PROPOSED NEW MARKETING STRATEGY FOR E.LOOK, BASED ON CONSUMER BEHAVIOR

• Main Author: Firdausi Kamal, Azkarina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53128
• Institution: Institut Teknologi Bandung

E.Look or Embellish Look is one of the brands in Indonesia that sells outfit for young adult women since 2015, which is at first focus on online selling. After running its business for 4 years, E.Look sales has decreased in 2019, facing a tighter competition. On th eother hand, while E.Look is facing a decreased on sales, the number of internet users, and also the number of products sold online in Indonesia is increasing rapidly. Fashion product also become the most popular product purchased online in 2019, which increased 54% from the previous year. This has been the focus of problems for E. Look until now, because E.LOOK has actually experienced a decrease rather than an increase. This research aims to create a better marketing strategy for E.Look by analysing the internal and exteranl aspects of E.Look. For internal analysis, the author will use the PDB Analysis (Positioning, Differentiation, Branding), and for external analysis, the author will use the Porter’s Five Forces Analysis to identify the key aspects of competitive force that impacts E.Look, Competitor Analysis to find out the advantages and disadvantages of E.Look’s among the competitors, and Consumer Analysis, especially its customer buying behavior, so then E.Look will be able to know the customers and potential customers perspectives, such as what they like and want for fashion products, their buying behavior towards online shopping, and what are the best marketing strategy to approach them. Furthermore, the analysis result will be used to analyse the strengths, weaknesses, threats, and opportunity of E.Look then defining the SWOT quadrant based on calculating the SWOT analysis in order to create a strategy. From the SWOT analysis, the author found that E.Look is already in a strong and likely position, so it is possible for E.Look to expand, increase growth and achieve maximum progress. And the best strategy adopted in this situation is to support an aggressive growth policy. So to achieve E.Look’s maximum progress, the author create a new and integrated marketing mix for E.Look, this strategy consist of 7P: creating better product value, stable price by pushing cost of production, reach more customers by choosing effective places, creating effective promotions through integrated and aggressive marketing communication, more comfortable shopping process for the customers by providing an easier shopping process, training and recruiting to have a better quality people, and having a nice online and offline physical evidence to appeal more customers. From this marketing strategy, it is expected that E.Look could compete in the market, attract more customers, and grow rapidly every year.