ACTION RESEARCH MARKETING ADVERTISING STRATEGY FOR SOCKS COMPANY (CASE STUDY: PT. XYZ)
ABSTRACT <br /> <br /> Textile industry is one of national priority industry, as it has significant contribution to national economy as state foreign exchange contributor, large quantity labor absorber, and as a mainstay to fulfill national textile demand. One of companies which operated...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/26250 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | ABSTRACT <br />
<br />
Textile industry is one of national priority industry, as it has significant contribution to national economy as state foreign exchange contributor, large quantity labor absorber, and as a mainstay to fulfill national textile demand. One of companies which operated as textile industry is PT. XYZ. Although the company has been operating since 2000, PT. XYZ still faces a lot of business problems. One of the biggest issue for PT. XYZ is stagnant sales. In order to resolve sales issue, PT. XYZ need proper promotion strategy for its products. <br />
<br />
<br />
In order to get clear condition of PT. XYZ, internal and external analysis need to be done. Internal analysis consists of STP(Segmenting, Targeting, and Position) analysis and Marketing Mix (product, price, promotion, and place) analysis. After internal analysis, the researcher conducts external analysis consists of Porter 5 Forces analysis, competitor analysis, and benchmark analysis. From competitor and benchmark analysis, it is found that PT. XYZ compete with two big competitors in socks field. PT. XYZ face several problems in their business, and they need to find the root cause, therefore Root Cause Analysis(RCA) need to be done. From root cause analysis, it is found that the root cause of PT. XYZ is lack of promotion. <br />
<br />
<br />
PT. XYZ need to resolve the root cause through marketing communication tools with IMC (Integrated Marketing Communication) approach. IMC consists of advertising, personal selling, public relation, sales promotion, sponsorship, and trade show. This research is an action research and the purpose is to find the most suitable advertising strategy for PT. XYZ. PT. XYZ use facebook and instagram as the advertising platform. The strategy consist of prepare advertising material, choose objective campaign, launch, test, and optimize result for three times. Optimization ads includes breaking down target market by gender, age and region. The third result or the best result will be used as the conclusion of this action research. <br />
<br />
<br />
The action research bring conclusion that female, 34-44 and 45-54 age ranges, in Jakarta, West Java and Gorontalo regions generates the best cost per result which bring better Return On Investment (ROI). The action research is used to map opportunity of PT. XYZ products to the market through facebook and instagram advertising. The conclusion of this action research can be used to promote PT. XYZ's other product with the larger advertising budget <br />
|
|---|