PROPOSED MARKETING PROGRAM IMPLEMENTATION FOR VEARST BRAND

• Main Author: Mullah Arrum, Mafar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66810
• Institution: Institut Teknologi Bandung

Abstract. Vearst is an apparel brand located in Bandung. The management has been established since 2010. Currently, Vearst brand is facing the problem of a significant decline in sales due to the company's external and internal factors. The external factor faced is the emergence of competitors who are able to offer more affordable selling prices with a variety of product choices. In addition, the social media promotion carried out by competitors is able to engage customers more strongly. The internal factor faced are that management has not been able to offer an unique and varied products. Furthermore, social media promotion that has been carried out has not been maximally carried out. Unclear and un-measurable marketing plan found it as the root of the problems faced by management. Based on these problems, this study will propose a marketing strategy by analyzing the internal and external environment. This study used a qualitative approach with data collection techniques through questionnaires and interviews with Vearst brand owners, staff and consumers. The results show that companies need to carry out a marketing program that focuses on four aspects of the solution, first, create a clear and measurable marketing plan. Second, redevelop offline store. Third, up grade social media promotion. Fourth, product development. Fifth, improving the quality of on-line marketplace and sixth, pricing policy adjustments.