PROPOSED MARKETING STRATEGY FOR NEBULAE CYMBALS

• Main Author: Arsallia, Sheryta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41199
• Institution: Institut Teknologi Bandung

After a long history that began around 5.000 B.C., nowadays cymbal is one of the most important equipment for drummers. Nebulae, a local cymbal brand, is one of the known brands in Indonesia. It is a family owned SME, which was established in 1998. However, from 2010 the company had been suffering from a gradually decreasing sale. At the first 20 years, the company had produced only brass cymbals which targeted entry-level drummers and music studio rentals. Starting 2018, the company had been producing B20 cymbals which targeted medium to professional level drummers, which expected to support the sales increase. However, by the end of 2018, the sales record shows no significant increase. Therefore, this research focuses on Nebulae B20 cymbals as the research object. There are two major factors that cause the decline in sales even after the launch of the B20 cymbals. Firstly, the lack of marketing efforts and the pressure of short-run results. Secondly, the lack of consumers value due to negative perception and unattractive products. These major factors are caused by the unfocused competitive positioning. Therefore, the root cause of the problem is the lack of understanding of consumers and competition. In order to overcome the problem faced by Nebulae, it is necessary to improve the marketing strategy. This research utilizes strategic management process to define the best strategy, so that it can be possible to have a better understanding about the consumers and competition, reach the company competitiveness, and increase their sales and revenue. Strategic management process starts from understanding the internal and external environments, identifying the root cause, strategy formulation, strategy implementation, and evaluation. In the end, this research recommends Nebulae to do brand repositioning, so that STP needs to be reformulated. Therefore, it is also necessary to improve the marketing mix strategy, which includes product, price, place, and promotion.