PROPOSED MARKETING STRATEGY TO RAISE BRAND AWARENESS FOR NEW FASHION COMPANY (A CASE STUDY OF KAMMA BRAND)

• Main Author: Ikhsan Kharisma, Mochammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41218
• Institution: Institut Teknologi Bandung

Kamma is a new brand that established in 2019, that focusing on leather products such as bag, for male and female. The leather market in Indonesia is still large and high demand. As the brand has not yet had a good conceptualization, the promotion was only from word of mouth. It is why the brand has low brand awareness that impacted to low sell performance. This research is made to find the best solution for the brand for a long term strategy to raise brand awareness which hopefully will affect to raise on sell. The research is a qualitative descriptive and will use several concept which are, STP (Segmenting, Targeting and Positioning), 4P from Marketing Mix, SWOT, and TOWS matrix, in depth interview with other brands and competitor analysis. The problem that Kamma has are low on brand awareness, which from the root cause can be seen it was the impact from low of variety of the products, low on social media activity, and price that a similar with competitor but Kamma has lower quality of products. To solve the problem, Kamma need to focuses on the aspect from the 4P that are Production, Price, Place and Promotion. The solution for the brand is to make variety of the products, optimize Instagram as selling platform, participate on fashion bazaar, etc. The business strategy can be implemented by the help of scheduled strategy and also budgeting plan for the business.