DEVELOPING A PROMOTIONAL STRATEGY FOR PT. MASIMUDA TO PENETRATE THE NASCENT IMMERSIVE TECHNOLOGY MARKET IN BANDUNG

• Main Author: Ferrel Thamrin, Kean
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83836
• Institution: Institut Teknologi Bandung

In today's rapidly evolving business environment, effective marketing strategies are crucial for attracting and retaining customers, especially in nascent markets. PT. Masimuda, a Bandung-based multimedia-focused creative studio founded in 2019, aims to penetrate the emerging immersive technology market. Immersive technology, encompassing augmented reality (AR), virtual reality (VR), and other interactive installations, offers unique opportunities for businesses to engage customers in innovative ways. This study aims to develop a promotional strategy for PT. Masimuda to penetrate the Immersive Technology market, characterized by limited competitors and a small customer base. This study is significant as without a promotional strategy, PT. Masimuda may risk stagnation and missed opportunities for growth. The methodology involves a qualitative approach, utilizing semi-structured interviews with owner, target, and past customers to gather insights. The research employs Philip Kotler's marketing process framework, emphasizing the Promotion aspect of the 7P marketing mix. Key components of the research strategy include PESTEL, SWOT, and STP analysis, Value Proposition Canvas, and Promotion Mix. Findings indicate that there is substantial market potential in Bandung for immersive technology, with businesses showing interest in leveraging these technologies as a means to increase differentiation. The Promotion Mix developed through this research includes various promotional tools aimed at raising awareness, generating interest, and driving the adoption of immersive technology.