ACHIEVING NEW EXSPORT BRAND EQUITY THROUGH IMPROVEMENT OF SOCIAL MEDIA MARKETING EFFORT (SMME) TO INCREASE SALES

• Main Author: Widyarini Pangestika, Roberta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76481
• Institution: Institut Teknologi Bandung

Exsport is a local brand from Indonesia which was founded in 1979 and has rebranded eight times where the last rebranding was carried out in early 2021 because Exsport experienced a significant decline in revenue. Introducing the new face of Exsport during a pandemic is not an easy thing, therefore companies must be agile in making online marketing strategies, especially through social media. The strategic planning that is built must include a thorough analysis of the external environment which includes PESTLE analysis, competitor analysis, and customer analysis. In addition to these external factors, Exsport must also pay attention to a thorough internal analysis such as Segmentation, Targeting and Positioning (STP) analysis, proposition value analysis, and analysis of Exsport's 7P marketing mix. In addition to carrying out those analyses, consumer analysis is the one that to be carried out to be able to validate customer understanding of the Exsport brand with a new branding so that the steps that must be implemented through the Exsport social media strategy business can be measured. Taking into account the results of the analyzes above, the proposed social media strategy includes maximizing the use of Exsport's social media with alternative activations and activation collaborations, increasing Exsport's brand credibility and consumer trust through good ratings on organic social media, building community through social media, and also increasing the quantity of Exsport membership programs that informed on every Exsport's social media. Indicators of success in implementing these strategies are measured through the Objective and Key Result (OKR) which include increasing brand awareness and brand engagement which will affect increased revenue. The planned social media strategy will be implemented within six months. The recommendation for further research is to analyze the results obtained from the proposed strategy so that it can explore other potential marketing strategies for Export whose results can benefit the brand in the long term.