Perpustakaan Digital ITB

Fashion is one of industries which develops rapidly in the world. In Indonesia, fashion becomes the second largest contributor of Gross Domestic Product (GDP) in creative economy sector following culinary subsector. Besides, fashion industry also becomes the biggest export contributor in the creative economy sector with the percentage of 56%, followed by craft art 37%, culinary 6%, and others 1%. Lucky Sunny Day brand is facing problems since the its inception. The sales performance is far from expectation because the potential market has not reached yet. According to the fact, Lucky Sunny Day creates a research concerning the strategy of marketing communication that will be implemented in the brand. Lucky Sunny Day divides the problem solving into 3 (three) stages. First, analyzing business condition of internal sector. The methodologies used in this internal analysis are segmenting, targeting, positioning (STP) and marketing mix 4P methods. Second, analyzing business condition of external sector. In this stage, the methodologies used are Porter’s 5 Force and PEST analysis. These methods are used to identify the external factors of the company which influence the business. Third, identifying main problems and solving main problems faced by Lucky Sunny Day. The methodology used in this stage is Root Cause Analysis. The strategy of marketing communication and benchmarking are used to solve the main problems of Lucky Sunny Day. This research also produces several plans as its solutions for Lucky Sunny Day namely endorsement, brand collaboration, social media advertising, tradeshow events joining, and community building.