The Planning of 4PS Marketing Strategy in Apparel Brand Ahimsa

Abstract

The purpose of this research is to determine the right marketing strategic for AHIMSA as a soon to be startup company using 4Ps technique. The subject of this research is 1 customer of competitor brand Zara, 1 customer of competitor brand Minimal, 1 customer of competitor brand The Executive, 1 potential customer of AHIMSA, 1 customer of online Ready to Wear’s brands, and 1 Fashion Expert. The object of this research is the marketing strategic of a startup company AHIMSA, especially the marketing mix method or 4Ps of Fashion Marketing Basic. The data was collected through in depth interview with open-ended questions towards the six interviewees. The result of this research shows that: 1) The going to be launched product item should be offered in varieties, in accordance with the trends, and offered in an appropriate price, 2) Customers tend to judge the items they are about to buy using perceived value method, 3) The place for a start up brand should be placed online through webstore and offline through consignment, 4) The promotion for a start up apparel brand should be executed through celebrity endorsement and advertising in fashion press, 5) The sales promotion such as discounts and special price should be given for the slow-selling stocks.