Articles

Proposed Marketing Strategy for Fashion and Accessories Brand to Increase Brand Awareness and Sales Performance (Case Study: Carbon is Lyfe)

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The world of fashion and accessories is now growing quickly. The presence of digital platforms for conducting marketing and promotion of products also supports this development. The growth of this industry presents Carbon is Lyfe, a local men’s fashion and accessory brand, with a chance to keep growing. However, Carbon is Lyfe encounters several challenges when growing its business, including low brand awareness and incompletely met sales goals. This study aims to analyze the internal and external environment of the Carbon is Lyfe company, identify the variables influencing customer’s brand awareness and purchase intentions for fashion and accessories, and recommend suitable marketing strategies for Carbon is Lyfe. The research method used is qualitative and quantitative methods. Qualitative methods are used to determine the internal condition of the company and are conducted by interviewing the CEO of Carbon is Lyfe. Meanwhile, quantitative methods are used to determine external business conditions, namely customer analysis, by distributing online questionnaires to the target market of Carbon is Lyfe. The questionnaire results were then processed using the PLS-SEM method using the SMART PLS software. After knowing the internal and external conditions of the Carbon is Lyfe business, the author uses a SWOT and TOWS analysis to formulate appropriate strategies to solve existing problems. As a result of this study, the authors propose five marketing strategies that are suitable for internal and external conditions to increase brand awareness and sales performance of Carbon is Lyfe.

Proposed Marketing Strategy for Sustainable Growth of Persib Official Store

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PT Persib Bandung Bermatabat is in charge of the football club Persib Bandung, which is one of Indonesia’s teams. The Persib Official Store, located at Graha Persib, 3rd floor, Jalan Sulanjana No. 17 Bandung, is managed and sold by PT. Persib Bandung Bermatabat. The Persib Official Store sells merchandise divided into three product categories: Fashion, Jersey, and Accessories. The issue that arises in this business is that sales fluctuate from January to June 2022. As a result, the purpose of this study is to learn about Persib Official Store’s business situation and to recommend the best marketing strategy for increasing sales and becoming more competitive in the football merchandise industry’s development.The research method uses qualitative research methods. Qualitative methods are used to obtain primary data and make observations from in-depth interviews with Persib supporters. The data collection is then used to make internal and external analysis. Internal analysis is used to gather information about Persib Official Store’s internal conditions using Marketing Mix 4P analysis, STP, and VRIO analysis, while external analysis uses Porter’s five forces analysis, competitor analysis, and customer analysis to determine external factors from the football merchandise industry. Furthermore, after carrying out internal and external analysis, the researcher used SWOT analysis and found the company’s weaknesses, namely the lack of optimal marketing and social media strategies. Furthermore, after conducting a SWOT analysis, the researcher used TOWS analysis and found a solution to present a new marketing strategy by having a team digital marketing and optimizing their social media to increase customer awareness and purchase intention.

Proposed Marketing Strategy for Initiation Development and Increase Sales Performance of CV Jonifer Embroidery

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Textile activities continue to expand their role along with the times and technology, not only for the purposes of art-culture and clothing needs in a limited environment, but this activity already be used as a source of income. One of the businesses engaged in the field of Textiles and Textile Products is Jonifer Embrodiery Convetion. This company is one of the pioneers in the convection business in Padang and has been operating for 12 years. The problem the company is currently experiencing is a decline in sales from 2021 to 2022. Therefore, this research will focus on finding the main problems related to Jonifer Embroidery’s internal and external conditions to create a marketing strategy using the SWOT Matrix which is then formulated through the TOWS Matrix and produce a new marketing strategy for the Jonifer Embroidery. The proposed marketing strategy consists of cooperating with companies or communities, providing product guarantees to maintain customer trust, optimizing business websites for promotional media, product innovation, marketing using social media, creating customer loyalty programs, making attractive banners, offering several promotions sales, and selecting Key Opinion Leaders (KOL).

Business Strategy to Increase Sales Performance: Case Study of a Mineral Water Product in Indonesia

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Currently, people in Indonesia are starting to become aware of consuming proper drinking water so the demand for proper drinking water increases every year. This is an opportunity for Club mineral water to meet market demand. Club’s drinking water brand has started to gain public attention, as shown by the Club’s brand being included in the category of five bottled drinking water based on consumer choice according to Indonesia’s Top Brand data. Even so, the Club has the lowest market share percentage when compared to its four competitors. Furthermore, looking at the internal sales performance of the Indofood CBP’s group, sales of the beverage division were smaller than other divisions. This shows that the Club needs to analyze its strategy to improve its sales performance so the company can become a leader in its market. This study further analyzes how the company runs its business from an external and internal perspective. This study uses external analysis such as PESTEL analysis, Porter’s five forces, consumer analysis, and competitor analysis. Moreover, there are also internal analyses such as analysis of the company’s core competencies, resource-based analysis, and VRIO. Then a further analysis was conducted by using a SWOT analysis to determine the strengths, weaknesses, opportunities, and threats to the Club’s mineral water products. This study uses qualitative and quantitative methods using a survey of Club mineral water customers. The researcher also analyzed the position of the Club’s mineral water compared to its business competitors in terms of sales, followers on Instagram social media, frequencies of Instagram posting, and how competitors use digital media. After that, the TOWS matrix will help the Club’s mineral water develop its business and sales. The recommendations given include that the company should know its core competencies to develop, makes product innovations that are different from its competitors, improve the way product promotions are delivered, and optimizes digital media as a sales tool. Strategy implementation in the form of a Gantt chart is made based on these recommendations so that PT ICBP Club could implement it properly.

Proposed Marketing Strategy to Increase Brand Awareness for Coffee Shop Business (Case Study on Brand Payu Coffee & Eatery)

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The total distribution of Coffee in Indonesia is increasing every year, and it is in line with the growing of Coffee Shop industry in Indonesia, specifically in Jakarta. Payu is one of local SME Coffee Shop brand located in Gandaria, South Jakarta which was established in 2020. Building brand awareness is important for a new brand, particularly for SME company with an existence of less than five years like Payu. According to interview with Payu’s co-owner that Payu brand awareness is very low which in line with the result of questionnaire from total of 202 respondents shows that 68,8% never heard of Payu before. To analyse the root caused more deeply, researchers used Fishbone Diagram and Inter-relationship Diagram and found that Lack of Marketing effort is primary root cause for Payu. The purpose of this research is to propose a suitable marketing strategy to increase Brand Awareness for Coffee Shops like Payu. Researchers use both quantitative and qualitative methodologies in conducting research. Data collection is done by conducting in-depth interview, distributing questionnaires, and conducting a focus group discussion. The collected data is then used to do analysis based on the collection methods. Quantitative results are used to make Cluster Analysis and Brand Awareness Analysis. While Qualitative results is used to make Behavioural Shift analysis and Brand Concept Mapping. According to focus group discussion, customers are like the coffee trends like Ready-to-Drink Coffee and Snapchilled Coffee. After conducting analysis, the proposed marketing strategies are carried out. Based on BCM model, Payu are relatable with associations links “Nyaman” and “Kerja”. There are three new marketing strategies that can increase coffee shops brand awareness like Payu. First, developing Buyer Persona Creation strategy based on cluster analysis. Second, coffee shops can work with influencers who has audience driven from the Buyer Persona Creation strategy. Third, conduct a brand activation based on the association links from brand concept mapping and invite the chosen influencers.

Proposed Marketing Strategy to Increase Brand Awareness of TMO

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The car population in Indonesia is increasing every year with an average of 4.8% in the last five years. The contribution of car population is dominated by passenger cars with a contribution of 74.5% when compared to commercial cars, so that this causes the lubricant industry for cars, especially passenger cars, is still survive and still one of the promising industries when viewed from the needs of the society. PT Toyota-Astra Motor (PT TAM), is a car trading company headquartered in North Jakarta, Indonesia. PT TAM sees an opportunity for this business by making special car lubricant products for the Toyota brand, namely TMO or Toyota Motor Oil. In Indonesia, the Toyota car brand is still the market leader with a market share of 33.3%. But unfortunately, there are still few people who know the TMO brand. This is reflected through a questionnaire that has been distributed by the authors to 255 respondents, and only 30% know the TMO brand. For this reason, the author is interested in researching more about proposed marketing strategies to increase brand awareness of TMO products. To be able to find out the right strategy, the author analyses the SWOT, STP, and also the marketing mix of TMO products. Then the author compiled a questionnaire that can provide market conditions related to TMO awareness, customer behaviour when buying engine oil products, customer behaviour when changing oil products, and customer priorities. After conducting an analysis through a questionnaire distributed to 255 respondents and interviews with speakers from PT TAM, namely the marketing team, product development team, and pricing team, the author describes the SWOT analysis, describe the STP proposal, and marketing strategy based on the AIDA framework. AIDA stands for attention, interest, desire, and action. The author designed a marketing strategy based on the AIDA framework.

Proposed Marketing Strategy to Enter Methanol Market as Diversification for National Gas Company

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Methanol is a key material used as feedstock in the chemical industry which is mainly produced from natural gas and coal. Indonesia is well-known for its natural resources including the large reserves of natural gas which become the third largest in the Asia-Pacific. However, Indonesia and even Asia are having gaps between production and demand that need to be fulfilled. Indonesia only has one methanol producer and still importing a large amount of it despite the increasing demand. A national natural gas company is considering the possibility to produce methanol in order to fulfill the gaps as well as diversification to give adding value to natural gas and also commercialize the oversupply of natural gas from the termination of the export contract. The objective of this research is to find the best business strategy for the company considering various challenges and opportunities. The methodology used in this research is qualitative and quantitative methods using secondary data and primary data. The primary data is collected through a qualitative questionnaire that involved companies that confirm the obstacles in sourcing methanol. The collected data is used to conduct external and internal analysis through PESTEL, Porter’s Five Forces, Customer Analysis, and VRIO Framework. The identified opportunities and challenges are then used to generate strategy through TOWS Matrix and 4P Marketing Mix. As a result, it is recommended for the company that will become a methanol supplier to set a competitive product price, choose a strategic place with high access to resources, promote the sustainability impact and multiplier effect to attract stakeholders and shareholders, and utilize the existing customer channel of natural gas to commercialize the new product.

Proposed New Marketing Strategy for Home Improvement Retailer: Case Study of MR.DIY Indonesia

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MR.DIY is home improvement retailer from Malaysia which expanded to Indonesia in 2017. “Always Low Prices” is the company’s slogan which means always provide product at affordable prices accordance with quality. MR.DIY offered more than 18.000 items divided into 10 categories for the needs of all family member. Currently, MR.DIY already has more than 350 stores across Indonesia and will continue to grow. However, the brand awareness of MR.DIY has not meet yet the company’s target and there is gap communication between company and customer perceive about MR.DIY. It show in the questionnaire result in this research, from 179 respondents 67.6% have not choose MR.DIY as the main choice for shopping home improvement needs and only 7.8% correctly perceive MR.DIY as home improvement retailer. Therefore, this research aims to proposed new strategy to increase brand awareness and educate public about MR.DIY appropiate position. The method use in this study are qualitative and quantitative with type of descriptive research. General analysis use SWOT analysis to know about business condition. Then the brand awareness pyramid used as thematic analysis. From the results of the analysis, the authors propose an integrated marketing communication as MR.DIY strategy to increase brand awareness and educate the public the MR.DIY positioning.

Proposed Marketing Strategy to Increase Awareness of Linkaja’s Benefits

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The e-wallet industry in Indonesia is growing, with these developments creating intense competition. LinkAja is one of the e-wallet in Indonesia which was launched in 2019. LinkAja is initiated by BUMN (State-owned enterprises) and HIMBARA (State-owned bank association). LinkAja’s total awareness is quite high compared to its competitors, but just some customer regularly uses it. It is clear that although consumers are aware of the LinkAja brand, they are unfamiliar of its benefits. The purpose of this study is to propose a suitable marketing strategy to increase awareness of LinkAja’s benefit which is expected to increase the initiation of increasing the number of active users. Researchers use qualitative and quantitative methodologies in conducting research. Data collection is done by conducting interviews with LinkAja employees, distributing questionnaires to customers, and also collecting other supporting data. External and internal analysis was carried out to map the SWOT analysis. The tools used to perform external analysis are PEST (Political, Economic, Social, Technological) analysis, Porter’s Five Forces, and customer analysis. While the tools used to perform internal analysis are STP (Segmenting, Targeting, Positioning) analysis and marketing mix. The proposed new marketing strategy is carried out using the TOWS matrix derived from the SWOT analysis. There are eight new marketing strategies classified into marketing mix variables that represent, product, price, place, and promotion. Some of the marketing strategies are optimizing LinkAja as a solution for the transformation of conventional payments into digital payments, creating promotions in the form of free transfer fees and top-up fees, expanding to marketplace as a digital payment method, and highlighting LinkAja competitive advantage and product value to win market competition.

Proposed Marketing Strategy to Increase Digital Smart Poultry Market Readiness in West Java

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Coronavirus diseases (COVID-19) have been impacted to the decrease in poultry product demand in Indonesia which leads to cause oversupply and declining in this industry margin. As one of the companies that promote digital transformation in Indonesia, Indonesian ICT company develops a new subsector in its digital agricultural platform to solve the problem. This company created Minimum Viable Product (MVP) to develop its current digital platform in subsector poultry (digital smart poultry). It consisted of several features such as funding, partnership, and B2B/B2C marketplace. After planning the MVP, the problem is mainly focused on determining the market readiness for smart poultry digital platform and how to create the most suitable marketing strategy to enter the market. They also had not specified the target segment to sell the products yet. This research is aimed to explore more whether the poultry farmers need the smart poultry digital platform to solve the problem, the market readiness, and formulate the marketing strategy and implementation plan for the smart poultry digital platform that targeted on poultry farmers.
To validate the issue in the poultry industry, the authors conduct a preliminary survey by interviewing poultry farmers in West Java. Next, to gain in-depth insight into the product necessities and market readiness, the author did an environmental analysis (internal and external) as the base to formulate the SWOT-TOWS analysis. The internal analysis that has been used for this research consists of Business Model Canvas (BMC) and VRIO analysis. The author used PESTEL, Porter’s Five Forces, competitor, and consumer’s analysis for the external analysis. According to the analysis, the poultry farmers as the targeted consumers are considered ready and necessary to use the product. After formulating SWOT-TOWS based on the environment analysis, the author used QSPM analysis to determine the most suitable business and marketing strategy to be implemented. The author proposed several strategies and implementation plans that consisted of 1) Increase the smart poultry digital platform capabilities (especially in IoT to help solve the poultry farmers’ problem). Optimize digitalization for business development and marketing (SO2), 2) Optimize the service marketing (ST1), and 3) Maximize the use of integrated marketing strategy to maximize promotion (WT3).