PROPOSED MARKETING STRATEGY FOR FASHION ACCESSORIES START-UP COMPANY (CASE STUDY: TWINEEY DERP)

• Main Author: Nurul Fitri, Mayumi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/33031
• Institution: Institut Teknologi Bandung

Twineey Derp was established in 2016 based in Bandung. Twineey Derp is engaged in fashion and accessories for young women. The products are earrings, necklaces, wallets and bags. Twineey Derp concept delivers handmade accessories that can be used daily and improve emotionally in each design. Despite getting a good response in the market, Twineey Derp products sales are fluctuated or instable that caused low brand awareness and the sales are getting low. In marketing area, for now Twineey Derp only use Instagram and Facebook as their distribution channels. Twineey Derp does not have any offline or collaboration agreement to increase their distribution channels. The purpose of this research is to find out the problem faced by the company. The first thing to do to find out the problem in Twineey Derp is by analyze the internal and external condition. For internal condition the company using STP analysis to identify market segmentation, 4P’s Marketing Mix to help understand what the product can offer and how to plan for a successful product offering, also Strength and Weaknesses analysis to evaluate the strength and weakness that involved in business enterprise to win the market. To analyze the external condition the company using Porter 5 Force to analyzes five competitive forces that shape every industry, and helps determine an industry's weaknesses and strengths, Competitor analysis to identify the strengths and weaknesses of current potential competitors, Opportunities analysis to help to improve performance and competitive advantage in market, and Threats analysis to identify any threats from the outside environment that can adversely affect its performance or achievement the company goals. After doing research, there are several things that can be concluded to improve Twineey Derp marketing strategy and increase sales every month. The things that Twineey Derp needs to do which is consistency in adding new products every two months, adjusting product prices along with supporting promos, having collaboration with public figures and designers, joining retail stores and participating in events bazaar, and using paid promotions on social media used like Facebook and Instagram. The implementation plan consists of business implementation time frame for production and promotion. It started from June 2018 until May 2018 with focus on designing new product, promotional activities, and develop new distribution channel.