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MARKETING STRATEGY TO CREATE BRAND AWARENESS OF CUSTOMERS AS NEW BRAND NAME IN FASHION INDUSTRY OF INDONESIA: CASE STUDY ARTE

MARKETING STRATEGY TO CREATE BRAND AWARENESS OF CUSTOMERS AS NEW BRAND NAME IN FASHION INDUSTRY OF INDONESIA: CASE STUDY ARTE

2017
Master Theses from JBPTITBPP / 2017-10-02 10:59:13
Oleh : Alfiani Sartika-29115668, S2 - MBA-ITB
Dibuat : 2017-09-29, dengan file

Keyword : Marketing Strategy
Subjek : Marketing Strategy
Kepala Subjek : Marketing Strategy

Year of 2016 will be the hardest year for fashion industry in improving their business condition.


This was caused by macroeconomics and geopolitical sphere/issues happened at that year;


terrorist attack in France, Brexit vote in United Kingdom and the volatility of Chinese Stock


Market. Consumers have become unpredictable in their purchasing behavior because their


decision could be spontaneously changed by new technologies.


Although growth condition of fashion industry gets slower 2-3 percent at the end of year 2016,


there are still hope for fashion growth to rise 2.5-3.5 percent in 2017. In fact, based on current


result analysis, fashion industry is in the world’s seven largest industry that support world


economic condition. There is still big opportunity for fashion industry players to expand their


business widely.


In Indonesia itself, the economic condition shows increase of 5.3% at the end of year 2016. It


means that there are lot of investors locally and internationally invest their money in business


sectors of Indonesia, one of them is fashion industry sector. Fashion industry plays the most


important role in Indonesia’s creative economy. It is proved from many fashion events held in


Indonesia that has scope as the largest fashion event in Southeast Asia.


ARTE is new player in fashion industry of Indonesia that currently has products which have


not yet lunched to public. As new brand name, ARTE thinks about the best way of marketing


strategy that will create brand awareness of customers to the product. The best marketing


strategy helps ARTE to find the most strategic way to reach its target market. Because


nowadays, people tend to be familiar with technologies as internet users, finding the right way


through online strategy will be the most effective way as new business marketing strategy. It


will boost brand awareness of product in customers’ mind with good and attractive marketing


content and right channels.



ii



Research methodology used to analyze internal and external situation for development of


ARTE business. It uses conceptual framework as approach to entire process of this research to


gain a solution. It starts from business issues happened in ARTE business until implementation


plan as realization. Data sources are conducted from survey, interview and literature study that


uses approach of qualitative and quantitative method. Internal analysis will be conducted using


STP (Segmenting, Targeting and Positioning) and Marketing Mix (Product, Price, Place,


Promotion). External analysis will be conducted using 5C (Company, Customer, Competitor,


Context, and Collaborator) and Five Porters. All data gained from these two analysis are helpful


to overcome the root cause of ARTE which is unplanned and unorganized marketing strategy.


Finally, as result of this research, the best marketing strategy with right content and channel is


solution for ARTE business. Marketing content strategy with focus on purpose, priority,


organizational goal, understanding audience, target audience, content type, uniqueness,


challenges, and optimizing content for search is solution for ARTE to create brand awareness


of its customers. In other hand, offline strategy (join in creative communities, discount pricing


strategy, visual print marketing and exhibition), and online strategy (Google adwords,


Facebook, Instagram, YouTube, endorsement, collaboration, mobile marketing and


marketplace) that are implemented to implementation plan and budgeting plan will be other


solution as the most effective marketing strategy for ARTE business.

Deskripsi Alternatif :

Year of 2016 will be the hardest year for fashion industry in improving their business condition.


This was caused by macroeconomics and geopolitical sphere/issues happened at that year;


terrorist attack in France, Brexit vote in United Kingdom and the volatility of Chinese Stock


Market. Consumers have become unpredictable in their purchasing behavior because their


decision could be spontaneously changed by new technologies.


Although growth condition of fashion industry gets slower 2-3 percent at the end of year 2016,


there are still hope for fashion growth to rise 2.5-3.5 percent in 2017. In fact, based on current


result analysis, fashion industry is in the world’s seven largest industry that support world


economic condition. There is still big opportunity for fashion industry players to expand their


business widely.


In Indonesia itself, the economic condition shows increase of 5.3% at the end of year 2016. It


means that there are lot of investors locally and internationally invest their money in business


sectors of Indonesia, one of them is fashion industry sector. Fashion industry plays the most


important role in Indonesia’s creative economy. It is proved from many fashion events held in


Indonesia that has scope as the largest fashion event in Southeast Asia.


ARTE is new player in fashion industry of Indonesia that currently has products which have


not yet lunched to public. As new brand name, ARTE thinks about the best way of marketing


strategy that will create brand awareness of customers to the product. The best marketing


strategy helps ARTE to find the most strategic way to reach its target market. Because


nowadays, people tend to be familiar with technologies as internet users, finding the right way


through online strategy will be the most effective way as new business marketing strategy. It


will boost brand awareness of product in customers’ mind with good and attractive marketing


content and right channels.



ii



Research methodology used to analyze internal and external situation for development of


ARTE business. It uses conceptual framework as approach to entire process of this research to


gain a solution. It starts from business issues happened in ARTE business until implementation


plan as realization. Data sources are conducted from survey, interview and literature study that


uses approach of qualitative and quantitative method. Internal analysis will be conducted using


STP (Segmenting, Targeting and Positioning) and Marketing Mix (Product, Price, Place,


Promotion). External analysis will be conducted using 5C (Company, Customer, Competitor,


Context, and Collaborator) and Five Porters. All data gained from these two analysis are helpful


to overcome the root cause of ARTE which is unplanned and unorganized marketing strategy.


Finally, as result of this research, the best marketing strategy with right content and channel is


solution for ARTE business. Marketing content strategy with focus on purpose, priority,


organizational goal, understanding audience, target audience, content type, uniqueness,


challenges, and optimizing content for search is solution for ARTE to create brand awareness


of its customers. In other hand, offline strategy (join in creative communities, discount pricing


strategy, visual print marketing and exhibition), and online strategy (Google adwords,


Facebook, Instagram, YouTube, endorsement, collaboration, mobile marketing and


marketplace) that are implemented to implementation plan and budgeting plan will be other


solution as the most effective marketing strategy for ARTE business.

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  • Aldo Fantinus Wiyana, M.Sc., MBA, Editor: Yose Ali Rahman