PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN UMKM AURORA BEAUTY BAR

• Main Author: Ananda, Zalikha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83493
• Institution: Institut Teknologi Bandung

Strategic management skills are needed not only by large companies, but also by small and medium enterprises. Micro, Small, and Medium Enterprises (MSMEs) is a term for small and medium enterprises used in Indonesia. Constraints in strategic marketing management occurred in one of the MSMEs in the Dago area, Bandung, namely Aurora Beauty Bar. Aurora Beauty Bar is an MSME in the field of care and beauty services that targets customer segments, namely women of all ages. Based on the results of interviews with the Aurora Beauty Bar marketing division, the marketing activities carried out by the marketing division are still not based on a structured marketing communication strategy. This is indicated by showing that Aurora Beauty Bar customers are dominated by students and unequal content publication for all services. For this reason, effective marketing communications are needed so that all services can be delivered better and Aurora Beauty Bar's revenue can be increased. The marketing communications strategy begins with identifying the company's corporate strategy, identifying existing marketing mix strategies, analyzing customers, competitors, and companies or 3C analysis, and aspects of strengths, weaknesses, threats, and opportunities from each part of the 3C analysis. Based on the results of the previous identification and analysis, a SWOT matrix and identification and improvement of the segmentation, targeting, and positioning (STP) strategy were formed, which can then be used to design a proposed marketing communication strategy. The proposed marketing communication strategy produced consists of eight strategies covering the treatment process, treatment promotion, Daily Aurorans Interaction, tips and tricks for nail and eyelash treatment, #EduTreatment for wax and facial treatment, photos of treatment results, logos and treatment descriptions on studio’s banners, and influencer promotions. Based on the research that has been conducted, an existing marketing mix strategy, an existing STP strategy and its improvements, and a proposed marketing communication strategy that can be implemented by Aurora Beauty Bar have been produced.