PROPOSED MARKETING STRATEGY FOR LEATHERCRAFT BUSINESS (CASE STUDY: MONZE)

• Main Author: TAUFAN ADHARSYAH - Nim: 29115666, MUHAMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29089
• Institution: Institut Teknologi Bandung

The use of leather as a raw material for the manufacture of fashion products is not new, such as bags, shoes, jackets, and others. A few years ago, along with the growth of creative industries in Indonesia, many emerging new brands produce and sell leather goods. Monze is one of the new players that produce and sell leather products. However, for the first six months, Monze still cannot achieve a satisfactory sales figures, seen from significant sales fluctuations. <br /> <br /> To be able to solve the problem, proper analysis necessary. The approach used in this research is a mix of quantitative and a qualitative method. Questionnaires was one of the tools used to collect data from target market with a quantitative approach. Correspondingly, in-depth interview methods were then used to gain a complete understanding of Monze customers. The analysis of marketing mix (4P), STP, and SWOT (SW) were used to understand Monze's internal condition. In addition, competitor analysis, SWOT (OT), and brand audit were used to illustrate the influence of external factors on Monze business continuity. <br /> <br /> The resulting solution is a new way of brand communication, as well as digital marketing plans created using the AISAS framework. Brand communication is a way to communicate the value owned by Monze to its customers using visual media. Meanwhile, AISAS framework was used to create a customer's travel channel from Attention to Share process. <br /> <br /> The final stage of the research was the creation of a phased implementation plan for all the solutions that have been made. This implementation plan consists of implementation schedule and budget plan. This implementation plan was made so that all solutions that have been made can be run properly. <br />