PROPOSED COMMUNICATION STRATEGY TO RAISE BRAND AWARENESS FOR KALLÉ AS WORKING WOMAN BAG BRAND

• Main Author: Prisanti, Intan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57492
• Institution: Institut Teknologi Bandung

The growth of the Indonesian fashion industry caused many people proud of the local brands and there is a demand for people who are looking for working bags that suit their needs. At the moment, the rate of working women in Indonesia is gradually increasing. Kallé, is a brand from Indonesia, that sells a collection of working bags and small leather accessories. This brand not only produces bags but also wants to solve Indonesian women’s needs. The brand develops their design into various working bags that suit Indonesian women's needs and use women's empowerment spirit behind their design. Unfortunately, the limited information regarding the existence of Kallé caused the customers to continue buying working bags from abroad or working bags that do not meet their needs. This research was conducted to increase Kallé's brand awareness. In this study, the author uses qualitative methods by observing the company and the customer polling to gain information about the brand awareness. Furthermore, the writer using fishbone diagram analysis to find out the problem. In developing business solutions, the core value of the company needs to be re-examined. Hence, there are three proposed solutions of this problem, which are: updating the new STP, creating integrated communication strategy, and developing Marketing Mix 7Ps. As the result, proposed communication strategy to raise brand awareness for Kallé are: designing the brand personality and developing communication activities who support the values of women’s empowerment. In connection with the Covid-19 pandemic, companies must be flexible with various planning changes. In addition, it is also necessary to analyze customer data on a regular basis to minimize customer shifts. In the end, these various solutions will be effective if carried out with an integrated and consistent implementation.