PROPOSED MARKETING STRATEGY TO STRENGHTEN ADELAIDE’S BRAND

• Main Author: Rahmad, Revina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35601
• Institution: Institut Teknologi Bandung

In Indonesia, the competitive in fashion industry is evolving and become more tight. The large number of players in the industry resulting players offer similar value and products. It would be difficult for the players in the fashion industry if they do not have amenity that differentiate it with other players. Adelaide is a form of creativity in fashion industry that offers semi-formal apparel for women established in September 2016. Along with the growth of fashion wear and technology, Adelaide has plan to expand their business activities to gain more market and boost its sales. In order to achieve the goal, Adelaide needs Marketing Strategy that can help strengthening its brand and differentiate Adelaide with other players in fashion Industry. The purpose of this research is to find the best solution for Adelaide and develop the best branding strategy that can be implemented to Adelaide’s business activity. The strategy formulation process is done by analyzing the factors that affects Adelaide’s marketing activity. The results are gained from the analysis and used to help choosing the marketing strategy. Adelaide is using Porter’s generic strategy as a framework to define strategies. The result of the analysis shows that Adelaide must perform differentiation strategy to achieve competitive advantage. For strengthening Adelaide’s brand, online surveys were given to Adelaide’s customers and the results were being analyzed to find the best strategy that can help Adelaide to strengthening its brand. Business model canvas is developed to determine the strategic implementation that is suitable for Adelaide. In conclusion, Adelaide has to innovate and create uniqueness through differentiation strategy based on product, price, place and promotion. In addition to that, strengthening Adelaide’s brand must done by product development and revitalization brand in order to survive in fashion industry and boost its sales.