PROPOSED DIGITAL MARKETING STRATEGY FOR BUSINESS DEVELOPMENT AT IMANEE CLOTHING LINE

• Main Author: Prissca, Mitha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65728
• Institution: Institut Teknologi Bandung

The low barriers to entering the fashion world have made many new fashion brands appear, one of which is Imanee, which is a local Indonesian fashion SME brand that offers casual dresses that prioritize design simplicity which has been established since 2021. Initially, Imanee was marketed through physical stores in the Bangka area, however, clothing sales in the Bangka area are less significant unless there are certain events such as Eid al-Fitr. However, with many players in the industry that have become red oceans, prompting the author to conduct research to formulate digital marketing strategies to reach wider and more precise consumers, besides that this is supported by an all-digital situation that creates new habits for consumers to shop from home. The purpose of this study is to increase public awareness of the Imanee brand, and increase sales figures. This research is to explain the problems experienced by brand owners in business development and then provide solutions according to segmentation, target and brand positioning. The proposed strategy is formulated using a combination of external and internal analysis, namely Porter's Five Forces, 5's C, SWOT (Strength, Weakness, Opportunity and Threat) and Four-stage Loyalty Model. The research method is carried out by collecting qualitative data through in-depth interviews with several respondents using the Customer Journey and Marketing 4P's (Product, Promotion, Price, Place) framework. The results of this series of methodologies will show a series of segmentation, target and brand positioning as well as the basis for formulating digital channel strategies that are packaged in Marketing 4P's. Based on the series of methodologies used, the results of this research will be used as a reference in making marketing strategies across various digital channels for the right content creation, choosing the right description keywords, increasing interaction with consumers on digital channels in the Imanee brand.