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

Abstract

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.