PROPOSED MARKETING STRATEGY TO INCREASE SALES (STUDY CASE: OUROMATICA FRAGRANCE)

• Main Author: Putri Ramadani, Sekar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75792
• Institution: Institut Teknologi Bandung

Nowadays, Indonesian local brands are expanding quickly and the quality of the products are able to compete with other world-renowned brands. Most local brands have their own uniqueness and variety of choices that differentiate one from another. One of the local products that is currently on the rise is perfume. The emergence of new local brand perfumes also resulted in a fierce competition for entrepreneurs to create and develop new fragrances in order to attract the market. Ouromatica Fragrance is a new unisex local brand perfume that was established in 2022 and it is inspired from the four elements of life; fire, water, earth, and air. These four elements are believed to be essential and close to our everyday lives. As a new comer, Ouromatica Fragrance is experiencing a problem in the sales performance. According to the internal data of sales performance, it shows that Ouromatica Fragrance has not reached its target sales from December 2022 to March 2023. The root cause analysis (RCA) is used to identify and visualize possible cause of the problem. The purpose of this research is to identify the marketing strategy that can be used by Ouromatica Fragrance in order to increase the sales. In this research, the author uses the external and internal analysis. For the external analysis, it uses PESTLE analysis, Competitor analysis, and Customer analysis. As for the internal analysis, this research uses Resource-Based View (RBV) and Porter’s Value Chain. After analyzing the external and internal factors of Ouromatica Fragrance, the author uses SWOT analysis to evaluate the company and then proceed to conduct analysis for creating the marketing strategy using STP (Segmenting, Targeting, and Position), Marketing Mix 4P and proposed a marketing program using the AIDA model to help turning the potential customers into buyers of Ouromatica Fragrance through social media. The author also makes a timeline of marketing strategy in order to optimize the use of Ouromatica Fragrance’s social media.