ABSTRACT: The creative industry in Indonesia is developing quite rapidly and is growing every year. One sector that focuses on this creative industry is the fashion sector which is an integral part of everyday life. One of the fashion industries that already developing in Indonesia is shoes manufacturing which offers unique designs and high value. Hirka is the world’s first manufacturer of shoes made from the skin of chicken feet that was initially wasted waste from fast-food restaurants. Since Hirka was founded, Hirka has marketed its products through social media, e-commerce, and also using WoM. But, in the fact, not many people know about this skin of chicken-based products due to the lack of marketing, especially in advertisement. Also, the products available are limited only for Men. So it causes a lack of public knowledge about the existence of products and affect its sales. This study will focus on finding out the suitable target market and the right marketing strategy to increase brand awareness of Hirka’s products. The analysis was conducted using external and internal analysis that will be used to formulate TOWS matrix. The results show there are fourteen strategies that can be implemented by the company based on the company’s resources and capabilities. The strategies are using digital marketing and paid advertisement to promote the brand, creat new leather products (shoes for females, bag, wallets, and accessories), and also participating in programs or events that hold by the government and others events such as business talk.

KEYWORDS– Marketing Strategy, Brand Awareness, Purchase Intention, Leather Shoes, TOWS Matrix