Digital Marketing Strategy for Men's Clothing Brand (Case Study: Namakagan)

• Main Author: Azka Nudya / 29116135, Haqqi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27724
• Institution: Institut Teknologi Bandung

The creative industry in Indonesia, specifically in the context of fashion industry, could be considered in a prospective condition and progressing into a more massive industry, in terms of scale and power. Moreover, This prospective industry is also boosted and supported by the technology in e-commerce and online platform, whereas many actors of businesses in the creative industry, especially in the fashion industry, could and must take advantage of the technology, with many of the prospective target market are steadily shifting towards into the behaviour of online shopping and many of the shopping activities are conducted in the social media. However, without a proper and effective digital marketing plan, brands cannot stand out and survive in the digital era, with the many amount of competitors are already settled and putting its feet in the context of digital marketing. Namakagan, as a relatively new fashion brand in the creative industry, would like to take the opportunity in the online business by creating clothing and accessory lines for men. The primary objectives of this research is to generate sales by determining the root cause problems that Namakagan face, gaining informations and insights on the preferred market, and formulating and implementing the best and suitable digital marketing strategy in order to tackle and generate the digital industry. <br /> <br /> <br /> <br /> The research is using the analysis of the internal and external. The internal analysis would consists the tools of STP analysis, marketing mix analysis, and the resource-based view analysis. On the aspect of external analysis, the tools that would used are the market analysis, customer analysis, and competitor analysis. The research is using the qualitative research method by spreading questionnaires to the customers and interviews. Lastly, the research utilizes the digital marketing strategy that Namakagan had implemented and utilizes the SWOT analysis in order to know the business condition and determining the root cause of the problem by implementing the Ishikawa fishbone diagram. The discussed problem in this context are the problems of marketing and promotions. <br /> <br /> <br /> <br /> The business solution regarding the research would be using content marketing, which is the production of contents, such as videos, photos, and other contents that are aimed to communicate to the market segment and distributed by the digital marketing assets, such as social media and websites. Second solution would be implementing the social media optimalization, by maximizing the potential of the assets of social media, by utlizing it frequently and using paid services such advertising. Lastly is implementing the customer service and engagement program, which are aimed to increase the engagement between the brand and the customer, by having a responsive customer service and engagement program such as online promos and niche contents (Instagram stories and IGTV). The plan would cost Rp. 13.500.000,00 and the plan duration would be one year. <br />