Marketing Mix Strategy to Increase Sales (Action Research: Hijab Princess)

• Main Author: Fitridayani / 29115424, Roja
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30662
• Institution: Institut Teknologi Bandung

Hijab Princess is one of the company in Muslim fashion industry in Indonesia. Established in Bandung in 2012, Hijab Princess sales are focused on online channel on Instagram with 560.000 followers. Hijab Princess is known by its high quality product, original design, excellent fabric, and finest sewing detail. The competition in Muslim fashion industry is tight due to the increasing of rivalry with the competitors. Hijab Princess has three main competitors in this industry that also sells theproducts in the same channel and method as Hijab Princess. These competitors have their own unique selling points and promotion strategy that helps in leading the competition. The new players that keep entering to this industry are also becoming a threat for the company. <br /> <br /> <br /> Hijab Princess sales continued to decrease in the last two semesters, it leads the research to investigate the internal and external condition of Hijab Princess to overcome the main issue. This research was supported by literature studies, STP analysis, marketing mix analysis, Porter’s five forces analysis, competitor analysis, customer survey, and qualitative interview with Hijab Princess owner and management. <br /> <br /> <br /> Based on the analysis, there are four root cause problems which are low frequency of product launch in Instagram channel, less variety of product, lack of new designs, non-optimal utilization of channels, and high supplier bargaining power. As a business solution, proposed product improvement and innovation, place optimization and expansion, increasing promotion, product launch planning, and fabric supply planning will be implemented in the future to increase Hijab Princess sales. <br />