PROPOSED NEW MARKETING MIX STRATEGY TO INCREASE SALES (A CASE OF: ARINE)

• Main Author: Rahmah, Nurchelly
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53069
• Institution: Institut Teknologi Bandung

Fashion is the second-fastest-growing industry in Indonesia, especially in Bandung which is known as “Paris Van Java”. Arine is a local fashion brand that focused on aesthetic and vintageinspired essentials. Arine sells their products on Instagram and Shopee which has 15.500 followers on Instagram in one year with an engagement rate of 2.28% and 1.700 followers in Shopee with a rating of 4.9/5. Instagram is the main social media where Arine does their marketing. But, with those followers and that rating, Arine revenue is still very low. External analysis will be carried out by using Porter Five Forces Analysis, Benchmark Analysis, and Customer Analysis by distributing questionnaires and the internal analysis by using the Current Business Process, STP Analysis, Marketing Mix Analysis, and Business Model Canvas. After that, researcher breaks down the root cause being faced by using Fishbone to be more detailed. The root cause of Arine’s business issue after conducting the fishbone diagram are lack of product variation, do not have an offline channel, and low brand awareness. To solve the main business issue of Arine, researcher has proposed a new marketing mix strategy by incorporating consumer behavior, customer path, and marketing 4.0 in it. Researcher can find the reference of Arine potential customer product, price, place, and promotion by using the consumer behavior and customer path. Lastly, to make the solution happen the new marketing mix strategy proposed earlier needs an action budget plan.