PROPOSED MARKETING STRATEGY FOR NEW BRAND IN FASHION SOCKS TO COMPETE IN THE MIDDLE-UP MARKET (CASE STUDY: SAHAZA BRAND)
Socks are part of a fashion product that has developed along with the development of human civilization. Socks have changed from being just a protective toe from nature to become a social symbol. Along with the industrial revolution, the face of socks also turned into a fashion industry that has gre...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/67502 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Socks are part of a fashion product that has developed along with the development of human civilization. Socks have changed from being just a protective toe from nature to become a social symbol. Along with the industrial revolution, the face of socks also turned into a fashion industry that has great potential. Sahaza brand is a socks brand that tries to capture this opportunity as its main line of business. However, since its launch in 2018, it is still lacking. Because of this, this research was conducted to find solutions to increase consumer awareness of the Sahaza brand, so that it can have an impact on increasing sales.
This research was conducted using a qualitative method with a case study approach. Then apply several concepts such as STP, Marketing Mix 4P, competitor analysis and PESTEL to analyze the internal and external conditions of the Sahaza brand business. After that, SWOT analysis and the TOWS matrix were used. From the results of the research, there are several consumers that can be used to develop new marketing strategies. several sources revealed that the products have quality, good design, and competitive prices but promotions are still not maximized because not many know the brand.
Based on the study, the researcher proposes a new marketing strategy to increase brand awareness in order to increase sales. The recommendations proposed are developing basic products, open makloon or manufacturing fee service, keep price competitive compared to competitor, collaborating with other fashion brands, increasing endorsement promotions, adding marketplace channel, participate in local market event held by the government, enter global market and making offline stores.
The results of this study are also expected to be useful and become input for those who are conducting studies on strategy making for either the company or its organization.
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