Articles

Marketing Communication Strategy to Increase Customer Acquisition in Digital Bank: A Case Study PT Bank Sukses Bersama, Tbk

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Digital banks have emerged as a new phenomenon in Indonesia’s financial services ecosystem. Because it uses technology and provides efficient services, the emergence of the digital bank is expected to be a game changer. In 2021, PT Bank Sukses Bersama, Tbk launched the life-centered Sukses Application, which simplifies, collaborates, and innovates financial management. Bank Sukses Bersama’s transformation from a conventional bank to a digital bank aims to increase its business growth and efficiency. However, since its launch, Bank Sukses Bersama has not attained a cost-to-revenue ratio which would be optimal in comparison to its competitors. The research objectives for this study are to evaluate Bank Sukses Bersama’s market segmentation and find opportunities to increase users by reaching more potential markets through new segmenting, targeting, and positioning, as well as to propose a marketing communication strategy for Bank Sukses Bersama in order to increase customer acquisition to maximize the income and improves Bank Sukses Bersama’s performance. This research utilized both primary and secondary sources of data The primary data was collected through questionnaires targeted for 150 respondents of bank customers in Indonesia. The purpose of the questionnaire is to obtain responses from bank customers in Indonesia regarding digital banks in Indonesia, including their perceptions of Bank Sukses Bersama. This research assessed internal and external analysis of Bank Sukses Bersama in digital banking industry. The suggested Bank Sukses Bersama marketing communication strategy proposes an approach for emphasizing the brand’s value proposition, engaging customers through storytelling and personalization, and utilizing digital platforms and collaborations to increase customer acquisition and retention. This strategy intends to position Bank Sukses Bersama as an innovative and trustworthy digital banking solution in Indonesia through integration with the target population and the bank’s fundamental values. The scope of this study is mainly focus on Bank Sukses Bersama as a digital bank. The company’s identity has been concealed for publicity and reasons related to confidentiality.

Proposed Business Strategy for New Healthcare Innovation of Electro-Capacitive Body Stimulation (ECBS) Technology

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One of the greatest healthcare challenges in Indonesia is providing an adequate environment and healthcare infrastructure that ensures that people obtain the best treatment that conforms to their expectations, preferences, and needs. Therefore, healthcare technology players have a crucial role in overcoming this challenge and creating a better solution to the system. Electro Capacitive Body Stimulation (ECBS) is a technology that utilizes electric pulses to stimulate the body’s muscles and organs to optimize waste removal and nutrient transport process. As a result, the body will be conducive to physical well-being. For the elderly, who start to experience slowing down in physical ability and degeneration of organ functions, this technology is beneficial to maintain their health condition and prevent future chronic disease. However, the market performance is not live up to the fineness of this technology, even with all its benefits and technological advancement. As a matter of fact, sales have been disappointing by the year since the product is launched to the public. A number of factors contributed to this unsatisfactory sale encompassing internal and external conditions of the company. Through the analysis of internal and external environments as well as primary and secondary data, research is conducted to identify the contributing factors to the unsatisfactory sales and potential value of the technology. Based on the analysis and findings, a SWOT analysis that defines the unsatisfactory business performance factors and potential technology value and the TOWS matrix that bases the business strategy can be described. It includes the diamond model, STP and 7PS marketing, and business model canvas as the proposed solution for the business.

Proposed Marketing Strategy to Increase Sales (Study Case: Ouromatica Fragrance)

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Nowadays, Indonesian local brands are expanding quickly and the quality of the products is able to compete with other worldrenowned brands. Most local brands have their own uniqueness and variety of choices that differentiate one from another. One of the local products that is currently on the rise is perfume. The emergence of new local brand perfumes also resulted in fierce competition for entrepreneurs to create and develop new fragrances in order to attract the market. Ouromatica Fragrance is a new unisex local brand perfume that was established in 2022 and as a newcomer, Ouromatica Fragrance is experiencing a problem in the sales performance. According to the internal data of sales performance, it shows that Ouromatica Fragrance has not reached its target sales from December 2022 to March 2023. The purpose of this research is to identify the marketing strategy that can be used by Ouromatica Fragrance in order to increase sales. In this research, the author uses the external and internal analysis. For the external analysis, it uses PESTEL analysis, Competitor analysis, and Customer analysis. As for the internal analysis, this research uses Resource-Based View (RBV) and Porter’s Value Chain. After analyzing the external and internal factors of Ouromatica Fragrance, the author uses SWOT analysis to evaluate the company and then proceeds to conduct an analysis for the business solution using STP (Segmenting, Targeting, and Position), Marketing Mix 4P and proposed a marketing program using the AIDA model to help to turn the potential customers into buyers of Ouromatica Fragrance through social media.

Proposed Marketing Strategy for Sales Increase for PT Aino Indonesia

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Tourism is one of the key drivers of the Indonesian economy, and the B2B (business-to-business) segment is a critical component of the tourism industry. A 2019 report by Indonesia Investments summarized that President Joko Widodo of Indonesia emphasized that the tourism industry should become the biggest industry in Indonesia in terms of foreign exchange earnings at the time. Indonesia with its huge number of islands (more than 17.000 islands) has so much potential ranging from beautiful beaches and countryside, flora & fauna, diving spots, wildlife, culture, culinary, historic relics as well as vibrant city life. Its inability to be able to realize its full potential and exploit it is the challenge for Indonesia to grow.

Aino Indonesia is a B2B company focusing on internet technology and creates solutions for different industries, one of which is the tourism ticketing system. Aino as an innovation technology company realizes that the world’s challenges during pandemic are getting higher, therefore always creates the latest innovation to provide the best value for clients. Currently, Aino has not achieved its annual revenue target. With the case in mind, Aino needs a marketing strategy to increase its sales revenue. The investors of the company are expecting Aino to reach its promised revenue projections as there will be a huge change of the government and political structure in future years that might be a huge obstacle.

The results of the study show Aino Indonesia require the development of the right strategy to maximize all internal and external aspects. On internal factors, Aino Indonesia has advantages ranging from customized product development, multi apps linked environment, university network, multiple offices, salespeople with personal connections, product team experiences, and payment gateway license from Bank Indoensia. While in the external factors, Aino Indonesia has a great opportunity by looking at the increase in tourism trends in Indonesia, increase of spending ability of local people, increase in ability of using technology and ticketing system, supporting legal influences from the government, and little impact to the environment due to less paper being used to create a ticketing gateway. Therefore, Aino Indonesia needs the right strategy to increase its sales.

Proposed Marketing Strategy to Increase Brand Awareness of TMO

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The car population in Indonesia is increasing every year with an average of 4.8% in the last five years. The contribution of car population is dominated by passenger cars with a contribution of 74.5% when compared to commercial cars, so that this causes the lubricant industry for cars, especially passenger cars, is still survive and still one of the promising industries when viewed from the needs of the society. PT Toyota-Astra Motor (PT TAM), is a car trading company headquartered in North Jakarta, Indonesia. PT TAM sees an opportunity for this business by making special car lubricant products for the Toyota brand, namely TMO or Toyota Motor Oil. In Indonesia, the Toyota car brand is still the market leader with a market share of 33.3%. But unfortunately, there are still few people who know the TMO brand. This is reflected through a questionnaire that has been distributed by the authors to 255 respondents, and only 30% know the TMO brand. For this reason, the author is interested in researching more about proposed marketing strategies to increase brand awareness of TMO products. To be able to find out the right strategy, the author analyses the SWOT, STP, and also the marketing mix of TMO products. Then the author compiled a questionnaire that can provide market conditions related to TMO awareness, customer behaviour when buying engine oil products, customer behaviour when changing oil products, and customer priorities. After conducting an analysis through a questionnaire distributed to 255 respondents and interviews with speakers from PT TAM, namely the marketing team, product development team, and pricing team, the author describes the SWOT analysis, describe the STP proposal, and marketing strategy based on the AIDA framework. AIDA stands for attention, interest, desire, and action. The author designed a marketing strategy based on the AIDA framework.

Proposed Augmented Reality (Instagram Filter Try-On) as Promotion Strategy to Increase Brand Awareness for Start-Up Business (Case Study on Small and Medium Enterprise Fashion Brand Boboya Wear)

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Boboya Wear is a local fashion brand that specializes in women’s fashion that offers daily wear that has unique embroidery accents on each product and has a variety of colors. The main issue of Boboya Wear is bad product sales and tend to be unstable, so that it becomes an issue for Boboya Wear. The purpose of this research is to find out solutions to solve company problems.

One of the problems faced by Boboya Wear is that the product is not relevant to what consumers want or the trend regarding the product has out of trend. Resulting in fluctuating sales and a small variety of products so that consumer choices are low and this caused by bad production timeline and inconsistent promotion strategies. To analyze more deeply the researchers used primary data by distributing questionnaires to analyze consumers and used secondary data from Boboya Wear Instagram and Shopee Insight. Researchers used Ishikawa fishbone diagrams to find out more about the problems faced by Boboya Wear.

After analyzing the internal and external situation of Boboya Wear using 4Ps marketing mix, SWOT, STP, five forces porter, competitor analysis, and customer analysis. The solution is to implement AR Instagram filter try-on as promotion strategy and develop new products and packaging, collaborate with influencers using AR try-on, create bundling promo, and educate the audience about AR try-on technology. The AR try-on technology used is Instagram filter because the installation cost is cheaper and easier.

The results of the questionnaire from total 100 respondents agreed that the implementation of AR Try-on could help them in choosing the product they wanted and create shopping experience more pleasant and fun. The business implementation plan that will be carried out is by optimizing the implementation of AR try-on, making new products and packaging and implementing AR try-on.