PROPOSED MARKETING COMMUNICATION STRATEGY USING INTEGRATED MARKETING COMMUNICATION FOR BOOSTING SALES OF ENESIA

• Main Author: DEWI YUNISSA (NIM 29316073), ANGGITA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25598
• Institution: Institut Teknologi Bandung

Fashion industry in Indonesia grows swiftly indicated by wide spread of players filling in as many opportunities gap as possible. Enesia, one of the players in this industry is offering female formal attire that targets urban city focusing to Jakarta who belong to age ranging from 18 to 24 years’ old as its main target segment. The revenue of company was going well for its first year of business however as the competition becomes tighter the revenue starts to fall that triggered Enesia to apply marketing communication for boosting sales. <br /> <br /> The marketing communication efforts implemented by Enesia were doing endorsement with fashion influencer, Instagram paid promote, and taking part on pop-up store bazaar. These efforts were done only based on what the owner thought worth to increase the sales. However, it did not turn as what Enesia expected. Doing online business through Instagram making profile views of the business account becomes crucial. Nevertheless, looking at insights taken from its business profile, the profile view did not increase as much which indicating budget allocated earlier were spent in effectively. <br /> <br /> In order to formulate a proper marketing communication, a research is conducted through survey using questionnaire and qualitative research by using in-depth interview to design marketing communication strategy and collect information from customer and the owner. Micro environment and macro environment in the context of marketing communication is analyzed. In analyzing macro environment, PRESTCOM analysis is used in order to form SWOT analysis. The result shows that though many of customers aware about the product category but they most of customers do not recognize a brand called Enesia. Customers’ flexibility towards formal attire brand is an opportunity for Enesia to create awareness and persuade them to brand purchase intention level. Personal channel approach is preferred whether by recommendation through friends or relatives for its high level of trustworthiness. Moreover, online media is claimed to be more effective compared to offline media which rarely used by customer. The insights gathered will be analyzed through Integrated Marketing Communication (IMC) in creating strategy. <br /> <br /> All in all, after conducting research it is found that Enesia needs to focus spending on advertising, publicity, and sales promotion for building brand awareness and focus to personal selling, event, sales promotion, and advertisement to achieve brand purchase intention. These marketing communication will be implemented on the next product launch of Enesia to boost its sales while taking an advantage of Idul Fitri on June where sales of Enesia usually improved.