USULAN STRATEGI PEMASARAN UNTUK ASAYANI BATIK LITTLE

• Main Author: KANSYA SALEA (NIM : 29109329); Pembimbing 1: Dr. Ir. Mustika Sufiati Purwanegara, M.Sc. & Pe, TRISYA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19592
• Institution: Institut Teknologi Bandung

Although batik has been worn since ancient time by Indonesian, yet batik as popular daily costume did not become widespread until relatively recent times. Due to <br /> <br /> <br /> UNESCO’s recognition for batik as one of the world intangible heritage from Indonesia, nationwide, the batik industry is growing rapidly. Batik is no longer for formal occasion or an old-people clothes. Nowadays, batik can be worn in anytime, by anybody of any age, including children. Asayani Batik Little is a batik brand from HASAN Bandung's Batik – a small medium company that is known as instigator of Bandung's Batik, which specializes to serve the need of batik for kids. It comes in a unique motif, unlike others brand, it applies batik motif on fabric that represent the child characteristic and it is made with educational purpose within it. However over this two years, the contribution sales of this product to overal company's total sales is very low. Averagely, the sales contribution is less than 5 percent. Only on few periods, which are the exhibition periods, the product can get tens million rupiah of product sales. <br /> <br /> <br /> This study explores the sales problem of Asayani Batik Little using several analysis. The relevant external environment factors that may force batik industry and can harm the company's business is analyzed with Porter's Five Forces model. The company's resources, capabilities and core competencies is determined to identify what company can and can not do. Then the segmentation, targeting and positioning of Asayani Batik Little will be analyzed. The purchasing behavior of existing and potential customer is also explored to get insight about how customers move through sequence of <br /> <br /> <br /> steps leading to a decision to purchase a particular brand of children's clothing. Finally, the existing marketing strategy (marketing mix) of Asayani Batik Little is examined to describe the symptoms and errors within it, in order to formulate the root causes. <br /> <br /> <br /> The unwritten positioning statement, as the place to meet buyer there is strong dependence on the exhibition that is not attended continously and company’s gallery that is difficult to reach, and the lack of marketing action as well as less consistent and sustainable promotion activities are three of the root causes of Asayani Batik Little's sales discrepancy. Therefore, to overcome those root causes, the company management should formulate positioning statement in written form. Provide new distribution place, which close to customer and support the product positioning. Last but not the least, the management should develop promotion strategy which is composed of six elements: advertising, personal selling, sales promotion, direct marketing, internet marketing and public relations. Each of the solutions will be given in two type of scenario based on the <br /> <br /> <br /> budgeting estimation – the affordable and the ideal scenario.