Proposed Marketing Strategy to Increase Customer Purchase Intention and Sale (case study: Evren Beauty)
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July 13, 2024Proposed Marketing Strategy to Increase Customer Purchase Intention and Sale (case study: Evren Beauty)
ABSTRACT: This research was conducted to determine the suit marketing strategy for skincare brands to increase purchase and sales intentions. The beauty industry, especially skin care products, is experiencing growth which is creating intense competition between companies. Therefore, skincare product companies must have a good and appropriate marketing strategy to increase purchasing and sales intentions. This research also carries out external and internal analysis. External analysis was carried out using customer analysis and PESTLE analysis methods, while internal analysis was carried out using segmentation, targeting and positioning (STP) analysis methods and the brand’s 4P Marketing Mix. From external and internal analysis, continue with SWOT analysis. After the SWOT analysis, a TOWS analysis is carried out to create a strategy as a business solution to increase purchasing intentions and increase sales.
KEYWORDS: – Marketing Strategy, Product Attributes, Promotion, Purchase Intention.