Marketing Strategy to Develop Customer Base in Gaining Competitive Advantage ( Case Study : OLDBLUE.Co)

Annisawati, Asaretkha Adjane
Lantu, Donald Crestofel

The Indonesian Journal of Business Administration
Vol 4, No 1 (2015)

Abstract.Denim developments in Indonesia are growing up and down, many local brands that grow and compete in the local premium denim market. Beginning this phenomenon arises, from the western culture that inspired some creative youth to make premium denim local brand. According to Claire Dupuis, a Senior Product Trend Forecaster at Cotton Incorporated and a denim specialist, the basic definition of premium denim is a pair of jeans that start at $100. One of the pioneer in local premium denim brand is OldBlue.Co Denim, brand from Jakarta. According to data Brightspot Market 2011 - 2013 the seller of denim premium quality increase from year to year by 7 percent of market share of products in the event and Interview with Pot meets Pop (PMP) as Oldblue.Co competitor, found PMP sales is higher than Oldblue.CO. Oldblue.Co as a pioneer in local premium denim brand should survive and increase their competitive advantage to not lose competitiveness with competitors.After identifying the business issue, this research emphasis on ownership of competitive advantages using strategic asset analysis and marketing mix on Oldblue.Co and its competitors to be able to strengthen the competitive advantage for Oldblue.Co himself, and also the industry analysis using Porters Five Forces to know the extent to which the supplier and substitute goods would be affecting for Oldblue.co.Technique for data collection in this research is using interview technique survey, study documentation and internet study. In this research finally found things such as marketing, human resources, lot of substitute product and niche market make Oldblue.Co’s customers base not developed well. These things are the root cause why oldblue.co lose the competitiveness within competitors.For the solution in fixing and develop stronger customer base, Oldblue.Co should give more attention to their marketing strategies to reach target customers they want, particularly from their specific targeted community. By using the Integrated Marketing Communication using advertising, endorsement and the event is expected to be a solution that can be implemented to increase the competitive advantage for the Oldblue.Co’s brand and increase customer base.