PROPOSED PRODUCT POSITIOINING STRATEGY FOR MEN MUSLIM FASHION USING INTEGRATED BRAND COMMUNICATION CASE STUDY (KAUMADAM)

• Main Author: Paribhasagita, Tanjungsewu
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/42940
• Institution: Institut Teknologi Bandung

As a country who has a largest Muslim population, Indonesia has already inspired for the growth of Islamic lifestyle. in Indonesia, ‘hijrah’ which interpreted as a change to a better direction even becomes a contemporary lifestyle. Later, new and no less important the emergence of young priests or religious leaders. Using easy to digest language, wearing clothes that are far from the priest (ustadz) figure, and choosing the topic of preaching (dakwah) which is everyday close to young people, makes them the role model of the new generation of Muslim. All of that is proof that Islam can be part of the new contemporary lifestyle. This opportunity is utilized by Kaumadam, a brand that works in Muslim fashion industry from Bandung, Indonesia. But, during past one year Kaumadam have a several problems such as lack of human resources, don't have superiority advantage to compete with other brands and Kaumadam must know to deliver the strategy for customers as well and also create a target selling for next three years. Researcher using descriptive and qualitative methodologies to create new marketing strategies with several tools such as the data of revenue analysis, SWOT analysis, Porter’s Five Forces, and discuss more about external business condition of Kaumadam. Furthermore, researcher using interview by purposive sample to know where is Kaumadam’s customer segment and gain more insight from Kaumadam’s customer perspective. Most of interviewees are Kaumadam’s customer who has same interests based on four segments figure of middle class Muslim who represented by repeat purchase and customer loyalty. According to research result, there are some finding on customer perspective to strengthen strategies marketing of Kaumadam. To gain more insight, researcher using benchmarking strategy toward competitor analysis as strategies to adapt the company strategies and marketing promotion. Researcher proposed new marketing strategies that can increase positioning of Kaumadam and gain more sales in the future. Using IBC template that derived from STP analysis there are four steps of strategies who can adopted and deliver to the customers that classified into marketing communication which represent strategic brand analysis, value proposition, positioning, and brand essence. Moreover, researcher create implementation timeline and action plan to monitoring strategies to keep company stay on track with budgeting plan and implementation.