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

Dwi Rahmawati (), Muhammad Danang Prasetyo and Priyantono Rudito
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Dwi Rahmawati: Universitas Terbuka
Muhammad Danang Prasetyo: Institut Teknologi Bandung
Priyantono Rudito: Institut Teknologi Bandung

A chapter in Proceedings of the 5th Open Society Conference (OSC 2023), 2023, pp 190-200 from Springer

Abstract: 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.

Keywords: marketing strategy; social media marketing; influencer marketing; NAH Project (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-290-3_17

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