PROPOSED MARKETING STRATEGY FOR MUSLIM FASHION BRAND SOMA

• Main Author: Amaliah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/42672
• Institution: Institut Teknologi Bandung

SOMA is a Muslim fashion brand that was established in November 2018. Initially, SOMA only sold various types of hijab, but over time, SOMA began looking to sell clothing for women. Since its establishment, SOMA has only sold products offline at a store located in Indralaya, South Sumatra. Until now, SOMA's revenue stream is relatively stable, but SOMA wants to increase the scale of its revenue and also the target market. For this reason, SOMA needs to sell online as a way to increase brand awareness and revenue. This study aims to analyze the marketing strategies that are appropriate for the Muslim fashion business, especially SOMA. This research uses literature studies as a theory reference, supported by data obtained from observations and questionnaires. The research method used in this study is classified into two, namely internally and externally. For internal factors used revenue stream analysis, Segmenting Targeting Positioning (STP) analysis, and also Marketing Mix analysis. For External factors, the analysis used is competitors and consumers analysis. STP and Marketing Mix is used to analyze every aspect of the company so that it can reach the right target market. Competitor and consumer analysis are used to determining the condition of the related industry, competitors, customer behavior and preference for choosing and shopping from a Muslim fashion brand. Then the analysis of internal and external factors is combined and summarized in a SWOT analysis to find the root cause. To provide the right solutions for these problems, researchers used the developed Marketing Mix and also the RACE strategy. The results of the analysis show that SOMA faced problems from the Marketing aspect. Therefore, researchers formulated several marketing strategies that could be used as a solution to increase revenue from SOMA. Namely, by conducting direct promotions to some of the closest pesantren, adding shops or holding pop-up shops in big cities such as Palembang, then creating websites for online sales. Furthermore, creating exciting content and then advertising on Instagram social media to build brand awareness of SOMA brand, especially in the South Sumatra region.