PROPOSED MARKETING STRATEGY FOR NAH PROJECT
NAH Project is a local brand that focuses on selling sneakers product. The concept of NAH Project is to become Indonesian cultist sneakers brand who dominates sneakers market through innovation and breakthrough. NAH is domiciled in Bandung. As a new player in sneakers industry, NAH has a missio...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/53054 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | NAH Project is a local brand that focuses on selling sneakers product. The concept of NAH
Project is to become Indonesian cultist sneakers brand who dominates sneakers market through
innovation and breakthrough. NAH is domiciled in Bandung.
As a new player in sneakers industry, NAH has a mission to become dominant brand in footwear
market and to realize their target; they generate their innovative idea into a sneakers product. But
as a new player, NAH still lack of brand awareness. Brand awareness is needed for development
of this brand. From the beginning, NAH rely on digital platform like social media and e-commerce
as their channel to sell product to consumer. But still, their sales are below their actual monthly
target. So, a marketing strategy is needed to increase NAH brand awareness to improve their sales
and expand the market.
To gather information regarding business environment of NAH project, internal analysis tools are
used, such as Resource Based View, Value Chain Analysis, and Business Model Canvas. Those
tools are used to define the strength and weakness of NAH Project. For the external analysis, the
tools used are Porter’s Five Forces, Competitor Analysis, and Customer Analysis. Those external
tools are used to identify Opportunities and Threats that NAH should face.
Based on the analysis result, the solution for NAH is to hire marketing specialist, participate in
sneakers event, opening offline store, and doing collaboration with influential people. Those
solution need an implementation, like open job vacancy in NAH social media account or in job
vacancy website, find strategic location to open the store, choosing a suitable and appropriate
person to become NAH ambassador, and register to participate on sneakers event. Those strategies
purpose is to Increase NAH sales and NAH brand awareness.
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