PROPOSED MARKETING STRATEGY TO REVITALIZE POS INDONESIA COURIER BRAND TO MILLENNIALS AND GEN Z

• Main Author: Moh. Nurgiri, R.
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80867
• Institution: Institut Teknologi Bandung

This thesis outlines a proposed marketing strategy to revitalize the Pos Indonesia courier brand, with a particular focus on engaging and capturing the market segments of Millennials and Gen Z. The research encompasses an extensive internal and external analysis of Pos Indonesia, examining the company's background, current market position, and the dynamic landscape of the Indonesian courier industry. The study identifies the growing influence of younger generations on ecommerce and the necessity for Pos Indonesia to adapt its business strategy accordingly. Through a mixed-method research approach, the thesis combines qualitative content and narrative analysis with quantitative statistical tools, including gap analysis and Importance Performance Analysis (IPA), to evaluate service quality and customer perceptions. The findings highlight areas where Pos Indonesia excels and where it requires improvement, particularly in terms of speed, tracking systems, and overall customer service. The thesis proposes a multifaceted marketing strategy aimed at brand revitalization. This strategy includes enhancing digital platforms, integrating with e-commerce, adopting sustainable logistics solutions, and improving marketing and brand communication efforts. The concept of brand resonance is explored as a critical factor in fostering customer loyalty and strengthening the brand's appeal to the target demographics. The research concludes with strategic recommendations for Pos Indonesia, emphasizing the importance of modernizing operations, leveraging technology, and aligning the brand with the values and expectations of Millennials and Gen Z. Future research directions are suggested, including longitudinal studies on the impact of the implemented strategies and further exploration into digital platform adoption and social media engagement