PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE AWARENESS OF INDONESIAâS MOSLEM FASHION BRAND : A CASE STUDY OF ELEMWE
Rapid and dynamic changes in trends have changed people's priorities in buying creative economy products. Fashion is one of the leading sectors that is relied on for the development of the creative economy in Indonesia. Elemwe is one of the Muslim fashion brands that still has a low level of br...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68326 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Rapid and dynamic changes in trends have changed people's priorities in buying creative economy products. Fashion is one of the leading sectors that is relied on for the development of the creative economy in Indonesia. Elemwe is one of the Muslim fashion brands that still has a low level of brand awareness that affects the low customer demand. Because the competition in the fashion industry is getting stronger. Along with the passing of the COVID-19 pandemic in Indonesia, people are now getting used to using social media and the internet of things to meet their needs. Elemwe has not been maximal in utilizing social media and the internet of things to implement marketing strategies and attract customers' attention through online sales. So that Elemwe fashion is still having difficulty in reaching the attention of the target market in the digital era. This study aims to obtain a strategy to increase Elemwe's brand awareness. Sources of data to analyze business problems are primary data and secondary data. Primary data comes from interviews with business managers, and online questionnaires distributed to 190 respondents. Data collection was carried out from February 2022 to May 2022. Secondary data came from internal company data, articles, and third party research. To solve this problem, the authors propose several solutions to support the marketing mix, the power of five porters, PESTEL Analysis, Competitor Analysis and a SWOT analysis. Based on the questionnaire, it was revealed that only 16.8% of respondents knew about Elemwe, and only 31.3% had bought Elemwe products from the number of respondents who knew Elemwe. The suggestion for Elemwe is that companies need to find better strategies to increase brand awareness through integrated marketing communications. Omni-digital is also a strategy that can be used to increase customer engagement and customer demand. |
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