PROPOSED MARKETING MIX FOR SRL FASHION BRAND

• Main Author: Resky Lestari / 29116113, Sri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31061
• Institution: Institut Teknologi Bandung

Consumer confidence online shopping increases. Meanwhile, millennial generation (18-35 years old), especially from the middle class, became the largest online shopper (Accenture, 2018). There is no doubt that the demand for clothes is never empty. Barry (2010) stated that fashion business has long-term prospects and is predicted to more increase in future. SRL is a ready to wear clothing brand, designed especially for women. SRL offer clothes SRL product is consist of blouse, dress and shirt that have size match the proportion of Asian female body. Although, fashion busines has high potential market, SRL still not achieve the sales target. <br /> <br /> Analysis of SRL’s business issue started by conducting an observation, evaluating current Segmenting, Targeting, Positioning (STP) analysis and Marketing Mix. Then, Ishikawa Fishbone Diagram was chosen to find the root cause SRL’s business issue. SRL’s not achieve the sales target volume caused by several factors which is divided into 4 major factors which are Product, Price, Place and Promotion. Questionnaire are made to find out what customer want and customer habits in online shopping. The results of the questionnaire will be used as reference in determining the new STP and the new Marketing mix. Literature studies is also used as a supporting theory to solve the business issue. <br /> <br /> The resulting solution is new marketing mix development that consist of the new strategy of 4Ps. Product development strategy focus on increase material quality and add variation of product. Price development strategy include special price offer and add payment method option. Place development strategy that is expand distibution channel to official website and Shopee Mall. Furthermore, Promotion development strategy contains social media marketing that is very important to market the product. <br /> <br /> To run marketing mix development requires a clear implementation plan. Implementation plan include action plan, timeline activities, budgeting plan and resorces plan are planned to be implemented to solve the business issue of SRL fashion Brand that is not achive target sales.