FORMULATING MARKET STRATEGY FOR OCCULT BY ORIN

• Main Author: Oriana, Nindita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46361
• Institution: Institut Teknologi Bandung

Occult by Orin is an online-based fashion and décor brand that incorporates mandala patterns in their products. Occult by Orin as a brand is facing issues of insufficient sales, according to their first prototype sales. On top of having small reach on social media (Instagram). It is found that Occult had no prior marketing strategy plan, narrowing the possibilities that the issues faced may due to two factors; (1) the marketing issue, (2) product issue. To amend the insufficient sales, Occult needs to find the root cause of the problem and establish a marketing plan. The root cause problem is reviewed according to Occult’s 4P marketing mix (Place Product, Price, Promotions). After the root cause problem review it is found that Occult may need to adjust their marketing mix and establish a social media marketing strategy. Thus, this research is done by analyzing the sales, customer feedback, questionnaire, SWOT matrix and TOWS matrix to find the most appropriate marketing strategy and 4P marketing mix for Occult by Orin. By reviewing the sales of the first prototype it is found that the sales are not sufficient enough to sustain the brand, with 36 pieces being sold over 4 months’ time. To gain insight in the product improvement, Occult have been asking customers for feedbacks of their purchased items. Those suggestion is then inputted into the MFC (Morphological Forced Connections), resulting in 2 new types of tote bag product designs which are similar only differentiating on the fabric organic or synthetic fabric, black and white/neutral color outside, and colorful inside lining. Then to better gauge the match of the offered products to what the market wants a questionnaire is conducted with 11 respondents that has an interest for mandala and within the Java Island area. The majority of the respondents were females with ages that are between the range of 23 to 58. The result of the respondents opinions are that Occult needs to make the tote bag design more well thought out, with added bag closure system. The materials also needs to be changed, preferably organic canvas and leather combination. The pricing also may need to be adjusted. The overall results are not bad, but Occult’s tote bag doesn’t quite hit the mark for their potential customers. Then the SWOT matrix is analyzed to then formulate the marketing strategy with the TOWS matrix formulating SO, WO, ST, and WT strategy. The results of this research conclude that the marketing strategies that Occult will adopt are two strategies and they are; establishing a social media marketing strategy and schedule to increase sales and finding the gap market to reduce competition. And as for their 4P marketing mix, the place is online based; the product are fashion and décor mandala products focusing on aesthetics and functionality; the prices are mid-ranged; and the promotions are via social media and applying loyalty perks for customers.