Analisis Strategi Pemasaran Berbasis Metode 4P untuk Meningkatkan Daya Tarik Brand Windi Shoes - Choirunnisa, Ananta; Saputro, Andre Ridho; Putra, Andhika Cahyono (UMSurabaya Publishing, 2025)
Windi Shoes is a Micro, Small and Medium Enterprise (MSME) which was founded in 2010, known for its leather sandal Products which reached the peak of its glory in the first five years. However, over time, consumer interest in this brand began to decline. This decline was not due to declining Product quality, but rather due to a lack of understanding of what consumers actually want and ineffective marketing strategies. To answer this challenge, an approach was taken using the 4P marketing method - Product, Price, Place and Promotion. In terms of Products, Windi Shoes has begun to re-evaluate the design and quality of the sandals it offers, so that they are more in line with the tastes and needs of the current market. In the Price aspect, a more competitive strategy is implemented to remain attractive amidst the many choices on the market. Then, for distribution, various sales channels are reviewed and optimized so that Products are more easily accessible to consumers. Finally, in terms of Promotion, Windi Shoes designed a new, fresher and more creative strategy to increase brand awareness and attract the attention of potential customers. With these steps, Windi Shoes hopes to win the hearts of consumers again and revive the brand glory they once achieved. Keywords: Product; Price; Place; Promotion Windi Shoes adalah sebuah Usaha Mikro, Kecil, dan Menengah (UMKM) yang berdiri sejak tahun 2010, dikenal dengan produk sandal kulit yang sempat mencapai puncak kejayaannya dalam lima tahun pertama. Namun, seiring waktu, minat konsumen terhadap brand ini mulai menurun. Penurunan tersebut bukan karena kualitas produk yang menurun, melainkan karena kurangnya pemahaman terhadap apa yang sebenarnya diinginkan konsumen serta strategi pemasaran yang belum efektif. Untuk menjawab tantangan ini, dilakukan pendekatan melalui metode pemasaran 4P - Product, Price, Place, dan Promotion. Dari sisi produk, Windi Shoes mulai mengevaluasi ulang desain dan kualitas sandal yang ditawarkan, agar lebih sesuai dengan selera dan kebutuhan pasar saat ini. Pada aspek harga, diterapkan strategi yang lebih kompetitif agar tetap menarik di tengah banyaknya pilihan di pasar. Kemudian, untuk distribusi, berbagai saluran penjualan ditinjau ulang dan dioptimalkan agar produk lebih mudah dijangkau oleh konsumen. Terakhir, dalam hal promosi, Windi Shoes merancang strategi baru yang lebih segar dan kreatif guna meningkatkan kesadaran merek dan menarik perhatian pelanggan potensial. Dengan langkah-langkah tersebut, Windi Shoes berharap bisa kembali merebut hati konsumen dan menghidupkan kembali kejayaan brand yang pernah mereka capai. Kata Kunci: Produk; Harga; Tempat; Promosi