Articles

Proposed Marketing Strategy to Increase Revenue Through Product Differentiation (Case Studyat Cement Inc.)

/in /by

The cement industry is currently facing intense competition due to the lack of significant recovery in retail demand following the COVID-19 pandemic, coupled with an increasing number of competitors. This has resulted in a surge in oversupply, reaching up to twice the demand, and a decline in utilization to 52%. In order to survive, cement companies release their own economy brands, including Cement Inc. In 2020, Cement Inc. released its fighting brand in Java to fight the eco-brands, using their current premium brand from Sumatra, Semen PDG. Cement Inc. will also release Semen MDK in late 2022 to counteract market confusion about Semen Padang. The total number of brands to compete in the last decade has increased tremendously due to the rising eco-brand trend. In three years, Cement Inc.’s fighting brand portion has grown to 24.6%, indicating a shift in the market towards more economical products. This situation is leading to a decrease in the Cement Inc. revenue, as there is no product differentiation between the premium and fighting brands.

We conducted this study to explore potential solutions to increase revenue by implementing a fighting brand strategy that incorporates product differentiation. The research address three critical questions: (1) What is the internal and external analysis? (2) What is the proposed recommendation for marketing strategy to increase for Cement Inc. through product differentiation of Fighting Brand? (3) What is the implementation plan for the marketing strategy?

The investigation began by examining the cement market condition, evaluating Cement Inc.’s strengths and weakness, as well as the market’s opportunities and threats, using quantitative and qualitative approach to investigate internal and customer’s understanding about the difference between main brand and fighting brand, as well as the expected differences. By the internal and external analysis, the study proposed the new segmentation, targeting, and positioning to propose the new marketing strategy using marketing mix 4Ps through product differentiation for fighting brand to increase Cement Inc.’s revenue in both premium brand and fighting brand. This study limited on retail market in Java, which is characterized by intense rivalry.

Proposed Augmented Reality (Instagram Filter Try-On) as Promotion Strategy to Increase Brand Awareness for Start-Up Business (Case Study on Small and Medium Enterprise Fashion Brand Boboya Wear)

/in /by

Boboya Wear is a local fashion brand that specializes in women’s fashion that offers daily wear that has unique embroidery accents on each product and has a variety of colors. The main issue of Boboya Wear is bad product sales and tend to be unstable, so that it becomes an issue for Boboya Wear. The purpose of this research is to find out solutions to solve company problems.

One of the problems faced by Boboya Wear is that the product is not relevant to what consumers want or the trend regarding the product has out of trend. Resulting in fluctuating sales and a small variety of products so that consumer choices are low and this caused by bad production timeline and inconsistent promotion strategies. To analyze more deeply the researchers used primary data by distributing questionnaires to analyze consumers and used secondary data from Boboya Wear Instagram and Shopee Insight. Researchers used Ishikawa fishbone diagrams to find out more about the problems faced by Boboya Wear.

After analyzing the internal and external situation of Boboya Wear using 4Ps marketing mix, SWOT, STP, five forces porter, competitor analysis, and customer analysis. The solution is to implement AR Instagram filter try-on as promotion strategy and develop new products and packaging, collaborate with influencers using AR try-on, create bundling promo, and educate the audience about AR try-on technology. The AR try-on technology used is Instagram filter because the installation cost is cheaper and easier.

The results of the questionnaire from total 100 respondents agreed that the implementation of AR Try-on could help them in choosing the product they wanted and create shopping experience more pleasant and fun. The business implementation plan that will be carried out is by optimizing the implementation of AR try-on, making new products and packaging and implementing AR try-on.