PROPOSED MARKETING STRATEGY FOR CHICKEN CLAW SKIN SHOES TO INCREASE BRAND AWARENESS AND PURCHASE INTENTION

• Main Author: Aristo Vidiarta, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67699
• Institution: Institut Teknologi Bandung

The creative industry in Indonesia is growing rapidly every year. One sector that is the focus of this creative industry is the fashion sector. Many SME players are starting to enter this sector to market their products to the public through various ways, starting from using digital marketing or by participating in various events organized by the government to support the development of SMEs today. One of the SMEs that offers a very unique product is Hirka. Hirka is an SME that is engaged in fashion with its products in the form of shoes made of chicken claw skin, the only one in the world. With Hirka's presence in the leather shoe industry, of course, Hirka is the only shoe manufacturer that combines chicken claw skin with cowhide as the material for making shoes. However, along with the development of technology, Hirka is still not using it optimally to market its products, as can be seen from the lack of brand awareness from the public towards Hirka's products. Hirka has marketed its products through social media, e-commerce, and also using WoM. But, in the fact, not many people know about this chicken claw skin shoes products due to the lack of marketing, especially in advertisement. Also, the products available are limited only for Men. So it causes a lack of public knowledge about the existence of products. This study will focus on finding out the suitable target market and the right marketing strategy to increase brand awareness of Hirka’s products. The analysis was conducted using external and internal analysis that will be used to formulate TOWS matrix. The external analysis was conducted using PESTLE analysis, Porter’s 5 forces analysis, competitor analysis, and customer analysis. Consumer analysis is carried out by distributing questionnaires to respondents at random, including potential customers. The Smart PLS software was used to process the survey findings and measure the correlation between the variables using the SEM-PLS approach. And then for the internal analysis was conducted using VRIN Framework, Marketing Mix, and STP. The results show there are fourteen strategies that can be implemented by the company based on the company’s resources and capabilities. The strategies are using digital marketing and paid advertisement to promote the brand, creat new leather products (shoes for females, bag, wallets, and accessories), and also participating in programs or events that hold by the government and others events such as business talk.