Enhancing the Local Brand Sneakers’ Performance through a Formulated Marketing Strategy

DOI

10.2991/978-94-6463-290-3_17How to use a DOI?

Keywords

marketing strategy; social media marketing; influencer marketing; NAH Project

Abstract

Small and medium-sized businesses (SMEs) are among the more diverse groups of business actors operating online. NAH Project is one of the SMEs that use digital business as their model. The brand began to gain popularity among consumers across the country, including Indonesian President Joko Widodo, thanks to NAH Project’s business approach and its up-to-date, fashionable footwear design. The company’s revenues and brand recognition suffered as a result of the president’s attention. However, the sales that have been made have been inconsistent and erratic. Thus, the purpose of this study was to identify the factors that contribute to inconsistent sales. In-depth interviews with corporate representatives, other business players, and customers served as the primary sources for this study. Secondary sources included firm internal reports and literature reviews. Because of the “Jokowi effect,” the investigation showed that NAH Project has a strong brand recognition, but one of its shortcomings is that it is rarely active on social media to promote the product. The opportunity for NAH Project is to employ digital promotion to increase sales, but the threat that needs to be expected is the fierce competition in the footwear market. Launching classic model sneakers in response to customer demand is one solution strategy that can be suggested. Others include adding complementary value for customers, enhancing customer relationships as a competitive advantage, expanding the online marketplace, intensifying social media promotion, providing more information about product categorization, and using celebrity endorsements.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dwi Rahmawati
AU  - Muhammad Danang Prasetyo
AU  - Priyantono Rudito
PY  - 2023
DA  - 2023/11/09
TI  - Enhancing the Local Brand Sneakers’ Performance through a Formulated Marketing Strategy
BT  - Proceedings of the 5th Open Society Conference (OSC 2023)
PB  - Atlantis Press
SP  - 190
EP  - 200
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-290-3_17
DO  - 10.2991/978-94-6463-290-3_17
ID  - Rahmawati2023
ER  -