Title : Proposed Marketing Strategy to Increase Sales (Study Case: Ouromatica Fragrance)

Vol 6 No 7 (2023): Volume 06 Issue 07 July 2023

Article Date Published : 7 July 2023 | Page No.: 4109-4117 | Google Scholar | Crossref doi for this article

Abstract :

Nowadays, Indonesian local brands are expanding quickly and the quality of the products is able to compete with other worldrenowned 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 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 as a newcomer, 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 purpose of this research is to identify the marketing strategy that can be used by Ouromatica Fragrance in order to increase sales. In this research, the author uses the external and internal analysis. For the external analysis, it uses PESTEL 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 proceeds to conduct an analysis for the business solution using STP (Segmenting, Targeting, and Position), Marketing Mix 4P and proposed a marketing program using the AIDA model to help to turn the potential customers into buyers of Ouromatica Fragrance through social media.

Keywords :

AIDA, Local Brand, Marketing Mix, perfume, STP, SWOT analysis

References :

  1. Pasaribu, A. (2021, December 6). Survei Ipsos: Produk Lokal Dominasi pilihan konsumen Indonesia. Antara News. Retrieved from https://www.antaranews.com/berita/2568069/survei-ipsos-produk-lokal-dominasi-pilihan-konsumen-indonesia#mobile-nav
  2. Pahlevi, R. (2022). Survei: 54% Konsumen Kosmetik Lebih PIlih Brand Lokal. Retrieved from https://databoks.katadata.co.id/datapublish/2022/09/04/survei54-konsumen-kosmetik-lebih-pilih-brand-lokal
  3. Buye, R. (2021). Critical examination of the PESTEL Analysis Model. Retrieved fromhttps://www.researchgate.net/publication/349506325_Critical_examination_of_the_PESTEL_Analysis_Model 
  1. Adom, A.Y., Nyarko, I.K., & Som, G.N. (2016). Competitor Analysis in Strategic Management: Is it a Worthwhile Managerial Practice in Contemporary Times? Journal of Resources Development and Management, 24, 116-127.
  2. The best method for writing a Customer Analysis Marketing Plan. IMD business school for management and leadership courses. (2023, January 27). https://www.imd.org/reflections/customer-analysis-marketing-plan/
  3. Chigara, H. (2021). Resource Based View and competitiveness: An empirical study of the. Retrieved from https://hal.science/hal-03453864/document.
  4. Sultan, E. W. A. M. (2023). VRIO Analysis Framework in Project Management: Comprehensive Approach. International Journal of Business and Management Invention (IJBMI) 12(2), 57-72.
  5. Dubey, S. K., Singh, R., Singh, S. P., Mishra, A., & Singh, N. V. (2020). A brief study of value chain and supply chain. Mahima Publication 194, Karaundi,Banaras     Hindu     University, Varanasi-221   005, UP, India. Retrieved from https://www.researchgate.net/publication/344374264_A_BRIEF_STUDY_OF_VALUE_CHAIN_AND_SUPPLY_CHAIN  
  1. Gürel, E., & Tat, M. (2017). SWOT Analysis: A Theoretical Review. The Journal of International Social Research, 10(51). http://dx.doi.org/10.17719/jisr.2017.1832
  1. Riaz, W., & Tanveer, A. (n.d). Marketing Mix, Not Branding. Asian Journal of Business and Management Sciences,1(11), 43-52.
  2. Ma, Y., Pu, L., & Wang, G. (2021). A business analysis for the TAIER company based on STP model and market forecasting. Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). https://doi.org/10.2991/assehr.k.211209.208
  3. Cooper, M. J., & Budd, C. S. (2007). Tying the pieces together: A normative framework for integrating sales and project operations. Industrial Marketing Management, 36(2), 173-182.
  4. Dalrymple, D., Cron, W., & DeCarlo, T. (2004). Sales management (8th ed.). Hoboken, NJ: John Wiley & Sons.
  5. Aliana, S. & Maryana, V. (2019). The Marketing Funnel as an Effective Way of the Business Strategy. Scientific journal «ΛΌГOΣ. The art of scientific mind,4. Retrieved from https://er.knutd.edu.ua/bitstream/123456789/14560/3/Sapian_A_Vyshnevska_M.pdf 
  1. Hennink, M., Hutter, I., & Bailey, A. (2020). Qualitative research methods. Sage Publications, London, Los Angeles, New Delhi, Singapore, Washington DC.
  2. Bengtsson, M. (2016). How to plan and perform a qualitative study using content analysis. NursingPlus Open, 2, 8–14.https://doi.org/10.1016/j.npls.2016.01.001
  1. Showkat, N., & Parveen, H. (2017). Non-Probability and Probability Sampling. Retrieved from https://www.researchgate.net/publication/319066480_Non-Probability_and_Probability_Sampling

How to Cite :

Proposed Marketing Strategy to Increase Sales (Study Case: Ouromatica Fragrance). Sekar Putri Ramadani, Isti Raafaldini Mirzanti, Rossy Sjarifah Sjarif , 6(7), 4109-4117. Retrieved from https://ijcsrr.org/single-view/?id=11184&pid=11006

Most read articles by the same author(s)

Sekar Putri Ramadani, Isti Raafaldini Mirzanti, Rossy Sjarifah Sjarif ,

View

259

Citation

Downloads

Article Details