PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF UNIQUELYMOZ DAILY
The rapid growth of the fashion industry in Indonesia presents significant opportunities for Uniquelymoz Daily, a local women's fashion brand striving to enhance brand awareness and market presence. This study investigates the internal and external factors affecting Uniquelymoz Daily and propos...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/83845 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The rapid growth of the fashion industry in Indonesia presents significant opportunities for Uniquelymoz Daily, a local women's fashion brand striving to enhance brand awareness and market presence. This study investigates the internal and external factors affecting Uniquelymoz Daily and proposes a comprehensive marketing strategy to boost brand awareness and revenue. The research is motivated by several issues hindering the company's progress, including ineffective managerial systems, production challenges, inconsistent stock levels, and low customer engagement. The study begins with an in-depth analysis of consumers, the company's internal environment, and the external environment. Consumer analysis is conducted using seven stages of segmentation. Internal analysis focuses on the company's resources, capabilities, and value chain, identifying strengths and weaknesses. External analysis is conducted using Porter’s Five Forces, and competitor analysis employs Porter’s Four Corner Analysis to identify opportunities and threats. SWOT analysis integrates these findings to provide a holistic view of the company's strategic position.
Primary data was collected through questionnaires distributed to 204 respondents, all Indonesian women aged 18 and above, in line with Uniquelymoz Daily's target market. The findings indicate that product quality, design, comfort, and price are important factors influencing purchase decisions. The study also highlights the importance of engaging marketing strategies, including frequent social media activities and live streaming, to increase brand visibility. Based on the SWOT analysis, the study proposes a TOWS matrix to develop strategic marketing initiatives. The recommended business solutions for the company include establishing resource management, reducing reliance on a single third-party tailor, standardizing financial reporting with standard accounting principles, implementing a customer loyalty program, and participating in local fashion bazaars.
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