PROPOSED MARKETING STRATEGY FOR NAH PROJECT

• Main Author: Dhanu Sambodo, Priyo
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53204
• Institution: Institut Teknologi Bandung

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.