PROPOSED BRAND STORYTELLING FOR SEWDERHANA GOODS’S MARKETING STRATEGY

• Main Author: Nisa Fauziah, Fairuz
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57828
• Institution: Institut Teknologi Bandung

In the digital information age, brands must stand out, and storytelling is one of the tools to develop an emotional attachment with customers. Sewderhana Goods brand is trying to apply this storytelling technique to its marketing strategy. However, the implementation process for the past two years has not been successful. In identifying the problems faced by Sewderhana Goods, it uses a theoretical framework that identifies the internal and external conditions of the business. The internal analysis includes 4P's Marketing Mix, STP Analysis, and branding strategy, while external analysis consists of Porter's Five Forces analysis, Competitor Analysis, and SWOT Analysis, which is then developed using the TOWS Matrix to produce strategies that can be applied as recommendations for strengthening Sewderhana Goods' branding strategy. The findings from the Root Cause Analysis show that the cause of the failure of the strategy implemented by Sewderhana Goods is an inconsistent branding strategy. This problem is due to the brand identity that is not yet strong visually and in communication and inconsistent and varied brand story tactics in promoting the brand. In addition, in terms of the signature story element, Sewderhana Goods has not been strengthened by describing the characters in social media content. Sewderhana Goods must strengthen its branding strategy as a marketing tool, especially in promotional activities.