PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE BRAND AWARENESS OF RISK MANAGEMENT APPLICATION (CASE STUDY OF SHIELD)

• Main Author: Pangestu, Andre
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79138
• Institution: Institut Teknologi Bandung

SHIELD is a risk management application developed specifically for the purpose of supporting risk management processes in enterprises. As a new entrant in the industry, AEGIS is having difficulty in engaging with potential clients due to low brand awareness mainly caused by the absence of digital presence and limited testimonial. These reasons cause the application to be challenging to find on the internet and unconvincing in the eye of potential clients in this time of which the demand of risk management application is high. Due to these factors, it is essential for the brand to establish a strong digital platform to ultimately attract the engagement of potential clients. The framework used in this research is based on Michael Belch’s Integrated Marketing Communication Framework that started by analyzing the situation of the brand’s marketing awareness through internal and external analysis through the process of interview with Risk Management Professionals in the industry and secondary data. The result of the interview is then used to summarize using the SWOT analysis and TOWS analysis for strategy option formulation. Finally, the result of the analysis is then used to construct strategies specific to the six-marketing channels, which are Direct marketing, Personal Selling, Digital Marketing, Public Relations, Advertising, and Sales Promotion. The result of the analysis shows that the lack of dedicated website and trial functions being the main factor of the issue. The other contributing factor being the lack of track record of SHIELD performance in the market which is unconvincing to the potential clients. This writing proposes two types of plans that the company could implement to improve the chance of engaging with potential markets through scheduled that involves the development of SHIELD exclusive website, and adaptive plan that involves participating in real-live events. Through the case of SHIELD startups aiming to enter the market of risk management or other types of business portal could consider the issue faced by SHIELD and have better preparation before entering the market looking at brand awareness perception.