MARKETING MANAGEMENT MID SEMESTER TEST:

CLOTHING MANUFACTURER BRANDING ‘SUPPLY MONKEYS’

An individual Mid Semester Test for Marketing Management (MM5018)

Dennis Suryana (29117396)

Lecturer:
Herry Hudrasyah

CLASS OF CCE 58
MASTER OF BUSINESS ADMINISTRATION
INSTITUT TEKNOLOGI BANDUNG

2018
 I. Question #1: “Explain comprehensively, what activities should be done when will build a "Brand"
...?

As suggested, we’ve develop 5 phase of marketing strategy, From planning to entering the market;
Finding and convincing your customers, Educating your customers, Populating your Brand in the market,
Maintaining your Brand in the market for a long time.

SUPPLY MONKEYS is a clothing manufacturing, mainly focuses on business to business market by

receiving pre-orders from client to match their desire of apparel and packaging products, but also has the
ability to sell to end-user as well.

Phase 1: Entering the Market

 Segmentation
a) Demographic
We are much more business to business oriented, our age frame range for the target market is
very huge, varies from young entrepreneurs who wants to enter the clothing business line and
experienced clothing business owners veteran who seeks fine quality, ease of access and
competitive price range.

b) Psychographic
We deliver sophisticated ways of ordering, advance report on progress timeline, should result in
modernized clothing manufacturer in terms of psychological perspective rather than the old-school
traditional ways of clothing factory.

c) Geographic
Bandung is already well-known as “the city producing clothing lines”, so we seek further to other
big cities, such as Jakarta, Batam, and other cities who wants to have clothing brand line. Expansion
to global/international market won’t take too long to commence because Indonesia are well known
for it’s fine quality for fashion and apparels.

 Targeting
Young entrepreneurs who wants to have a clothing brand line, build merchandise and have ease of
access to produce a product of their desire.

 Positioning
Our main goal is to have a high-end quality services and image positioning, but in terms winning the
lower entry orders from their huge quantities should be accepted.

Phase 2: Finding and convincing your customers

First we start off with a logo, I find it rare for clothing manufacturer to posess fine logo to define
themselves. Then we’ll develop some samples while docummented through an ad video campaign, hire
Reza Ardhen from Seed Motion to create a stunning ad video them place them on Facebook, Instagram
and other as sponsored ad campaign to reach outside market, not to mention my very own instagram.
 Phase 3: Educating your customers

Customers should learn that we’re very different from other clothing manufacturer, when we say
we can create anything, we can. We’ll be making mainstreams products varies to creating something
phenomenal or anti-mainstream such as cosplay apparels, such as jedi robes, fallout gears, stunning
packaging all in one. At first people will think we’re just another mainstream follower of the booming trend
of clothing manufacturing based in Bandung, but we’re simply thinking outside the box.

Phase 4: Populating your Brand in the market

Some company after they first introduce themselves through sponsored ads such as media sosial
ad campaign, they stopped and feel comfortable with their current clients and enclosed markets. That’s a
huge mistake. We’ll keep expanding our network throuout the globe, reach international clients, establish
variety of networks selling through Ali Baba and eBay. Ofcourse keep on rolling on commercials, from media
sosial ads to even bigger advertisement campaigns. I have one rule; “Jangan pelit dengan anggaran promo.”

Phase 5: Maintaining your Brand in the market for a long time

The most important part is sustainability, to maintain our clients trust, we have to ensure a
constant quality control, develop a strong internal system and protocols to our company will last as long as
it takes and keep reaching every aspect of selling and service maximum potential. Well organized structured
company often prolongs the life of it’s company.

II. Question #2: “Explain comprehensively the role of “Logo” as part of Brand Management that has
strategic values in building the future of your Brand”?

My personal opinion of logo is that, logo defines your business,

logo is the first thing that you should be thinking of, logo is how
people will see you, know you and get to know you well. That is
why in the first place, logo was the first of my concern for building
this establishment, because it’s going to be my identity in the first
place.

Some people might find logo won’t affect much for their
branding, but that is a great mistake, I believe a logo has a huge
potential in driving the market’s perspective on how they see us.
That’s why I hired professional to do my logo, and I don’t hesitate
to pay dearly for a good quality logo.

Supply Monkeys are proud to have a strong logo, to strengthen

our branding so the market will reach us with more confident.
III. Question #3: “explain comprehensively, what steps will you take when your Brand faces a
decrease in sales”?

The first rule is to maintain stability of our current orders, do not let sales decrease affects even
more damage to what we first built for. After maintaining our professionality regarding this situation,
we have to determine what sort of factors that cause this. Could it be our rival has developed a new
strategy or other external factors? Either way, our company should initiate a big introspection on
details on why the sales didn’t meet our target, if it’s from the human resource, we have to deal it very
carefully, if it’s from our rival, learn how to innovate more and push our creative mind to create new
ways to outfought it.

After going through lots of brainstorming with our entrusted people, seek advice from a friendly
masters of business might ease up the case. Once the answers have come up, even if it’s a huge decision
for e.g. establish a whole new different idea of the brand/company itself, we’re just have to try it. We’ll
never know if we don’t innovate and keep thinking outside the box, that’s what the R&D are here for,
innovation should never stop.

IV. Question #4: “explain comprehensively, what kind of your steps will you take when your Brand is
decreasing popularity and customer “trust””?

When a brand has lost its trust, there are two solutions. The first one is to maintain its brand but
push our limit to proof to our markets that we are ready to make a huge change. The second one is to
change a brand name, although we might start from zero, but it’s not all scratch, we start with tons of
experience and knowledge on how to build a new one, it’s should be hunky-dory.

When thinking about the most worst case that it’s time for our brand to kaput, we are
entrepreneurs and there are lots of other business that we can start, better to start before we are force
to do so. We can’t escape the big era of changes, but we can always follow the course, innovate or
change into something that can blend with the timeline of life and trend, we won’t have any major
problems.

But then again, if there’s a slight change for trust retrieval, that’s what we’re after first, after all,
with all the history that we’ve built this brand from scratch, why would anyone just let it slip. Change,
self-introspection, keep making ad campaign, find newer clients, the market won’t go anywhere, the
market will always be there.