PROPOSED NEW BRAND AWARENESS STRATEGY TO INCREASE SALES (CASE STUDY: SIGFRIED LEATHERCRAFT)
According to BEKRAF there are sixteen subsectors that have potential to grow in creative industries. These subsectors are software and game developer, architecture, interior design, visible communication design, product design, fashion, film animation and video, photography, craft, culinary, music,...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/41271 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | According to BEKRAF there are sixteen subsectors that have potential to grow in creative industries. These subsectors are software and game developer, architecture, interior design, visible communication design, product design, fashion, film animation and video, photography, craft, culinary, music, publishing, advertising, art performance, art, tv and radio. Sigfried leather craft is a man company fashion based totally in Bandung mounted on 2015 centered through Farhan Yulfan. Sigfried leather craft focus on producing handmade leather shoes for men such as oxford shoes, derby shoes, loafer, boat shoes, riding boots and dress boots. We offer many kinds of leather for customer needs such as full grain leather, pull up leather, crazy horse leather, nubuck leather, nappa leather, brush off leather and suede for the upper material. For sole materials we use micro tech rubber, full rubber and buffalo leather outsole. Our shoes construction use cementing, blake stitched and goodyear welted construction.
Sigfried Leather Craft as a start up enterprise faces many issues that come to be barriers in improvement of the enterprise for the long term. The difficulty is on the sales and marketing for the long term program. Sales and marketing issue is Sigfried doesn’t become top priority for customer to purchase leather shoes. The owner states that the main reason why Sigfried has low revenue is due to lack of brand awareness from its potential customer. This also supported by reasearch from Subhani and Osman (2009). They state in their journal that brand awareness is one of the significant factor that affect revenue the most.
Sigfried Leather Craft have hassle in lack of brand awareness, after doing a survey primarily based on the conceivable customer and their preference. The proposed strategy like doing paid advertisement like Instagram advertising and other strategies that can support the increase in sales and brand awareness |
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