Perpustakaan Digital ITB

Mon Coeur ID is an illustration business brand based in Yogyakarta, Indonesia. It sells not only illustrations but also illustrated products such as t-shirts, bags, etc. The brand is run by Anissa Amalia and established in 2018 and markets its products on social media. Even though Mon Coeur has been running for 3 years, it is still struggling with low sales. Low sales the brand is facing is caused by low brand awareness. Mon Coeur needs better strategies on its social media. This research uses external and internal analysis to know more about the current business condition of the brand. For external analysis, this research uses industry analysis (Porter 5 Forces), competitor analysis (7Ps Marketing Mix), and Customer analysis (Measuring Tools for Brand Awareness). For internal analysis, this research uses 7Ps Marketing Mix, STP, dan Vrio Analysis. After collecting analysis, this research uses SWOT analysis to determine the strengths, weaknesses, opportunities, and threats. After that TOWS Matrix is being used to form social media strategies for Mon Coeur ID. Mon Coeur has been posted on Instagram without an apparent content plan, causing its low brand awareness. Low brand awareness can be seen through its few numbers of social media followers, likes, comments, and reviews than competitors’. Mon Coeur ID’s contents also need improvement by involving social media users to know more about their preferences. Mon Coeur needs to create more interactive content so that it can get more suggestions and ideas. Instagram is not the only trending social media nowadays, Mon Coeur needs to be more responsive to trends by expanding to other social media platforms and creating trending contents.