Proposed Marketing Strategy For Fashion Strat-Up Company (Case Study : KIMIMONO)

• Main Author: Amelia 29116514, Putri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30017
• Institution: Institut Teknologi Bandung

KIMIMONO is one of fashion brand located in Bandung known as fashion start-up company. <br /> <br /> <br /> According to Bandung Institute of Technology Digital Library Research data in 2017, more than 400 <br /> <br /> <br /> fashion brand grew in this city. KIMIMONO is a brand of start-up company specialized in women <br /> <br /> <br /> apparel, established on 2017 in Bandung. The brand’s concept is deliver modern aesthetics daily wear <br /> <br /> <br /> on their product which the combination of minimalist, simple and a little traditional touches. The sales <br /> <br /> <br /> performance would be the main concern from the start-up. Currently, the purpore of this research is to <br /> <br /> <br /> find solution to solve start-up company’s problem, furthermore to find the best strategy to be <br /> <br /> <br /> implemented in the following years. <br /> <br /> <br /> This research applies three concept such as, STP (Segmenting, Targeting and Positioning), 4P’s <br /> <br /> <br /> Marketing Mix and TOWS Matrix Analysis. To analyze the level of external competitor researcher <br /> <br /> <br /> used Porter’s 5 Forces study. The concept of STP analysis is used to help the brand explores their <br /> <br /> <br /> existed target market. To analyze external and internal situation is used to Marketing Mix and TOWS <br /> <br /> <br /> Matrix Analysis. After further analysis, the business issue faced by start-up is base sales performaces <br /> <br /> <br /> which is a result of various causes such as unspecific targeted market, low performances of <br /> <br /> <br /> production, bad in promotion and low distribution channel. <br /> <br /> <br /> Develop new marketing strategy is important to overcome start-up company’s problems. By reanalyze <br /> <br /> <br /> STP using data collections from market research and improve production and promotion <br /> <br /> <br /> performances of the start-up company could improve brand awareness, increase sales, and having <br /> <br /> <br /> stable sales performances each month. New marketing strategies develop by start-up company are <br /> <br /> <br /> adding larger product varieties, new pricing on the newest product, develop new market places, <br /> <br /> <br /> develop new packaging, utilizing paid promotion on social media specialized Ads on Instagram , and <br /> <br /> <br /> make Co-Marketing with another brand or an influencer. <br /> <br /> <br /> Business implementation, time frame and budgeting plan for production and promotion grouped into <br /> <br /> <br /> Implementation plan. The business implementation started from June 2008 until December 2018, <br /> <br /> <br /> focusing on re-designing new product, packaging, improve production activities, do some <br /> <br /> <br /> promotional activities, brand collaboration and developing new distribution channel and build newest <br /> <br /> <br /> market places, such as official website and joining retail stores.