New Marketing Approach to Enhance Brand Awareness: Case Study of an Electronic Retailer Company in Indonesia

Abstract

The object in this research is a consumer electronics retailer, one of the official resellers of Apple products in Indonesia. Currently, the company has three sales channels, one of which is through the Website. Based on observation and interviews with the business owner, it is known that the achievement through Website sales is the lowest compared to other channels. Besides data from similarweb, the company website traffic per month is only 112,000 visitors, which is lower than other competitors. The company has carried out several marketing strategies in general for all their channel, but it has not specifically on their online channels, especially for websites and O2O services. Therefore, this study aims to propose a new strategy to increase awareness for the consumer electronic retailer, especially for their websites and Online to Offline (O2O) services. This study analyzes business problems using SWOT analysis. To measure brand awareness, the 5A’s Model Analysis framework is used, then to measure brand awareness and O2O acceptance to customers, Omnichannel marketing analysis is used specifically for O2O. Data and information were obtained from various sources such as interviews with employees, questionnaires using convenience sampling, and observation. The study found that the lack of brand awareness caused the company not to optimize in using marketing channels. The customer experience in using the Website was still relatively low, the promotions carried out by competitors were more attractive, and generally, respondents still liked offline purchases. To overcome the problems faced, increase brand awareness for websites and O2O services this company owns. This research proposed solution using the RACE Framework as a marketing strategy.