Marketing Communication Strategy Using Direct Marketing For Start-Up Fashion Brand Teemochi
##plugins.themes.bootstrap3.article.main##
This study uses internal and external analysis to know the conditions and look for sources of problems that exist in the Teemochi. In internal analysis, this research uses Resource Based View Analysis which using Segmenting, targeting, and positioning (STP) internal data and Marketing Mix before. In external Teemochi analysis uses Customer Analysis, Competitor Analysis and Industry Analysis using Porter’s 5 Forces. After knowing the condition and the problems faced by Teemochi, it is known that promotion is the main problem that will be discussed further to help Teemochi in general.
Therefore, recommendations that can be given in this study include Instagram Advertising, Paid promotion, Video marketing and 17 other promotional strategies. The direct marketing method on social media especially through Instagram is the chosen method so that the existing marketing strategy can increase Teemochi brand awareness and influence also to increase Teemochi sales.
After all analysis and strategy development have been outlined, a timeline and budgetary budget are also made to realize all marketing strategies that have been formed. All strategies that have been made will lead and lift one value from Teemochi itself, namely "Comfy" with the slogan #ComfyEveryday and #ComfyCanBeFun.
References
Statista. (2019). Statistics. Retrieved from Statista.com: Https://www.statista.com/statistics/578364/countries-with-most-instagram-users/
Strategyand.hypebeast.com. (2019). Strategyand.hypebeast.com. Retrieved from Strategyand.hypebeast.com: http://strategyand.hypebeast.com/streetwear-report-social-media instagram
Porter. (2008). The Five Competition Forces that Shape Strategy. Boston: Harvard.
David, F. (2004). Manajemen Strategis : Konsep-Konsep edisi sembilan. Jakarta: PT Indeks.
Koekemoer, L. (2004). Marketing Communications. Lansdowne: Juta Academic.
Downloads
##plugins.themes.bootstrap3.article.details##

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.
Submission of the manuscript represents that the manuscript has not been published previously and is not considered for publication elsewhere.