PROPOSED MARKETING STRATEGY OF WEDDING DECORATION VENDOR: CASE STUDY OF ARTYS WEDDING DESIGNER PRAMA ADITYA PUTRA

• Main Author: Aditya Putra, Prama
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53464
• Institution: Institut Teknologi Bandung

ARTYS Wedding Designer is a vendor involved in the wedding business, especially in wedding decoration. Established in 2016, about 30 wedding projects and other festivities in Bandung and Jakarta have already been handled by ARTYS. ARTYS focuses on the arrangement of floral themes for its signature imported fresh flower. But with the lockdown in effect due to COVID-19 pandemic, the wedding industry has been brought down to a halt. Since the start of the lockdown in April, ARTYS has mostly stopped operation, with the assets (decoration, etc) stored in the owner’s storage and the freelance employees out of contracts. However with the assumption that wedding decoration demand will recover after COVID, ARTYS is interested in exploring ways to continue business during COVID and also come out ahead of the competition once the lockdown is lifted and wedding ceremonies become the norm again. The methodologies used in this research are in several numbers, according to the analysis of internal and external environments. Internal analysis used STP and Marketing Mix 4P. Meanwhile, Porter Five Forces, competitor analysis, and customer analysis is used for the external environment. SWOT analysis and TOWS matrix are also used to develop the strategy. From the internal analysis, it could be concluded that the ARTYS has several strengths such as great quality design that’s reflected from the shining testimonies of past clients, but they also lack brand awareness caused by lack of promotion. This resulted in the lack of number of projects they accepted. From the external analysis, the wedding decoration industry is generally a medium level industry, where the rivalry is on medium level and only a few players compete in a floral and rustic theme focused decoration. The result of the research is developing a new marketing plan using AIDA Model. ARTYS needs to do marketing communication based on each phase of the AIDA model, which is awareness, interest, desire, and action. ARTYS also uses electronic media and print advertising in promoting integrated marketing communication concepts. The implementation plan of the new strategy consists of a timeline activities, a budget plan, and a set of key performance indicators. The timeline activities consist of a more detailed set of what activities ARTYS needs to be done and the time it needs to be conducted, starting from February 2021 to July 2021. The budget outlines the overall expense of the ARTYS programme. The KPI consists of metrics to determine whether ARTYS has been able to accomplish its targets during the operations. The implementation set is intended to assist ARTYS in addressing the market problem and achieving its goals.