Proposed Marketing Strategy to Increase Sales (Study Case: Ouromatica Fragrance)

Nowadays, Indonesian local brands are expanding quickly and the quality of products is able to compete with other worldrenowned brands. Most have their own uniqueness variety choices that differentiate one from another. One currently on rise perfume. The emergence new brand perfumes also resulted in fierce competition for entrepreneurs create develop fragrances order attract market. Ouromatica Fragrance a unisex perfume was established 2022 as newcomer, experiencing problem sales performance. According internal data performance, it shows has not reached its target December March 2023. purpose this research identify marketing strategy can be used by increase sales. In research, author uses external analysis. For analysis, PESTEL Competitor Customer As Resource-Based View (RBV) Porter’s Value Chain. After analyzing factors Fragrance, SWOT analysis evaluate company then proceeds conduct an business solution using STP (Segmenting, Targeting, Position), Marketing Mix 4P proposed program AIDA model help turn potential customers into buyers through social media.