SAATO’S APPAREL GREEN MARKETING STRATEGY FOR CONSCIOUS CUSTOMER IN INDONESIA URBAN AREA

• Main Author: Dewi umiasih, Sita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46193
• Institution: Institut Teknologi Bandung

The echo of environment damage has driven ethical concept to spread rapidly among society in global. As fashion industry one of most polluted industry, the industry gets considerable attentions to be more applying ethical concept. Under this phenomenon, Green marketing is one of concept that emerge as a guideline to enter this phenomenon, how an enterprise delivers their value to the conscious customer. This is an opportunity to enter the phenomenon. How to enter conscious customer to use the crowd spread more eco-awareness as well as create greener consumer. The purpose of this study is to help Saato as a Start-up, which currently in the end of product development stage, to delivering the brand and product effectively when launching towards conscious customer in Indonesia urban area to achieve sale growth goal increase 6% each month. To gain insight for green marketing strategy Saato did researches analysis using the internal analysis, external analysis, and trend analysis through website. For Internal analysis Saato use BMC (Business Model Canvass) and STP (Segmenting Targeting Positioning) analysis. As for external analysis use customer analysis using questionnaire to identify current condition of conscious customer using probability sampling method with the responded is 96 people, 18-35 years old, living in Indonesia urban area; Competitor analysis to do benchmarking with other competitor; and trend analysis using stylus.com to see trends globally regarding eco-ethical product and customer behaviour. The result of the analysis is concluded to create new STP (Segmenting Targeting Positioning) and green marketing strategy that fit with current conscious customer; distinctives with similar competitor which using eco-concept, and in line with global trends. For customer analysis Saato found Indonesian urban people range age 18-35, the variable factor which influence Behavioral Intention is Attitude and Subjective Norm. As for the competitor Saato found, they have strong promotion Ethical fashion in product, production, empower eco-behavior and social. As for trends analysis Saato get insight for how to communicate with conscious customer, leveraging longer product life, and green packaging. The proposed for green marketing strategy is through new STP (Segmenting Targeting Positioning) formulation, new marketing mix strategies. Then implemented in short-and long term green marketing strategies; green product, green place, and green promotion