PROPOSED MARKETING STRATEGY TO INCREASE THE PERFORMANCE OF LOCAL BRAND SNEAKERS (CASE STUDY: NAH PROJECT)

• Main Author: Danang Prasetyo, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41407
• Institution: Institut Teknologi Bandung

In recent years, technology plays an important role in the economic development of a country. The use of internet technology is unavoidable and started to replace old systems, especially in business. The digital-based business actors are more varied from large companies until small and medium enterprises (SMEs). One of the SMEs actors that use digital business as their model are NAH Project. Their business activity (especially selling product) are carried out online through websites and social media. NAH Project’s main product is sneakers. With the business model that possessed by NAH Project and the sneakers design that up-to-date with current fashion trend, the brand started to get a traction from consumers across the nation, including from the president of Indonesia, Joko Widodo. With the spotlight given by the president, the company was affected in terms of sales and brand traction. However, the sales received are being fluctuate and not consistent. Hence, this research aimed to find out what are the causes of sales inconsistency. This research use primary data from depth interviews with the company and related business actors and focus group discussion with customers, also secondary data using company’s internal report and literature studies. General environment, industry, competitors, and customer analysis are the tools of external analysis, while resource, STP, and marketing mix analysis are the tools of internal analysis which then SWOT and root cause analysis were obtained to understand the causes. The analysis resulted that NAH Project have strength of high brand awareness because of the “Jokowi effect”, but the one of the weaknesses are rarely active on social media to promote the product. The opportunity for NAH Project is to make use of digital promotion into sales, but the threat that should be anticipated are the high intense rivalry in sneakers industry. From that aspects, it is shown that sales inconsistency caused by rely on certain products, few channel options, and lack of marketing effort. Several solution strategies that can be proposed to solve the problems are based on TOWS matrix are launch classic model sneakers to answer customers demand, adding additional value as complimentary for customers, strengthen customer relation as company’s competitive advantage, adding more online marketplace, more intense promotion on social media, more detail on categorizing product, make use of public figure endorsement. New STP and marketing mix are also added to the solution strategies. The proposed strategies has its detailed actions and timeline to make the most of its implementations by start in second semester of 2019 and will be ended in the end of first semester of 2020.