PROMOTION STRATEGY FOR CATENZO

• Main Author: Rizkiana, Irfan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/44859
• Institution: Institut Teknologi Bandung

Catenzo is a brand of MACo group which is engaged in footwear and clothing products. This company is located in Cibaduyut, Bandung. Men's shoe products are products that generate a lot of revenue for this company. However, the sales of men's shoes have declined in recent years. To overcome these problems, in this research qualitative and quantitative analyses are carried out to obtain comprehensive data. The qualitative analysis includes External analysis consisting of PEST, Porter Five Forces, Competitor Analysis, Consumer Analysis, while the Internal Analysis consisting of Marketing Mix, STP analysis, and Resource Analysis. The quantitative analysis in this research is multiple linear regression to determine the relationship of promotional mix activity and purchase intention. The data used in this analysis included company owner interviews, Catenzo sales data also questionnaires filled out by 207 respondents. After analyzing the external and internal factors that the root cause of decreasing Catenzo men's shoes sales is that there is a gap between the promotional mix and purchase intention activities. This research resulted in several proposed promotion strategies, namely online and offline promotion strategies.