MARKETING COMMUNICATION STRATEGY TO STRENGTHEN BRAND AWARENESS: CASE OF TIKTOK SHOP IN INDONESIA

• Main Author: Khairina Azwar, Jehan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76640
• Institution: Institut Teknologi Bandung

The convergence of eCommerce and social media has transformed the buying experience, giving rise to phenomena such as social commerce. This disruptive combination, as demonstrated by platforms such as TikTok Shop, provides an engaging, efficient, and dynamic eCommerce. Despite strong competition from established platforms such as Tokopedia and Shopee, TikTok Shop has shown significant growth over the last two years, attracting a diverse range of sellers and showing the future possibilities of eCommerce. The goal of this study is to map TikTok Shop's PDB (Positioning-Differentiation-Brand) triangle in the Indonesian market, specifically the Jabodetabek region. The study focuses particularly on Millennials and Generation Z, with the goal of developing an effective marketing strategy to increase TikTok Shop's brand awareness. This strategy, developed to make TikTok Shop the top-of-mind brand for consumers, requires into consideration message, content, media, timeline, and budget aspects, while keeping in sight the competitive landscape populated by dominant players. The STP model of Kotler and the differentiation idea of Kartajaya are used in this study to design a marketing plan to boost TikTok Shop's brand recognition. Understanding the Positioning-Differentiation-Brand (PDB) Triangle and the Five A's concept can help TikTok Shop place itself among the top three brands. The study develops effective tactics to increase TikTok Shop's brand visibility by utilizing Integrated Marketing Communication and the Content Marketing Matrix. The strategy entails collecting and analyzing lots of data from surveys, past research, and company reports. The insights will help in the formulation of a strong marketing communication strategy that incorporates segmentation-targeting-positioning, values laddering, and the PDB triangle into an execution plan. The findings provide foundations for TikTok Shop's positioning and differentiation approach, which focuses on customer centricity, trustworthiness, innovation, and enjoyment, with an emphasis on content, context, and infrastructure. Recommended taglines capture the essence of TikTok Shop. The marketing communication strategy is mapped out, considering content type, media platforms, timing, and budget, aiming to bridge the awareness-appeal gap. This research lays the groundwork for TikTok Shop's brand awareness and positioning in the competitive eCommerce market.