PROPOSED MARKETING STRATEGY FOR SUSTAINABLE HANDCRAFT FOOTWEAR (CASE STUDY: PIJAKBUMI)

• Main Author: Hutagalung (NIM: 29116402), Chrisdina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26249
• Institution: Institut Teknologi Bandung

The changing dynamics of the fashion industry have forced retailers to spend low cost yet flexibility in design, quality and speed to market, as key strategies to maintain a profitable position in the increasingly demanding market. This phenomenon is commonly referred as Fast Fashion. Based on research conducted by Ellen McArthur Foundation in 2017, fashion industry produces more destructive gas emissions compared to the shipping and aviation industry. Departing from this issue, the concept of sustainable fashion or commonly known as eco-fashion is expected to contribute positive impact and build awareness among its consumers, for the development of fashion industry and refinement of the existing environmental damage issues. Eco-friendly products considered as an opportunity to enter wide range of market and being developed in many aspects. Pijakbumi one of Indonesian brand that provides eco-friendly, conscious handcraft footwear. Their products claimed to reduce less production waste, energy and emissions, based on concept and standard of sustainability. A year after its establishment, Pijakbumi sales were showing volatility with declining tendency. Therefore further analysis is urgently needed to determine improvement strategy increase its sales and later on to ensure the sustainability of the brand in the fashion industry. This research is conducted to analyze the internal and external business condition in Pijakbumi, evaluate current Pijakbumi marketing strategy, and recommend improvement marketing strategy for Pijakbumi. The first step of this research is to conduct environmental scanning to analyze the internal and external factor that affect the company. Internal Analysis is done by using Marketing Mix, Resource-Based View and Value Chain Analysis. External Analysis is done by using several analyses such as Competitor Analysis, Customer Analysis and PESTEL Analysis. The result of all analysis will be inputs for TOWS Analysis and Proposed Strategy formulations. Based on all analysis, can be concluded that the most significant problem exist in Pijakbumi is at their promotion attribute. Therefore the proposed strategy to improve their sales performance is focusing on digital marketing. Action plan that should be done consists of Instagram Ad, Facebook Ad, Online Store and lastly endorsement. Expectantly, the proposed strategies that are going to be implemented will make Pijakbumi as a brand and product be known by people in Indonesia specifically by target market of Pijakbumi, be able to compete in the footwear industry and eventually becoming a sustainable business. Once all the strategies are implemented, it also expected that Pijakbumi will earn higher awareness and sales performance than prior periods.