PROPOSED INTEGRATED MARKETING COMMUNICATIONS STRATEGY TO INCREASE BRAND AWARENESS AND SALES OF WOMEN APPAREL: HIJAB SABINE
This study develops a new marketing strategy for Hijab Sabine. Fashion suffered during the COVID-19 pandemic. The Hijab Sabine brand is recovering from the COVID-19 pandemic. Hijab Sabine-like garment brands have sprung up over time. Hijab Sabine hasn't changed, but newcomers have. This is due...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/76636 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This study develops a new marketing strategy for Hijab Sabine.
Fashion suffered during the COVID-19 pandemic. The Hijab Sabine brand is recovering from the COVID-19 pandemic. Hijab Sabine-like garment brands have sprung up over time. Hijab Sabine hasn't changed, but newcomers have. This is due to an underdeveloped marketing channel that has failed to adapt to the COVID-19 pandemic.
This study analyzes the brand's sales using external and internal studies. Internal analysis comprises STP, 4P marketing mix, VRIO, and BMC, while external analysis covers PESTEL, Porter's Five Forces, customer, and competitor analysis. This research included in-depth interviews and observations. To conclude, this paper analyzes Hijab Sabine's business approach and suggests ways to improve its marketing and succeed in a competitive market.
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