PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY THROUGH BENCHMARKING APPROACH (CASE STUDY: JAVA’S KIDS)

• Main Author: Hestiati, Yeti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42656
• Institution: Institut Teknologi Bandung

Java’s Kids is an Indonesian Fashion Brand that established in 2018. Focusing the business into children as the end-user target market is a good decision for Java’s Kids, it’s due to the high kid's population in Indonesia. The fashion business positive growth achievement make the company must face a high business competition within the industry. The company experienced stagnant sales performance when started the business in Custom T-Shirt based-apparel. Then pivot the product to become batik based-apparel in early 2019. The first batik product launched in April 2019. The sales achievement in this introduction product life-cycle stage is considered as low or below the company’s sales target. The product sold is only 31,06% while the company’s target is at least 50% product sold from the total production units. There are many factors might influence the condition. The low product awareness is the alleged reason that affecting the difficulties to get the customers. Therefore, the research regarding appropriate marketing communication is required to increase product awareness and get the customers. The current business condition analysis is required prior to strategy and implementation plan formulation. To understand the overall internal company condition including the strength and weakness, the internal business condition analysis is conducted using STP (Segmenting, Targeting and Positioning) and Marketing Mix Analysis (Product, Price, Place and Promotion). While the external business condition analysis is conducted to analyze the opportunities and threat that might affecting the company, it is conducted using PEST, Porter’s Five Forces and Competitor Analysis. Prior to formulating the promotion strategy, The Benchmarking and Customer Buying Process Analysis is conducted to get an insight for the strategy. Based on all analysis, can be concluded that Java’s Kids is lack of promotion when selling the products. The promotion channels and tools are still in limited numbers. The marketing team is running the promotion activities without planning and/or strategy. The Integrated Marketing Communication (IMC) concept used to formulate the promotion strategy. The business solution offers are consist of several factors such as target market specification, promotion objective that appropriate for the introduction stage, content message, promotion channels and media, budgeting and the promotion mix. Based on the strategy formulation, the main changes are in the incremental numbers of promotion media and tools. At the end of the research report, the proposed implementation plan is provided as a recommendation for Java’s Kids. The Proposed IMC Strategy is hoped to be able to increase product awareness, getting the customers and increase sales performance in the next production.