PRODUCT INNOVATION OF FLORASH

• Main Author: Rizkia, Fitri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46485
• Institution: Institut Teknologi Bandung

Indonesia have a potential to develop craft product as a lifestyle inspired by local wisdom with international taste. Craft becomes a promising business opportunities, Indonesian craft famous for handmade products, by utilizing this, the market price becomes higher. Floral arrangement is one part of craft sub sector in creative economy industry. Based on the data there are an opportunity of the floral industry and lifestyle necessity in Indonesia, Florash comes up for complete the needs. Florash is a brand that creates flower arrangements for graduation, birthday, wedding, and other special day with minimalist and natural ambience that emphasized beauties and innovation. In 2019 the sales of Florash has no significant increase and quite fluctuating. Researcher used qualitative technique to collect the data, by in-depth interviewing. Its involves intensive discussions are held one-on-one interviews with a small number of respondents to examine their perspectives specific idea, program or situation. Before running in-depth interview, researcher already make a preliminary survey to choose the potential participants. The analysis are conducted to customer behavior analysis factors. To make a product innovation that will suitable for Florash market, researcher need to define Segmenting and Positioning method. Afterward, researcher can analyze customer behavior of Florash Segmentation that already appointed before. In order to find out current business situation of Florash, researcher do internal and external analysis. For internal analysis, used STP (Segmenting, Targeting, Positioning) and Marketing Mix 4P, and for external analysis the author used Competitor Analysis. There are four factors of personal characteristic that affecting Customer behavior, mention in Kotler et al., (2016), such as cultural, social, personal, and psychological. The analysis that has been done, will made as a basis to make a product innovation. Product innovation strategy includes defining innovation goals and objectives, selecting strategic arenas, developing a strategic map, and allocating resources. Product innovation that will Florash develop are in gift and non-gift categories. In term of gift category, Florash will create new product variant with Pastel, Rustic, and Simple ambience with the existing flower arrangement types. Moreover, from non-gift category Florash create new product types, such as flower course, floral fragrances, floral wedding invitation, flower resin, and potpourri.