THE IMPLEMENTATION OF EMOTIONAL BRANDING IN MARKETING MIX STRATEGIES TO INCREASE SALES OF LABUAN

• Main Author: Reksa Rajendra, Andre
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46337
• Institution: Institut Teknologi Bandung

The fashion industry is the fast-growing industry the second largest creative economy subsector in Indonesia. The fashion industry itself is divided into fast fashion and slow fashion. The fast fashion industry focuses on speed and quantity, while the slow fashion industry focuses on the quality and vision of a brand. With the large number of businesses and brands, the fashion industry has a competitive market where many brands sell the same goods at competitive prices at the same time. The fashion brand needs to develop new strategies to grab consumers' attention by create connection to their heart. Many fashion brands use emotional branding strategies to engage customer, appealing their needs, aspiration and ego. Emotional branding is defined as the engagement between brand and customer to create a deep, longterm and intimate emotional connection, which create special relationship based on emotional experience. In this highly competitive market, Labuan faces an unstable income since the beginning of the business. This issue is affected by several factors in its product, price, place, and promotion aspect. In order to help the company solving the business issue, Labuan needs to suitable business strategies to increase sales. To create the business solution, Labuan did researches analysis using the internal analysis, external analysis, and customer analysis as a validation process. Labuan use STP analysis, and Marketing Mix 4P analysis to identify the internal business issues. For the external analysis, Labuan use Porter's Five Forces, and Competitor Analysis to do benchmarking with other competitors. Labuan also did interviews to current and potential customer to gain insights, customer behavior, and customer preferences of brand and products. The result from the analysis is concluded using SWOT analysis to identify the root cause of the problems. The fundamental rootcause of Labuan business problems are lack of product's variety; product-market unfit; lack of brand and product value; product pricing; lack of distribution channels; lack of variety of promotional tools and activities. Labuan also found that other competitor uses emotional branding to boost the business performance. The proposed business solutions to solve the problems are: new organizational structure, new STP formulation, new marketing mix strategies. Labuan implemented the emotional branding to the marketing strategies; product, price, place, and promotion. The four main aspects in the emotional branding are, sensory experience, storytelling, cause-branding, and empowerment.