PROPOSED MARKETING STRATEGY FOR HANDCRAFTED ACCESSORIES BRAND TO INCREASE BRAND VALUE (CASE STUDY: OORBELLEN)

Indonesia is one of the countries with high population and has a lot of special characteristics.Moreover, the economy in Indonesia is dominated by three subsectors, for instance, culinary, fashion, and craft. Nowadays, online business is a phenomenal issue in Indonesia.As a matter of fact, fashion a...

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Main Author: Utami - 29116008, Astirisha
Format: Theses
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/25877
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:25877
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description Indonesia is one of the countries with high population and has a lot of special characteristics.Moreover, the economy in Indonesia is dominated by three subsectors, for instance, culinary, fashion, and craft. Nowadays, online business is a phenomenal issue in Indonesia.As a matter of fact, fashion and craft have become the most two dominants subsector in Indonesia that drives entrepreneurs to innovate and do some creative process by combining those two subsectors to become one kind of business that can provide some impacts to people’s needs and lifestyle.Considering the fact that Indonesia’s Instagram users tend to follow the trend, hence it’s a very good opportunity to start a creative industry business in Indonesia. Moreover, market tend to justify the brand based on their imagery and visual content. Considering those facts, Oorbellen takes this opportunity to take part in the online business by creating and selling handcrafted accessories products.The main objectives of this research are to generate the business current condition and insight of the market, determine the root cause of the business issues which is faced by Oorbellen, and obtain the suitable strategy for Oorbellen in order to increase the brand value. <br /> <br /> This research defines internal and external factor analysis. Internal factor analysis contains of STP analysis and marketing mix, meanwhile external factor analysis contains of Porter’s Five-Forces, benchmark analysis. This research is using quantitative and qualitative research method by spread online questionnaire and interview. Later on, the research utilizes Oorbellen’s sales channel analysis and capture the business condition by SWOT analysis then know the root causes by describe the fishbone diagram. Hence, the main issues discussed in this research are place and promotion. <br /> <br /> As combining the study literature, analysis data result both internal and external, also the supported data from consumer analysis and interview, this research finds out the place and promotion development strategy to increase the brand value. The place issues consist of Oorbellen has lack in maintenance the sales channel, lack of partnership offering between brand and sales channel, and Oorbellen has not regularly researched about sales channel that potentially fit the brand value and market. Meanwhile,the root causes of promotion issue of Oorbellen are lack of engagement that can caused by infrequently using ads in Instagram platform, low maintenance content in Instagram, limited service support platform, the website is not yet available, and rarely participated in big exhibitions/events. Furthermore, Oorbellen has not well-planned sales promotion program because of there is unplanned discount scheme and there is no general guideline been made as other plan. <br /> <br /> The findings about place development strategyfor direct distribution channel are create the brand campaign, maintain Instagram content, and join the exhibitions / events. On the other hand, for indirect distribution channel development strategy Oorbellen should improve the brand performances, rearrange the product price range, and have more bargaining power for the consignment margin, yet provide more benefit. On the other hand, this research use integrated marketing communication (IMC) tool approach for the promotion development strategy that generates several promotion program or actions to be implemented, such as invest on Instagram Ads and Facebook, create content and campaign, create website, create schedule discount scheme, service platform, guidelines plan, join creative economy agency (BEKRAF), held craft workshop, endorsement and have brand ambassador, give products to peer group / circle friend, have partnership with concept store to display the product at their window store, join more big exhibition/events, and collaboration with another established brand.
format Theses
author Utami - 29116008, Astirisha
spellingShingle Utami - 29116008, Astirisha
PROPOSED MARKETING STRATEGY FOR HANDCRAFTED ACCESSORIES BRAND TO INCREASE BRAND VALUE (CASE STUDY: OORBELLEN)
author_facet Utami - 29116008, Astirisha
author_sort Utami - 29116008, Astirisha
title PROPOSED MARKETING STRATEGY FOR HANDCRAFTED ACCESSORIES BRAND TO INCREASE BRAND VALUE (CASE STUDY: OORBELLEN)
title_short PROPOSED MARKETING STRATEGY FOR HANDCRAFTED ACCESSORIES BRAND TO INCREASE BRAND VALUE (CASE STUDY: OORBELLEN)
title_full PROPOSED MARKETING STRATEGY FOR HANDCRAFTED ACCESSORIES BRAND TO INCREASE BRAND VALUE (CASE STUDY: OORBELLEN)
title_fullStr PROPOSED MARKETING STRATEGY FOR HANDCRAFTED ACCESSORIES BRAND TO INCREASE BRAND VALUE (CASE STUDY: OORBELLEN)
title_full_unstemmed PROPOSED MARKETING STRATEGY FOR HANDCRAFTED ACCESSORIES BRAND TO INCREASE BRAND VALUE (CASE STUDY: OORBELLEN)
title_sort proposed marketing strategy for handcrafted accessories brand to increase brand value (case study: oorbellen)
url https://digilib.itb.ac.id/gdl/view/25877
_version_ 1821910571232002048
spelling id-itb.:258772018-08-24T15:31:40ZPROPOSED MARKETING STRATEGY FOR HANDCRAFTED ACCESSORIES BRAND TO INCREASE BRAND VALUE (CASE STUDY: OORBELLEN) Utami - 29116008, Astirisha Indonesia Theses INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/25877 Indonesia is one of the countries with high population and has a lot of special characteristics.Moreover, the economy in Indonesia is dominated by three subsectors, for instance, culinary, fashion, and craft. Nowadays, online business is a phenomenal issue in Indonesia.As a matter of fact, fashion and craft have become the most two dominants subsector in Indonesia that drives entrepreneurs to innovate and do some creative process by combining those two subsectors to become one kind of business that can provide some impacts to people’s needs and lifestyle.Considering the fact that Indonesia’s Instagram users tend to follow the trend, hence it’s a very good opportunity to start a creative industry business in Indonesia. Moreover, market tend to justify the brand based on their imagery and visual content. Considering those facts, Oorbellen takes this opportunity to take part in the online business by creating and selling handcrafted accessories products.The main objectives of this research are to generate the business current condition and insight of the market, determine the root cause of the business issues which is faced by Oorbellen, and obtain the suitable strategy for Oorbellen in order to increase the brand value. <br /> <br /> This research defines internal and external factor analysis. Internal factor analysis contains of STP analysis and marketing mix, meanwhile external factor analysis contains of Porter’s Five-Forces, benchmark analysis. This research is using quantitative and qualitative research method by spread online questionnaire and interview. Later on, the research utilizes Oorbellen’s sales channel analysis and capture the business condition by SWOT analysis then know the root causes by describe the fishbone diagram. Hence, the main issues discussed in this research are place and promotion. <br /> <br /> As combining the study literature, analysis data result both internal and external, also the supported data from consumer analysis and interview, this research finds out the place and promotion development strategy to increase the brand value. The place issues consist of Oorbellen has lack in maintenance the sales channel, lack of partnership offering between brand and sales channel, and Oorbellen has not regularly researched about sales channel that potentially fit the brand value and market. Meanwhile,the root causes of promotion issue of Oorbellen are lack of engagement that can caused by infrequently using ads in Instagram platform, low maintenance content in Instagram, limited service support platform, the website is not yet available, and rarely participated in big exhibitions/events. Furthermore, Oorbellen has not well-planned sales promotion program because of there is unplanned discount scheme and there is no general guideline been made as other plan. <br /> <br /> The findings about place development strategyfor direct distribution channel are create the brand campaign, maintain Instagram content, and join the exhibitions / events. On the other hand, for indirect distribution channel development strategy Oorbellen should improve the brand performances, rearrange the product price range, and have more bargaining power for the consignment margin, yet provide more benefit. On the other hand, this research use integrated marketing communication (IMC) tool approach for the promotion development strategy that generates several promotion program or actions to be implemented, such as invest on Instagram Ads and Facebook, create content and campaign, create website, create schedule discount scheme, service platform, guidelines plan, join creative economy agency (BEKRAF), held craft workshop, endorsement and have brand ambassador, give products to peer group / circle friend, have partnership with concept store to display the product at their window store, join more big exhibition/events, and collaboration with another established brand. text