PROPOSED MARKETING STRATEGY TO IMPROVE THE PERFORMANCE FOR DENIM JEANS BRAND (CASE STUDY: VOUTE)

• Main Author: Wahyudi, Deddy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38561
• Institution: Institut Teknologi Bandung

In Indonesia, the fashion industry is growing very rapidly. The fashion industry is also one of the 16 creative industries that have the full support of the Indonesian Government through the Ministry of Industry. This is evidenced by many programs made by the Indonesian Government such as standardization for related industries and capital programs for SME. Voute is one of the local denim jeans brands from Bandung. With the potential of a large fashion market, the potential number of competitors will also increase. This also of the challenges faced by Voute to compete in the Denim Jeans Industry in Indonesia. The sales data of Voute during May 2017-December 2018 are not stable, therefore they did not reach their sales target. Further analysis is needed to identify the problems faced by Voute and then determine the right strategy to overcome the problems. The conceptual framework to formulate a strategy for Voute are consists of In-Depth Interview to get a paradigm of denim users about the things that considered when purchasing denim jeans. Then, the next step is exploration the business problems both from Internal and External of Voute, which is there were several other problems faced by Voute such as dependence on vendors, not having an official website, not maximizing social media and e-commerce platforms, and brand awareness that was still lacking among young people. Then the result of Internal and External will be concluded in SWOT (Strength, Weakness, Opportunity, and Threat) analysis and will be continued to TOWS analysis for the formulation of marketing strategies more details. Therefore, based on the result of the TOWS analysis, there are several strategies that should be implemented by Voute such as develop and established brand positioning to strengthening their brand positioning, then continued with formulated the marketing mix that consists of Product, Price, Promotion, and Place, which embedded with AIDA concept (Awareness, Interest, Desire, Action). Therefore, the order of implementation of the strategy that should be implemented by Voute are Establishing Brand Positioning (Strengthening Value Proposition and Create Brand Mantra), Product Development (Release of New Denim Jeans Article for Medium Non-Selvedge Denim Jeans), Improve Sales Promotion, Improve Distribution channel, Join in Fashion Event or Exhibition, and Create their Own Production House. In addition, the Researcher makes a financial projection for the next three years to predict the future development of Voute’s business and measure their financial ability to implement the strategy proposed.