PROPOSED INTEGRATED MARKETING STRATEGY FOR AROMANIA PERFUMERY

• Main Author: Eko Prasethio, Ari
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/55008
• Institution: Institut Teknologi Bandung

Aromania perfumery is a retail chain that provides perfume refills and has many branches in major Indonesian cities. A refill perfume company based in 1988, Aromania pioneered the sale of refill perfumes. The Aroma perfume business thrives by taking advantage of the opportunity and demand of low-priced quality perfumes like famous brands. Because of this, it now has 52 self-managed branches and a hundred franchised branches. Statistics show that beauty and body care categories have increased and have large sales figures, but Aromania's sales have decreased in the last 3 years. Research was conducted using a mixed method of qualitative and quantitative approaches to analyze a Refill perfume business strategy of Aromania Perfumery. Besides collecting data from paper or research, the study includes conducting surveys with customer segments, collecting data from a store, and interviewing stakeholders to examine these business issues. The study aims to explore the issue of declining sales by conducting an external analysis of PESTEL and competitor analysis, combining this with the internal analysis of the business, and as a result, making the conclusion about the business problems that occur. Alternative strategies are developed in collaboration with TOWS to produce an inclusive proposal for marketing activities. The three strategies chosen include making a loyalty program, using a branch as an online market ambassador, and then developing an omnichannel strategy that integrates offline and online channels.