PROPOSED MARKETING STRATEGY FOR WEDDING DECORATION VENDOR: CASE STUDY OF PINECONE EVENT DECORATION

• Main Author: Ayu Utari Ananda Putri, Ida
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36923
• Institution: Institut Teknologi Bandung

Pinecone Event Decoration is a vendor engaged in wedding industry, specifically in wedding decoration. Established since 2016, Pinecone had already managed around 30 wedding projects and other celebration events in big cities in Indonesia. Pinecone is focusing on rustic theme decoration with fresh flower and pinewood properties as its signature. After two years engaging in the decoration industry, the projects accepted are still below expectation, averaging only one project per month. This is below the target they set which is three projects per month. Pinecone would like to increase the number of projects they accept starting in 2019, hence the needs of developing a new marketing strategy. The methodologies used in this research are in several numbers, according to the analysis of internal and external environment. Internal analysis used STP and Marketing Mix 4P. Meanwhile, external environment used Porter Five Forces, competitor analysis, and customer analysis. SWOT analysis and TOWS matrix are also used to develop the strategy. From the internal analysis, it could be concluded that the Pinecone has several strengths such as competitive price and good quality, but they also lack of brand awareness caused by lack of promotion. This resulting in the lack of number of projects they accepted. From the external analysis, the wedding decoration industry is generally a medium level industry, where the rivalry is on medium level and only a few player competing in a rustic theme focused decoration. The result of the research is developing a new marketing plan using AIDA Model. Pinecone needs to do marketing communication based on each phase of AIDA model, which is awareness, interest, desire, and action. Pinecone also using electronic media and print advertising in promoting according to integrated marketing communication concept. The implementation plan of the new strategy consists of a timeline activities, a budget plan, and a set of key performance indicator. The timeline activities consist of a more detailed set of what activities Pinecone needs to be done and the time it needs to be conducted, starting from February 2019 to July 2019. The budget plan details the total cost required by Pinecone to conduct the plan. The KPI consist of indicators assessing iii whether the series of activities has helped Pinecone to achieve their goals yet. The implementation set is hoped to help Pinecone solve the business issue and achieve their set of target