Articles

Marketing Strategy for Indonesian Law Firms to Attract Multinational and Foreign Clients (USLS Law Firm)

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The objective of this research is to develop an effective marketing strategy for USLS Law Firm, a local Indonesian law firm, aiming to penetrate multinational and foreign markets. As the legal industry in Indonesia becomes increasingly competitive, with numerous local law firms establishing international affiliations, USLS Law Firm faces the challenge of enhancing its global presence. This study adopts a comprehensive research methodology, including VRIO, STP Model, Marketing Mix, Business Model Canvas, Competitor Analysis, Customer Analysis, PESTEL, and Porter 5 Forces, and in-depth interviews with USLS Law Firm’s clients and multinational companies. The research proposes several marketing strategies recommendations for USLS Law Firm. These include forming strategic partnerships with reputable international law firms, enhancing training and development programs for junior lawyers, adopting advanced technologies, targeting specific international markets, revising pricing strategies, improving office infrastructure, and strengthening marketing channels through Integrated Marketing Communication (IMC). Additionally, the importance of cultural sensitivity training is emphasized to improve client relationships and service delivery. By implementing these strategies, USLS Law Firm can achieve sustainable growth and maintain its reputation for delivering high-quality legal services, not only for local market, but also multinational and foreign markets.

Enhancing Public Relations (PR) as the Focus of Integrated Marketing Communication (IMC) for CRG Indonesia

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This study investigates methods to improve Public Relations (PR) within Integrated Marketing Communication (IMC) for CRG Indonesia, paying attention to the key challenges encountered in media relations, event management, and community engagement/Corporate Social Responsibility (CSR). Through conducting qualitative analysis and interacting with stakeholders, the research has found that there is a requirement for content which can be tailored to specific locations, a more solid sustainability message, and enhanced digital interaction. The findings show that CRG’s current public relations strategies have to be better aligned with local sensitivities and company goals. The recommended enhancements involve establishing more robust media connections, implementing thorough event organization, and integrating corporate social responsibility initiatives to cultivate community confidence. The implementation plan utilizes digital platforms, establishes explicit CSR objectives, and adheres to a comprehensive timeline based on the AISAS (Attention, Interest, Search, Action, Share) model. This strategy ensures effective involvement and extensive understanding among all parties involved. By implementing such strategies, CRG Indonesia may enhance its prominence, convey its dedication to sustainability, and establish a robust public relations structure that aids both short-term and long-term business goals.

Proposed Marketing Strategy to Increase Product Awareness Private Box (Case Study: CGV Cinemas Indonesia)

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The entertainment sector is one of the most attractive industries for providing people’s needs for physically, psychologically, and emotionally engaging entertainment facilities. Along with the community’s desire for entertainment, many types of enterprises provide various types of entertainment in the form of products or services. In this situation, one of the most promising service enterprises in the sector of entertainment is the cinema. CGV Cinemas, as a one of leading company in this industry sin Indonesia, see this opportunity and make a move to expand their business with launched their new product, which is Private Box. As a newest product, Private Box was launched in order to satisfy consumers’ needs for privacy and exclusivity when watching films in cinemas by implementing an exclusive concept and providing an extensive variety of VVIP features and services. One year after its inception, public is still unaware of the existence of Private Box. The marketing that has been carried out by CGV Cinemas, but the result is not aligned with management expectations. Based on the results survey data and 5 why’s analysis, the author conclude that the main problem that is faced by Private Box is the lack of product awareness. In the conceptual framework, the author conducts research through internal and external analysis. Internal analysis, which comprises STP analysis, Marketing Mix (7P’s) Analysis, Resource Based Value, and VRIO analysis, is used to investigate the internal conditions of the company. External analysis includes PESTEL Analysis, Porter’s Five Forces Analysis, and Competitor Analysis. Customer Analysis, SWOT analysis, and Root Cause Analysis will enhance the company’s explanation. CGV Cinemas uses several tactics as a strategy in promoting the Private Box, but the results are still not appropriate with the management expectation. According to the analysis, its happens because there is no coherence and consistency of the CGV Cinemas strategy. In terms of the formulation, the author conclude that variables in the strategy formulation are still not well-defined. According to this situation faced by Private Box, the author proposed a new formulation of marketing strategy to increase the product awareness of Private Box with used a new formulation of Segmentation, Targeting, Positioning (STP), and Proposed Integrated Marketing Communications Strategy. In Segmentation, Targeting, and Positioning (STP) Strategy, the author proposed to make a new formulation with separated the segmentation of Private Box into three type of segmentation which is Primary, Secondary and Tertiary. This new formulation can be the main foundation for the next strategy that the author proposes in this research, namely Integrated Marketing Communication. In this strategy, several things become fundamental aspects in developing a Private Box marketing strategy, especially within the scope of directed promotion with measurable results.

Integrated Marketing Communication Strategy to Increase Brand Equity of BPJS Kesehatan

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BPJS Kesehatan, the implementing body of the JKN Programme, is confronted with the challenge of maintaining program sustainability due to a significant number of inactive participants in the PBPU segment, a situation primarily attributed to the organization’s low brand equity. The primary research objective of this study is to To develop integrated marketing communication strategy to increase BPJS Kesehatan brand equity. The methodelogy used is qualitative and quantitative research. Despite possessing commendable competitive advantages and offering the most affordable healthcare options, BPJS Kesehatan’s struggle stems from deficiencies in marketing communication. Internally, the organization recognizes its potential to build brand equity but acknowledges a gap in marketing communication effectiveness and message coherence. Externally, the PBPU segment exhibits low brand equity, notably in terms of loyalty and awareness towards the JKN program. The identified target demographic for BPJS Kesehatan within the PBPU segment includes individuals aged 18-35, residing in urban and densely populated areas, with an upper-class socioeconomic status. While these individuals generally express trust in BPJS Kesehatan, they lack awareness of the program details. To address these challenges, a recommended strategy involves implementing an Integrated Marketing Communication approach with a specific theme: “ease of health insurance, which is reliable.” Key messages emphasizing affordability, accessibility, quality, value, convenience, technology, and social impact should be conveyed. Utilizing diverse marketing channels such as television, online video, social media campaigns, mobile app optimization, and events can enhance communication effectiveness. Additionally, BPJS Kesehatan should consider developing supplementary benefits to augment services and increase participant loyalty. It is also crucial to empower employees to serve as effective communicators, enhancing their assertive communication skills to bolster the organization’s overall communication strategy.

Proposed Integrated Marketing Communications Strategy to Increase Brand Awareness and Sales of Women Apparel: Hijab Sabine

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The objective of this research is to formulate a novel marketing approach for a brand named Hijab Sabine. During the Covid-19 pandemic, the creative sub-industry, specifically the fashion sub-industry, experienced significant adverse effects. The Hijab Sabine brand is among those striving to recover and improve in the aftermath of the adverse effects of the Covid-19 pandemic. Over time, numerous new apparel businesses have emerged with product lines similar to that of Hijab Sabine. Although Hijab Sabine remains unchanged, new arrivals have shown greater progress. The primary factor responsible for this phenomenon is an inadequately developed marketing channel that has failed to adjust to the altered circumstances brought about by the COVID-19 pandemic.This study examines the issue at hand by conducting a comprehensive analysis of the brand’s sales results through the use of external and internal analyses. The external analysis includes PESTEL, Porter’s Five Forces, customer analysis, and competitor analysis, while the internal analysis involves an examination of the current STP, 4P marketing mix, VRIO, and BMC. The data for this study was obtained from in-depth interviews and observations. To summarize, the present study provides insights into the business strategy of Hijab Sabine and proposes recommendations for enhancing its marketing efforts and achieving success in the fiercely competitive market.

Proposed Marketing Strategy for Honda WR-V to Improve Brand Awareness and Customers’ Purchase Intention in Central Java and Yogyakarta

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Honda WR-V was officially launched in Indonesia in November 2022. This Small SUV car is now being promoted around Indonesia, including Central Java and Yogyakarta area. As a new released car, this car should be promoted routinely by the company who represents Honda for Central Java and Yogyakarta. However, that did not seem to be the case as the company was focused on other unit marketing campaign and only relied on uploading simple social media content as well as displaying the car in dealers’ exhibitions. The company’s marketing team needed to create a well-planned marketing strategy to further improve customers’ brand awareness towards this car and to convince them that this car is superior compared to its competitors in the same segment. Thus, it could eventually lead to increase customers’ purchase intention. This study is conducted to understand customers’ brand awareness and perceptions towards Honda WR-V in Central Java and Yogyakarta, and to understand customers’ complex buying behaviour to purchase a car. Focus group discussions were conducted with 20 respondents to gain insights from their point of views. The proposed strategy was developed from internal and external analysis which was summarized into SWOT analysis and TOWS matrix. These findings then were developed into an integrated marketing communication plan as the final proposed marketing strategy for the company to further improve brand awareness and customers’ purchase intention towards Honda WR-V.

Proposed Customer Engagement-Oriented Digital Strategy and Integrated Marketing Communication for PT. Ready-Mix X

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Many industries were negatively affected by Covid-19 Pandemic, and one of them is a non-essential sector, such as the construction industry. Because of the contraction that happens in the industry, there is a significant decline in demand and sales in the market. PT. Ready-mix X is one of the construction companies that struggled during the pandemic situation, they still could not restore the company’s brand health as before Covid-19, and their sales and demand this year are still declining and not showing any significant value. Therefore, the purpose of this study is to propose a customer engagement-oriented digital strategy and propose the appropriate integrated marketing communication for the company using the limited marketing budget and available resources from PT. Ready- mix X. In analyzing and formulating the digital strategy, this study will use Kraewing’s approach and SOSTAC planning also market research to know the customer preference. The proposed digital strategy should be helping PT. Ready-Mix X provides an improved service platform and digital marketing strategy that suits the market segment and preferences, so it could establish the company’s customer experience that later will generate customer engagement.

Marketing Strategy to Improve Brand Awareness: Case Study of a Cloud Service Provider in Indonesia

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The World Health Organization classified Covid-19 a global pandemic, its effects have rippled across every aspect of society, including the economy. Firms are shifting their objectives and concentrating on their information technology capability to deal with the unpredictability that this pandemic has brought onto the economy. Cloud and colocation will be required to support company operations with digital infrastructure. Many of the world’s largest cloud service providers are thinking about creating cloud regions within its boundaries as a result of its tremendous development potential. Cloudgear as one of local Indonesian cloud service provider wants to take this opportunity to grow their business. Cloudgear has a comprehensive service portfolio consisting of Infrastructure as a Service (IaaS), Software as a Service (SaaS), Professional as a Software (PaaS), professional services, and multi-cloud services. However, based on the initial interview with ten cloud engineers and specialists in different companies, most of them are not aware that Cloudgear is a local Indonesian cloud service provider. Therefore, the next challenge is how to improve brand awareness of Cloudgear by formulating the right marketing strategy. Because it will strengthen the brand and develop Cloudgear competitive advantage for the company’s future growth. This research is objected to analyse Cloudgear internal, external conditions, analyse the factors that influence the brand awareness, and propose the most suitable marketing strategy in building Cloudgear brand awareness. Brand awareness is affected by advertising, social media, word of mouth and publicity. In this research, advertising, social media, word of mouth and publicity are being analysed whether it has significant positive influence to cloud service providers brand awareness or not. The hypothesis are that each of these factors have positive influence to cloud service brand awareness by performing customers analysis. Questionnaire was distributed to two hundred samples. Then, the data were processed by SPSS using multiple linear regression method. Several tests were conducted consisted of validity test, reliability test, normality test, and linearity test. After the data were valid, reliable, normal, and linear, analysis continued by doing multiple linear regression. The results are there is significant effect of each advertising, social media, word of mouth and publicity to brand awareness of cloud service provider. Determination test is resulted these variables have 50.1% influence. When F Test was conducted, the result was these variables if tested simultaneously or simultaneously have an effect on cloud service brand awareness. Therefore, the proposed marketing strategy for Cloudgear is related to improvement in advertising, social media, word of mouth and publicity in order to increase their brand awareness as a local Indonesian cloud service provider.

Proposed Improved Marketing Communication Strategy, To Boost Awareness and Enhance Sales of PT Leo Indonesia

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With the tagline of “Connecting empty dining tables with empty stomachs,” LEO (disguised name) provides a food service platform where customers can reserve restaurant tables and get timely-based discounts through yield management. By getting customers to dine in during odd-eating hours, restaurants get to recoup its operating expenses. However, even with this seemingly win-win situation for all stakeholders, LEO has not been able to be as successful as they should be. This study aims to find out the cause of this low adoption rate, as well as the solution to further boost sales and overall performance of LEO Indonesia. Data collection is done through desk research, previous studies, a questionnaire to customers, an interview with the employee, and some limited internal data. Further in-depth analysis was conducted using 5 As Customer Path and Integrated Marketing Communication. This revealed that the root cause to LEO’s slowdown after their initial success, was the fact that they were focusing so much on customer retention and not enough on customer acquisition anymore. Having found the root cause, a strategy formulation was created using the ERRC Grid framework. These frameworks provided solutions for all the factors mentioned above, while focusing a lot more on LEO’s marketing strategy to increase brand awareness, adoption rate, and overall performance, since the service that LEO have been offering manages to fit the wants and needs of current and potential customers.

Proposed New Marketing Strategy for Home Improvement Retailer: Case Study of MR.DIY Indonesia

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MR.DIY is home improvement retailer from Malaysia which expanded to Indonesia in 2017. “Always Low Prices” is the company’s slogan which means always provide product at affordable prices accordance with quality. MR.DIY offered more than 18.000 items divided into 10 categories for the needs of all family member. Currently, MR.DIY already has more than 350 stores across Indonesia and will continue to grow. However, the brand awareness of MR.DIY has not meet yet the company’s target and there is gap communication between company and customer perceive about MR.DIY. It show in the questionnaire result in this research, from 179 respondents 67.6% have not choose MR.DIY as the main choice for shopping home improvement needs and only 7.8% correctly perceive MR.DIY as home improvement retailer. Therefore, this research aims to proposed new strategy to increase brand awareness and educate public about MR.DIY appropiate position. The method use in this study are qualitative and quantitative with type of descriptive research. General analysis use SWOT analysis to know about business condition. Then the brand awareness pyramid used as thematic analysis. From the results of the analysis, the authors propose an integrated marketing communication as MR.DIY strategy to increase brand awareness and educate the public the MR.DIY positioning.