PROPOSED MARKETING STRATEGY TO ENHANCE BRAND AWARENESS AND BUILD POSITIVE BRAND IMAGE (CASE STUDY: PALA NUSANTARA)

• Main Author: Putrimeidia Aswati, Zuhrissa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57244
• Institution: Institut Teknologi Bandung

ABSTRACT Creative industries have become driving factors for economic growth in Indonesia and also stimulated by the new economy in global demand. The fashion sub-sector is one of the largest contributors of Indonesia’s creative economy GDP. The growing industry is influenced by the shifting of modern’s society lifestyle toward fashion, the growing interest in local fashion brands, and the shifting on how customers obtain information caused by the disruption of digital era. Thus, high brand awareness and positive brand image is needed to build a long-term profitable relation between a brand and its customers especially for a highly expressive product category like fashion products. Kreasi PALA Nusantara is a design-driven company based in Bandung, who established PALA Nusantara brand, which aims to produce daily wearable fashion items with unique designs that are inspired by various cultures and stories of Indonesia with the main product of wooden watch. The increasing demand in the industry has resulted in the growing competitiveness in the market with the appearance of new businesses over the years penetrating the watch market. Furthermore, the company had not been able to reach its sales target that became the focus of its marketing strategy in 2020, which also impacted by Covid-19 pandemic, and also its marketing strategy relied mainly on the data analysis of its Instagram as its main promotion platform. Starting in 2021, the company intends to increase its efforts in building its brand equity. The research is conducted through internal and external analysis. The internal analysis includes value chain analysis, STP analysis, and marketing mix analysis, meanwhile the external analysis includes industry analysis using Porter’s Five Forces, competitor analysis, and consumer analysis. Based on the research findings, the business issue faced by PALA Nusantara is caused by several factors including marketing information, product, channel, and marketing communication, which caused the consumers’ lack of brand knowledge. The proposed marketing strategy for PALA Nusantara are conducting market research periodically to obtain comprehensive information about consumer behavior and market’s condition that can be used to assess the brand equity and set strategic future plans, developing new product variations with different shape of timepiece and incorporation of new features or technology, providing company-owned offline channel through establishment of pop-up store, and also optimizing marketing communication media using RACE framework.