UNDERSTANDING RELATIONSHIP BETWEEN BRAND EXPERIENCE, BRAND IDENTITY, MARKETING MIX, AND STORE ELEMENT CASE STUDY : WATSONS AND GUARDIAN
Watsons and Guardian are health and beauty care products retail store spreading in Indonesia. In Indonesia itself the demand of health and beauty care products keep increasing each year. Both stores are having tight competition in order to win the market. In order to keep and win the market, compa...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/41092 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Watsons and Guardian are health and beauty care products retail store spreading in Indonesia. In Indonesia itself the demand
of health and beauty care products keep increasing each year. Both stores are having tight competition in order to win the
market. In order to keep and win the market, company needs to do differentiation through their store.
This aims the research to identify and find out the relationship between Brand Experience, Brand Identity, Marketing Mix,
and Store Element in order to maximize their store through Customer’s experience. The method use for this research is using
Qualitative Research with 13 people. The data will be analyze using open coding, open axial coding and selective coding
analysis. The findings that discover the relationship between brand experience, brand identity, marketing mix, and store
element through the final selective coding. The result of this research is expected to help Watsons and Guardian the best
strategy implements to win the market. |
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