GENERATE NEW SOCIAL MEDIA MARKETING STRATEGY FOR ONLINE SHOP

• Main Author: Roslia 29115603, Amy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25466
• Institution: Institut Teknologi Bandung

According to data from the Asosiasi Pengrajin Batik Jawa Timur in 2017, the demand <br /> <br /> for batik product can increase until 20% every year. Then, many Indonesian people <br /> <br /> have begun to realize the importance of batik as an identity of Indonesia. This situation <br /> <br /> made the fashion-preneurs or fashion designers began to process batik into daily wear <br /> <br /> clothing. Because of so many famous brands create batik product as a daily wear, it <br /> <br /> has an impact on start-up brands for selling their products in the same market class. <br /> <br /> The process of analysis starts with the internal analysis phase of the company which <br /> <br /> consists of Segmenting analysis, Targeting, Positioning, and discussion of the <br /> <br /> company's Marketing Mix. In addition to the internal analysis, also performed external <br /> <br /> analysis consisting of 5 Porter analysis, customer analysis, and competitor analysis. <br /> <br /> Competitor analysis is done by comparing Everyday Denim with a company selling <br /> <br /> batik products with online shopping base whose sales are more stable. Then the data <br /> <br /> collection for customer analysis is done quantitatively and qualitatively. <br /> <br /> The result of this thesis are social media that will be actively used is Instagram, <br /> <br /> Youtube, and Facebook. The first priority is Instagram and Youtube, Everyday will <br /> <br /> show you a simple, unique, and wearable to any occasion model. To show exclusivity <br /> <br /> brand, then made a video post to be uploaded to social media, launching special <br /> <br /> products for special moments such as Christmas and new year, Idul Fitri, and Chinese <br /> <br /> new year. This special product will be promoted as a limited edition product, and the <br /> <br /> last is post-break will contain content on how to manufacture the product, information <br /> <br /> about current batik trends, and unique quotes.