PROPOSED MARKETING STRATEGY FOR FASHION START-UP COMPANY (CASE STUDY: CHERIE WOODEN BAG)

• Main Author: Indrawati, Bunga
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38096
• Institution: Institut Teknologi Bandung

CHERIE is a brand that engaged in fashion and crafts since December 2017 from Bandung. The product offered by CHERIE is a wooden bag with a strap that can be replaced and a genuine leather bag with a unique and elegant design. Based on data for the past year, sales of CHERIE products have not experienced a significant increase which even tends to be stagnant, products sold are still very minimal. This is likely to occur due to a lack of good marketing that causes CHERIE's brand awareness to be low. The purpose of this research is to find out the most suitable proposed marketing strategy for CHERIE with marketing analysis using marketing mix formulation strategies. The aim is to overcome the problems that cause sales of CHERIE products tend to be stagnant and the results are expected to increase sales of that products. Using the SWOT methodology, this study found that the shortcomings of this brand are not have an offline store and the lack of marketing activities in the Instagram official CHERIE that caused brand awareness to be low which resulted in CHERIE's sales stagnant every month. The results of this research are the right marketing strategies to increase sales of CHERIE products every month. the solution offered is to update the marketing mix dimensions of 4P that consist place, product, promotion, price from CHERIE, especially on the dimensions of Place, product and promotion, start with distributing CHERIE products to e-commerce fashion, joining local retail brands in Bandung and Jakarta, ang then organizing marketing on Instagram using Instagram ads. The implementation that will be executed are joining a consignment shop, joining fashion e-commerce so that the awareness of the CHERIE brand will increase well, also we make additional product variants for our next collection. Implementation will be carried out from May 2019 - September 2019.