Proposed Marketing Strategy for Outdoor Apparel Brand (CASE STUDY: ARTRE OUTGEAR)

• Main Author: Rahmandika Soepian - 29116118, Ilham
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27978
• Institution: Institut Teknologi Bandung

Artre Outgear is a startup fashion brand based on Bandung that focused on making apparel product that can be used for outdoor activities. The difference between ArtreOutgear and other outdoor apparel brand is ArtreOutgear put special focus on the aesthetic aspect of an apparel product. <br /> <br /> Currently, ArtreOutgear main revenue is only through selling their product. They do it on both Online and Offline platform. ArtreOutgear has been running since 2015 but the sales are still far from its competitors. In the last few months, the sales of ArtreOutgear is on decline. Even with their current marketing strategy, the sales volume is still far from it. This research will propose new marketing strategy for ArtreOutgear to solve the business issue. <br /> <br /> The research uses literatures as reference, supported with data received from observation and interview. Using STP (Segmenting, Targeting, and Positioning), it is found that Artre segmentation is very broad and does not have clear positioning. Using Marketing Mix, it is found that Artre is has low product variant, rarely do product update, no clear goal of the price, only available in limited city, no physical store, website cannot do transaction, marketing activities are not well organized, no creative promotion that differs with competitor, and social media rarely updated. Using PEST Analysis, Porter’s Five Force, Competitor Analysis, and Customer Analysis to examine the external factors that impacted the company found that Artre has product that are not too different with the competitors and Artre have no extra value over competitors. Those issues than integrated to Ishikawa Fishbone Diagram to be the root cause of Artre Business Issue. <br /> <br /> To solve the business issue, there are two grand strategies: redefining new STP and Marketing Mix Development. Redefining new STP are narrowing the market segmentation & target market to millennials, and repositioning to “Modern Hiking Apparel”. Marketing Mix Development is improving current marketing mix with several programs spread amongst the 4p of marketing mix. The strategies than will be put into an action plan that consist of one-year timeline and budget plan outlined in the end of the research. <br />