PROPOSED INSTAGRAM MARKETING FOR FASHION START UP (CASE STUDY: VIANA KAFTAN)

• Main Author: Puspa Dewi, Vianadia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38444
• Institution: Institut Teknologi Bandung

Viana Kaftan is a start up business in the field of women's fashion which was founded in November 2018. Viana Kaftan has a concept that brings the impression of modern and elegant, with unique designs and luxurious premium quality. Viana Kaftan introduces kaftan which is not only used for Hari Raya but is suitable for other formal activities. The company uses a digital platform that focuses on Instagram as a digital catalog and purchasing channel. Viana Kaftan has several problems such as branding, lack of human resources to run this business and the marketing penetration process. As mentioned, Viana Kaftan only sells through Instagram and maximizes Instagram's role to introduce products to potential users or Instagram users, so the objective of this research is to overcome Instagram's still low performance issues. The research method uses qualitative data analysis, which focuses on interviewing women living in Bandung and Jakarta. The first step is to identify problems with the company. This internal analysis includes STP analysis and Marketing Mix analysis which is used to understand the company's preposition in terms of understanding weaknesses and strengths. Through internal analysis and using customer interviews, the authors found that Viana Kaftan had a good product image. Through in-depth interviews with products with several respondents, the authors also found that the product has the image of a female fashion with good design, high quality and affordable prices. However, external factors were analyzed using Porter 5 Forces and Competitor Analysis. Through external analysis the author also found that Viana Kaftan is still lacking in marketing strategies, especially to penetrate the market and the process of developing new products that can produce products based on market readiness and behavior. As a result, the authors found that using Instagram as a catalog and purchasing channel must understand followers' behavior and needs along with interesting content, good product images, and try to create ads on Instagram so that in this study it is very important to choose and target the right customer persona achieved and increased sales on the Instagram page. The implementation plan consists of activity timelines, financing plans and future research directions. As a final result, for 3 months p Instagram marketing strategy action plan proposal is available to implement the formulated strategy. The author also budgeted the costs of Instagram marketing for the next 3 months which contained the total costs that Viana Kaftan needed to carry out activities. It is expected that this implementation plan can help Viana Kaftan to overcome the business problems faced.