Optimalisasi Pemasaran Langsung SweetEscape for Business dalam Membangun Brand Awareness Masyarakat = The Optimization of SweetEscape for Business's Direct Marketing in Building Community Brand Awareness

Michie, Erika (2020) Optimalisasi Pemasaran Langsung SweetEscape for Business dalam Membangun Brand Awareness Masyarakat = The Optimization of SweetEscape for Business's Direct Marketing in Building Community Brand Awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bisnis startup saat ini tengah berkembang dengan begitu pesat di Indonesia dan membuat Indonesia menjadi negara dengan jumlah perusahaan startup terbanyak kelima di dunia. PT SweetEscape Kenangan Indonesia merupakan salah satu perusahaan startup yang berfokus pada bidang fotografi dan baru saja meluncurkan produk baru mereka yaitu SweetEscape for Business yang masih belum dikenal oleh masyarakat luas. Dalam upaya mambangun kesadaran merek masyarakat, SweetEscape perlu menemukan strategi pemasaran yang paling efektif untuk digunakan. Maraknya perkembangan startup di tanah air membuat penulis memutuskan untuk melakukan kegiatan magang di PT SweetEscape Kenangan Indonesia sebagai marketing intern pada departemen business development selama 4 bulan. Fokus pemagang adalah mengenai optimalisasi pemasaran langsung SweetEscape for Business dalam membangun brand awareness masyrakat. Topik ini menarik perhatian penulis karena di era serba digital saat ini, perusahaan harus dapat mengintegrasikan strategi pemasaran yang ada dengan perkembangan teknologi yang sedang terjadi. SweetEscape for Business telah memanfaatkan strategi pemasaran langsung sebagai strategi komunikasi promosi yang dilakukan. Pendekatan yang dilakukan juga telah sesuai dengan konsep yang ada yaitu one step approach dan two step approach. Di tengah berkembangnya teknologi digital, SweetEscape for Business juga dapat memaksimalkan Computer Mediated Communication dalam pengaplikasian aktivitas pemasaran yang dilakukan. / The startup business is currently developing so rapidly in Indonesia and making Indonesia as the fifth highest number of startup companies in the world. PT SweetEscape Kenangan Indonesia is a startup company that focuses on the field of photography and has just launched their new product, SweetEscape for Business which in still rarely known to the wider community. In an effort to build community brand awareness, SweetEscape needs to find the most effective marketing communication strategies to use. The rise of startup company development in Indonesia made the writer decide to do an internship at PT SweetEscape Kenangan Indonesia as marketing intern at the business development department for 4 months. The writer’s focus is on optimizing SweetEscape for Business’s direct marketing ini building community brand awareness.This topic attracts the attention of writer because in today’s digital era, companies must be able to integrate existing marketing strategies with technological developments that are happening. SweetEscape for Business has utilized the direct marketing strategy as the marketing communication strategy. The approach taken is also in accordance with the existing concept of one step approach and two step approach. In the midst of the development of digital technology, SweetEscape for Business can also maximize the function of computer mediated communication in the application of marketing activities undertaken.

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