DEVELOPING NEW PRODUCT DEVELOPMENT AND MARKETING STRATEGIES FOR LOCAL BRANDS IN INDONESIA: A CASE STUDY OF XBAG

• Main Author: Haikal Antasyah Akbar, Aqshal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79674
• Institution: Institut Teknologi Bandung

The surge in global competition has prompted local brands in Indonesia to reassess their product development and marketing strategies. This study, centered on the case of XBAG in Malang, aims to contribute valuable insights to this discourse. It focuses on formulating effective product development strategies and proposing a comprehensive 7P marketing mix for new product launches, specifically tailored to the context of customer preferences for embroidered bags as souvenirs in Malang. To collect data, a qualitative approach was adopted, using a survey questionnaire methodology targeted at tourists in Malang who engage in souvenir procurement, with a specific focus on those acquiring embroidered bags from XBAG. The questionnaire was meticulously designed in three sections: respondent background, customer experience, and bag design preferences, to ensure clarity and effectiveness. During the data analysis phase, a combination of quantitative and qualitative methodologies was employed. Quantitative analysis, executed through descriptive scrutiny, provides a concise summary of demographic information and preferences. Meanwhile, qualitative analysis utilizes word cloud analysis to identify recurrent lexical patterns. By triangulating data from diverse sources and perspectives, a comprehensive understanding of the research subject is ensured. The findings reveal a discernible preference among participants for the Multi-functional Backpack design. This design, distinguished by multifunctional features, not only aligns with customer preferences but also holds promise for XBAG's new product development and launch strategy. The research suggests that incorporating multi-functional features into their bag designs would be a key aspect of product development for XBAG. Additionally, the study offers insights into the specific marketing strategies that could be applied by local brands in the souvenir industry, highlighting the importance of effective positioning, promotion, and pricing strategies for new product launches. The methodology used in this study not only advances the current investigation but also establishes a solid foundation for future research projects in similar fields. The study's approach underscores the importance of triangulation in conducting a comprehensive examination of consumer behavior and preferences. Moreover, it establishes a strong framework for future research in related fields. The results of this study offer a guide for Indonesian small businesses to tackle the difficulties related to creating and marketing new items. The high demand for the Multi-functional Backpack design indicates its potential as a strategic option for local companies to thrive in the constantly evolving souvenir market.