzing customers’ reviews at Tokopedia and Shopee. Quantitative data will be gained by distributing questionnaire to Alasfotoprops’ potential customers.
The author analyzes the collected data using internal and external analysis. Internal analysis is conducted by doing STP, marketing mix, and VRIO analysis while external analysis is conducted by doing Porter’s five forces, PESTEL, competitor and customer analysis. The author then proposed the integrated digital marketing communication strategy using SWOT analysis, TOWS matrix, and QSPM analysis to increase brand awareness of Alasfotoprops.
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