Vision
Becomes
the creative social enterprise that can empower woman communities to achieve
self-reliance continuously and preserve Malang culture.
Mission
·
To solve problem with creative
social business approach that involvement of experts and young people in its
implementation.
·
To introduce the local
culture in Malang city widely to community in local, national, and
international.
·
To create assortment of creative
fashion product by vocational
high school students and woman community
empowerment.
·
To utilize patchwork into valuable goods.
·
To be continously community
Self-Reliance.
PROJECT
DESCRIPTION ANALYSIS
1.
Project
Background
D’malangan
is the social entrepreneur project that used to preserve local culture trough
entrepreneur activity in Malang city, Indonesia. This project motivated by the
rapid influence of foreign culture especially in world of fashion to the public
particularly for the children and teenagers, make the existence of the local
culture will be threatened. One of the ways to preserve local culture is
developing culture in line with the dynamic public appetite, cultural elements
be able to integrated with fashion, like a symbol, adhere in our appearance,
and also promote the diversity of the Indonesian culture especially about the
local art mask dance Malangan. Nevertheless, Malang city, as the one of tourist
destination has little typical souvenir of Malang. So, we Initiative to build
typical souvenir of Malang through social entrepreneur activities in fashion
product based local socio-cultural development.
Besides
that, this project encourages the local community development like mothers
community of Empowerment & Family Welfare (PKK) and Art vocational high
school in Malang to be part entrepreneur activities that bring them for
independent and sustainable community in the future.
2.
Project
Objective
D’malangan
capable to encourage the preserve and arouse of Malang culture also developing
independent and sustainable local community trough fashion product based local socio-cultural
development.
·
Value
Proposition
D’Malangan
created by the newness concept design and accessibility, this product developed
by combining local dance mask cultural concept with popular culture that has
opportunity to become a newness local culture innovation icon trough a fashion
product, moreover, in the concept design, designed as an environment-friendly products contains
a art and culture values, social enterprise, but, still trendy and fashionable.
D’malangan product is the new Malang typical souvenir, able to contribute to
add typical Malang Souvenir and become great souvenir for Malang tourist.
D' Malangan Souvenir made from patchwork
STRATEGIC MARKETING
PLANNING FOR D’MALANGAN
1. Marketing
Strategy Plan
In
a marketing perspective, D' Malangan is expected to be affordable
to all levels of social strata because one of its competitive advantages is a
fusion of fashionable design with cultural value, Moreover. STP method is used
to analyse the marketing strategy:
a) Segmentation Planning
D'
Malangan is a souvenir-based, clothing or gift product that is a bag with a
distinctive garnished Malangan culture with more fashionable design and added value.Relatively,
its affordable price also makes D' Malangan can be afforded by the middle to
lower class. Thus,the targeted market segments D' Malangan this from the bottom
to the top social strata of people which
ranging from kids, teenagers, workers and adults.
D' Malangan Products
b) Targeting Planning
Given
that we sell commodities characterized Malang, then our main clients are tourists
or visitors. Travellers are a potential
market for this product , because every time they do visit , they definitely
need souvenirs to souvenirs . This segment sales for the type of direct
marketing or direct sales around the home production.
c) Positioning
In
the market, D' Malangan positioned as souvenirs and fashion items that have
more benefits with artistic and cultural values as well as with its
relatively affordable price. D' Malangan products can be as a means to develop
the innovation and creativity of the students of SMK Negeri 5 Malang and PKK
Purwantoro Village area , Blimbing district , Malang .
·
Integrated Marketing
Communication
First
and foremost, we use catalogue and brochure distributed around tourist areas,
as well as promotion through the local magazines, social media platform, campus
radio , and social networking. Moreover, IMC which will be used as a media
campaign brochure direct and official accounts on multiple social networking
sites and the official website as a media campaign through electronic media .
This is because it is possible for adolescents and mothers market to buy
products D' Malangan , as fashion becomes an important part of everyday life
for these circles.
D' Malangan preserves Malang Culture
