PROPOSED MARKETING STRATEGY FOR KAINLOKAL FINAL PROJECT

• Main Author: INDRASWARI - Nim: 29115669, RIZKY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30617
• Institution: Institut Teknologi Bandung

<p align="justify">Indonesia creative economy industry grows significantly every year. According to the survey that was conducted by Creative Economic Board (BEKRAF) and Central Bureau of Statistic (BPS) in 2017, fashion is the sector with most contribution to Indonesia creative economy industry, followed by craft. Fashion and craft industry are promising sectors, which growth has become a positive incentive for the entrepreneurs to start related business. One of Indonesian high value craft products is batik fabric, which has been a manifestation of styles, patterns, and colors that reflect Indonesian culture. Batik has been desired for centuries not only in Indonesia but also in many countries. This encourages business practitioners to create more batik-based products, including fashion products. <br /> <br /> Kainlokal is a fashion brand that was established in the beginning of 2016 in Bandung, Indonesia. Kainlokal produces ready to wear apparels and accessories that are made from batik. Kainlokal creates designs that are suitable for daily wear, effortless, modern and chic look, which make people feel confident and comfortable in wearing batik. Kainlokal has been selling its products through online platforms such as Instagram and Qlapa.com, but the online selling performance is still low and there has not been significant income from online selling that can be generated to develop the business. Kainlokal needs to improve some strategies, including marketing strategy in order to increase its sales performance.<br /> <br /> In order to understand Kainlokal’s current business conditions, some tools were used to explore more about the business issues and the root causes, such as Porter’s Five Forces, Competitor Analysis, STP, and Marketing Mix. The analyses resulted to some factors that caused Kainlokal’s low sales performance as business issue that was faced by Kainlokal. Those factors are high rivalry in the batik fashion industry, slow production of apparel products, and low brand awareness from the target market. After deeper analysis of current business conditions, some root causes were identified. The root causes were no marketing strategy, lack of human resources, and limited capital.<br /> <br /> After the comprehensive analyses of current business issues, there are two important strategies of marketing mix that need to be improved in this short term period of time, the marketing mix components are product and promotion. New conceptual products will be designed to create one apparel collection in the near future. Promotion will be managed by creating content planning for social media, and promote the products through Instagram and Facebook ads to improve online presence. Not only improving the company in the competition, these two strategies will also provide positive impact to two other business issues, which are slow production and low brand awareness. <p align="justify"><br />