REDEFINING COZY KOARA'S MARKETING STRATEGY AND APPLICATION OF BUSINESS MODEL USING CUSTOMER PREFERENCE TO INCREASE SALES

• Main Author: Larizta Zuriadie, Nindi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53513
• Institution: Institut Teknologi Bandung

Cozy Koara is an online business based in Indonesia that was founded in May 2020. The products provided by Cozy Koara are currently pajamas. Cozy Koara's target market is Indonesian women (or men) who want to feel comfortable but still look beautiful and decent even if they only stay at home. Since its beginning, Koara Cozy has not had outstanding sales. The impact can be from reduced consumer purchasing power during the pandemic and the marketing process that has not been maximized. The awareness of potential consumers of this product is not big. However, most noticeable is the miss of the existing target consumer personas from those previously planned. This also affects the success of the product sales. This study describes internal and external problems with Cozy Koara. The author identifies new target markets and creates a more efficient and attractive promotional strategy for the Cozy Koara target. The framework used in the research is SWOT, RBV, BMC, Market Segmentation, and Competitive Analysis. The research was conducted qualitatively on the owners, potential customers, and customers of Cozy Koara. The research results are translated in Diamond Strategy, New Persona and BMC, and also Sales Funnel (AIDA Model) for Cozy Koara as well as new promotion ways to increase sales and implementation plans until mid-2021.