PROPOSED NEW MARKETING STRATEGY FOR JOURNALIER ASIA MUHAMAD ALFATH REZKIA

• Main Author: Alfath Rezkia Rachman, Muhamad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54737
• Institution: Institut Teknologi Bandung

Journalier is a bag company based on the Small Medium Enterprise (SME) which was initiated in 2017 in the Bandung region because of the high potential in the creative industry to experience a comprehensive increase including from the downstream side which can be seen from the number of fashion brands that appear in line with Bandung Institute of Technology Digital Library Research data, bag company grew with approximately more than 400 stores with a target audience of young people aged 18-35 years and mostly came from the middle class and upper middle segment. Since established in 2017, The company’s business issue is fluctuates sales performance. To overcome the issue, the company are starting to make new campaign and proposed new marketing strategy to gain more brand awareness and stickiness from the market. To define the root cause, researcher using Marketing Mix Model and Porter Five Forces analysis to find out STP of the brand in the market then a SWOT analysis to analyzed Journalier’s is competitiveness in the market. TOWS Matrix is used as an input to define internal-external solution. . With the following results of marketing analysis, the current condition in the market is very tight and the brand should tackle the competition by develop new product that offer freshness and uniqueness materials to the market such as new tote bag and backpack that is fully waterproof, durable but still in the very competitive price. Furthermore the brand should present new visual that is engaging and pleasing for the customers to support Journalier’s new product line up to compete in the market. For the conclusion, The business solution that can be obtained is to develop the right marketing plan which are product innovation with new design, and visual, producing new article and catalogue to gain more attraction from customers, optimizing promotion from social media by utilized paid ads, collaboration with KOLr and macro influencers, added distribution channels such as consignment store and marketplace, research and development of products, and participating in big events like pop up market in Jakarta & Land of Leisure market in Yogyakarta to scale up sales from hard selling.