PROPOSED NEW MARKETING STRATEGY BASED ON PRODUCT MIX FOR FASHION BRAND ( CASE : BLCKROSE)

• Main Author: Rahmi, Alifa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/42938
• Institution: Institut Teknologi Bandung

Blckrose is a local fashion brand from Bandung which focuses on korean style streetwear. streerwear is a type of clothing that tends to be casual and non-formal. From the beginning, Blckrose was established in February 2019. The total sales of Blckrose products had not yet reached the specified target. Although Blckrose has tried marketing strategies using brand ambassadors as the iconic of the brand, but still the sales figures have not reached the specified target. The research is a descriptive qualitative methode and will use several concept which are STP ( Segmenting, Targeting, and Positioning ), Marketing Mix (5P), Product Mix, and SWOT analysis. The problem that Blckrose has low of performance sale. In root cause we can see the cause. The main cause come from product and promotion. Blckrose lack of product variant and lack of consumer engagement. To solve the problem, Blckrose need to focuses on the aspect from 5P that are Product, Price, Place,Promotion, and People, based on product mix. The solution for Blckrose is to adding variant in their product, developing lini product, make a creative visual content, and make fixed schedule for promotion. The business strategy can be implemeted by the help of scheduled strategy.