PROPOSED MARKETING STRATEGY BASED ON CUSTOMER BUYING ANALYSIS OF ‘KINU’ WOODEN WATCH

• Main Author: Astarina Desi Rahmanina, Riri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38984
• Institution: Institut Teknologi Bandung

The purpose of this study is to provide a solution to the problems faced by the WOODKA in achieving the sales targets set on their latest product, ‘Kinu’ watches. This research was conducted using a combined method between qualitative and quantitative. Qualitative data obtained from Forum Group Discussion as a form of exploration in determining the factors that influence customer and produce three main factors, namely product attributes, product quality and perceived value which are also supported by several journals. Then the questionnaire as a quantitative method to verify the results. Questionnaires were made with online survey programs whose results were also analyzed. Secondary data was collected from related topic literature, and primary data was collected from market surveys. The results of the questionnaire state that the quality of the product is the most influential factor. Then customer awareness of ‘Kinu’ watches is low and ‘Kinu’ watches has also a low perceived value. With various analyzes carried out both internally and externally, internal includes the current company STP, Marketing Mix, and Ansoff Matrix while external analysis includes analysis of the Five Porter Strengths, VALS Analysis, Competitor Analysis, and Consumer Analysis, then the right marketing strategy for ‘Kinu’ watches is product-based advertising, digital marketing, sales promotion, and redesign product. By implementing this strategy, ‘Kinu’ watches is expected to reach its sales target.