PROPOSED DIGITAL MARKETING STRATEGY FOR FASHION START-UP COMPANY (CASE STUDY: SNEAKFY)

• Main Author: Syiffa Zainul Arifin, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45749
• Institution: Institut Teknologi Bandung

The Indonesian Creative Economy possesses tremendous earnings potential and economic value. One of the sub sectors that participated in influencing the development of Indonesia's creative economy is fashion industry. The need for fashion increases from time to time where it is also influenced by the large human population in Indonesia. SNEAKFY, as one of the local fashion start-up companies in Bandung has a great desire to contribute to the development of Indonesia's creative economy, especially in the fashion industry. Through effective digital marketing activities by creating interesting content, SNEAKFY believes that brand awareness will increase resulting in high sales that increase over time. This research also uses internal analysis and external analysis. For internal analysis, researchers used STP analysis and marketing mix to determine the company's internal conditions. Whereas for external analysis, researcher use customer analysis and competitor analysis as a benchmark as well as to determine market conditions. In addition, researcher also used SWOT analysis and fishbone analysis in helping to get business solutions. Through the TOWS matrix, the researcher found a business solution consisting of content marketing, social media optimization, and product collaboration and then a implementation plan which at the same time answered the second research question about the business solution and implementation plan that SNEAKFY had to do. SNEAKFY needs to create content for social media once every 2 months. It is intended that every month, the digital marketing division can be consistent in creating content. In addition, Instagram and Facebook social media optimization also needs to be done every month in order to increase brand awareness and sales and increase the number of posts that are currently still small. For Youtube optimization, because there are no ads features on the social media, the frequency of usage can be less but still create video content once every 2 months to inform about products. Finally, for product collaboration, due to the need for extra costs and effort, companies can limit it to only once a year. The total budget needed by SNEAKFY is Rp.71,000,000.