D'Malangan "REVIVAL OF MALANG CULTURE THROUGH FASHION PRODUCT"

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