DEVELOPING INSTAGRAM MARKETING COMMUNICATION STRATEGY: CASE STUDY OF MODEST FASHION COMPANY MONJELA INDONESIA

• Main Author: Najla Raihanandhifa, Sytra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/58569
• Institution: Institut Teknologi Bandung

The modest fashion industry is a rapidly growing business sector globally, especially in Indonesia as the most prominent Muslim majority country, with around 268,1 million in 2019 (BPS, 2020) population, the modest fashion market size is constantly growing. Established in 2015, Monjela is a modest fashion brand based in Bandung that produces modest women’s wear. Monjela uses Instagram as the main marketing channel. However, the number of engagement and the follower growth of Monjela’s Instagram account is decreasing periodically. Monjela has been around for five years but until now has not been able to maximize his online presence on Instagram and also lost competing with their competitors. The objective of this research is developing the Instagram communication strategy plan to be used by Monjela so Monjela’s viewers could engage and understand the product features and make the Instagram marketing efforts to be more effective. This research was conducted start from assess the external analysis (PESTEL analysis, Porter Five Forces analysis, competitor analysis and customers insight analysis) and internal analysis (company Analysis and company Instagram quantitative content analysis using Instagram Insight and Analisa.io of @monjela.id). Then formulated some recommendation strategy based on SWOT analysis of Monjela to solve the root cause that identified through fishbone diagram, such as develop engaging Instagram contents which contains video contents, product review contents, giveaway contents, promotion and discount contents, the caption of the content also should be considered with the scheduled open order system. Developing Instagram posting schedule and ads using Facebook Creator Studio. Selective influencer endorsements. Developing Monjela’s fashion knowledge. Hiring freelance model. Gaining knowledge regarding accounting and finance for Monjela’s owner. Gaining knowledge regarding digital marketing on Instagram. The findings of this study could assist other modest fashion businesses in improving and strengthening their marketing performance on Instagram.