Proposed Integrated Digital Marketing Communication Strategy to Increase Brand Awareness: A Case Study of AFP
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June 14, 2023Proposed Integrated Digital Marketing Communication Strategy to Increase Brand Awareness: A Case Study of AFP
ABSTRACT : This study is aim to propose integrated marketing communication strategy by utilizing the qualitative and quantitative research to gain the primary data and literature study as secondary data. Qualitative data will be gained by doing an interview with AFP’s owner. The interview result is used to determine the business issue and internal analysis. Quantitative data will be gained by distributing questionnaire to AFP’s potential customers. The author analyzes the collected data using SWOT analysis, TOWS matrix, and QSPM analysis and proposes a 5A’s framework strategy to increase brand awareness of AFP.
KEYWORDS – Integrated Marketing Communication, SWOT analysis, TOWS matrix, QSPM analysis, 5A’s framework