Improvement Design of Marketing Communication Program in Shoe Company Using Benchmarking Method and Analytical Hierarchy Process Tools
Nyoman Chitta Mahayanti (a*), Husni Amani (a), Meldi Rendra (a)

a) School of Industrial and System Engineering, Telkom University, Telekomunikasi Street, Bandung 40257, Indonesia
*chitta.mahayanti[at]gmail.com

Abstract

As one of shoe company in Indonesia, strong brand awareness will create a competitive advantage in the business competition that will enhance their reputation and credibility. There is problem in shoe company, namely shoes that have a good quality designs and color combinations but many people are not familiar with the brand. Based on the analysis of marketing communication programs, companies have implemented seven of the eight categories of marketing communication mix. However, the implementation of the marketing communication mix category was still not quite effective. This could be proven from the sales volume of shoe company that experienced fluctuation and did not meet the sales targets. This study aimed to formulate a draft proposal for the improvement of marketing communication programs from the results of benchmarking for shoe company. The benchmarking method was used to systematically adapt competitors best practices for the improvement of the company. The analytical hierarchy process tool was used to determine the competitors who became benchmark partners. This study formulates an improved design based on the comparison of best practices from marketing communication programs from selected benchmark partners that is Alternative A.

Keywords: Marketing Communication Program; Fashion; Benchmarking Method; Analytical Hierarchy Process

Topic: Industry Engineering