DEVELOPING MARKETING STRATEGY TO INCREASE BRAND LOYALTY: CASE STUDY OF GUZELMODA

• Main Author: Ali, Yusuf
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55729
• Institution: Institut Teknologi Bandung

Guzelmoda is a women's modest clothing brand established in July 2019. Ms. Farah Faizah, the owner and operator, invested and started the company entirely on her own. Guzelmoda's vision is to spread Islamic teachings through fashion. They have a variety of clothing that is not only in line with Islamic teachings about covering the female body but also has a high-quality garment and a beautiful design. Currently, she was confronted with a low number of repeat orders, a sign of poor customer loyalty. She continues to introduce business strategies aimed at increasing brand recognition, and the time has come for her to make improvements and employ business strategies aimed at increasing customer loyalty. Thus, this thesis explores Guzelmoda's current state using both internal and external perspectives, including the Ansoff Matrix, Porter's Five Forces, and SWOT Analysis. The data gathered is used to determine the company's weaknesses in order to have the best solution. Another framework is STP Analysis and Marketing Mix 4P, which are used to match Guzelmoda's target market and marketing plan with the Customer Loyalty Framework solution. The Customer Loyalty Framework is used to determine which factors influence customer loyalty and how Guzelmoda's business strategy can be improved based on those factors. Guzelmoda's best plan for the next nine months is to develop a membership package, give away store vouchers, and increase its interactive content. Each solution has several steps that must be followed in order for Guzelmoda to achieve the best outcome possible.