PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF MISCHIEF DENIM

• Main Author: Ayu Cahyaningtyas, Sasmita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68685
• Institution: Institut Teknologi Bandung

Fashion is the main thing besides food and cannot be separated from one's needs. The development of the fashion industry is very fast and the emergence of various choices emerges due to the wishes of consumers with various kinds of diverse lifestyles. Fashion also contributes to the economy in Indonesia, namely GDP by 75%. Denim is a type of fashion that develops continuously and persists in this modern era. Denim entered Indonesia around 1980 at a price that the upper-middle economy class could afford. After the entry of denim into Indonesia, the development of denim in Indonesia is very rapid. Mischief Denim is a local denim brand that has been around since 2006 where they focus on selling raw denim products. Mischief Denim has a sales method with offline stores, namely in three places Jakarta, Bandung, and Tasikmalaya, and for online stores, which can be accessed through various platforms, and their official website. After more than a decade from the year of its establishment, Mischief Denim is still an “unaware brand” in the brand awareness pyramid. In this study, to find out what influences brand awareness on the Mischief Denim brand and how to propose a marketing strategy to increase brand awareness. Where in this study using internal analysis, and external analysis. For internal analysis using STP analysis, VRIO framework analysis, and marketing mix. As for the external analysis using Consumer analysis, Competitor analysis, Porter's Five Forces, and PESTEL analysis. Then from the results of the analysis, it is followed by a SWOT analysis to find out what strengths, weaknesses, opportunities, and threats exist. After that, use the TOWS matrix to find a strategy that will have an implementation plan.