THE BRAND DEVELOPMENT of NAGIWA by IMPROVING BRAND AWARENESS and MARKETING ACTIVITY LAROVA

• Main Author: RIZKI NURHASANAH (NIM : 29111072) Pembimbing : Dr Intan Rizky Mutiaz, M,Sn, FITRI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18516
• Institution: Institut Teknologi Bandung

Population Indonesia reached more than 230 souls with the majority 85 % of them are Muslim. It becomes a reason to Nagiwa doing business in Muslim fashion. Nagiwa has been in Muslim fashion business since 15 years ago. But compared to competitors, Nagiwa market share and brand awareness is very low. Market share has been dominated by 2 competitors, they are Zoya and Rabani. <br /> <br /> <br /> <br /> <br /> This Research is done in Nagiwa to determine the cause of low brand awareness and market share. External and internal analysis company performed with the purpose of obtaining the root problem of low awareness and brand market share. In addition researcher spread of questioner and an interview conducted to obtain the strategy business solutions based on customer behavior that will be a target market. <br /> <br /> <br /> <br /> <br /> The result of external and internal analysis is brand equity Nagiwa and effectiveness of marketing activity that was performed. Brand equity Nagiwa is very low so it causes a lack of uniqueness of the product, so no embedded in the minds of consumers. Meanwhile Nagiwa still used traditional marketing activity cause the low sales. <br /> <br /> <br /> <br /> <br /> A business solution that is applied is to make brand extension that has niche target market. The Brand is Larova with a target market is teenagers. Meanwhile for marketing activity, compiled accordance with teenagers&#8223; behavior is by brand endorsement, in collaboration with community, social media marketing, and in collaboration with the web store. <br /> <br /> <br /> <br /> <br /> The execution of business strategies divided into 2 variables that are brand and marketing activity, where every variable had various activities. That activity arranged and will be done within 1 year period. Besides that Larova will attend Muslim wear event to raise awareness and boost sales. The strategy expected can be in implanted and helps the company to raise awareness brand and market share.