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Rinjani, Abby Nabilla Surya
Journal of Innovation, Business and Entrepreneurship
Decision Sciences, Operations Research & Management

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Integrated Marketing Communication for GRAN. Rinjani, Abby Nabilla Surya; Dellyana, Dina
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

Abstract- As a fashion based business, finding the right target market towards its variation of product is one of important thing to create the right strategy that will affected to the product sales of its company. However, GRAN. company find a situation whereas its marketing strategy run in a wrong way and its market segment are also less clear to a specific group of person, which affect to its product sales that is less maximal. The purpose of this study is to find its right target market and right marketing strategy to increase its sales by finding its right buyer persona and obtained its right marketing strategy for then create it marketing implementation using the integrated marketing communication to find the answer. The scope and limitation of this research are only for women who domicile in Bandung and Jakarta with the its specification of the buyer persona of GRAN.. By using qualitative research, this research will using a semi-structured interview using some interview protocols and questions that has been created before and using purposive sampling based on the 3 buyer persona to collect the data to 21 women in Bandung and Jakarta. After obtained the research, it will be analyze using benchmark analysis on the internal, and content analysis and pattern-matching analysis to analyze and match the interview answer from the respondents to answer the research questions of the right buyer persona, the right marketing strategy, and the implementation of the marketing strategy towards GRAN. company, and validation through its business model canvas. Keywords:  Buyer Persona; Business Model Canvas; Integrated Marketing Communication, Qualitative Research, Content Analysis
Co-Authors Dina Dellyana