PERANCANGAN STRATEGI PEMASARAN UNTUK MEMBANGUN KESADARAN MEREK DARI SISI SHIPPER PT LINTAS TEKNOLOGI INTERNASIONAL

• Main Author: Vicky Zakiyyah, Ika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80613
• Institution: Institut Teknologi Bandung

PT Lintas Teknologi Internasional (hereafter referred to as PT LTI) is a startup logistics company that provides on-demand multimodal vehicle ordering services and an integrated online logistics management system via an e-marketplace scheme. PT LTI serves as a facilitator in bridging the gap between transportation service providers (transporters) and their corresponding customers who are engaged in the process of shipping goods (shippers). Since its establishment until now, PT LTI has had low profits. Based on preliminary studies, interviews with PT LTI stakeholders, and direct observation of the company, it was found that customers were unaware of PT LTI. The goal of this research is to design a marketing strategy by conducting in-depth market research to identify the level of brand awareness and customer perception of the product and services. This research consists of three major stages. The first stage is to identify and evaluate the opportunities PT LTI has through distributing brand assessment tools to both internal and external PT LTI parties. The second stage is to analyze market segments and choose target markets using the cluster analysis method. Prior to transitioning to the third phase, the strategic plan for the marketing initiatives is initially assessed. Then, enter the stage to plan and implement the marketing mix as a regular for formulating marketing strategies aimed to increase brand awareness of PT LTI. The analysis of market segmentation yielded three potential segments, with the benefit seekers identified as the primary target segment using the Recency, Monetary, Frequency (RFM) method, considering factors such as business growth, competitors, innovation, and resource optimization. Stakeholders aspire for the benefit seekers to evolve into loyal purchasers. Subsequently, a strategic marketing design is formulated to establish brand recognition and brand recall for PT LTI among its clientele. The proposed marketing strategy involves online advertising on Google search engines and word-of-mouth marketing (WoM) through the implementation of User Generated Content (UGC) campaigns, establishing PT LTI's brand position as a logistics company offering a wide range of vehicle services, adding "checking points" feature in delivery, and building strategic partnerships.