The Barbie Movie Collaboration
1Farikha Setiadi, 2Chusnul Rofiah
1,2STIE PGRI Dewantara Jombang
https://doi.org/10.47191/jefms/v7-i5-63ABSTRACT:
The aim of this research is to find out strategies for success in entering the market through collaboration with local brands of Barbie products even though the film has not yet been released. Using qualitative research with a cyber phenomenology approach. This research model uses a simple design with Triangulation Theory. Data collection techniques used were observation, interviews and documentation. The data analysis technique used is Manual Data Analysis Procedure (MDAP). The results of this research found that 3 local brands ESQA, SOVLO, Day and Night use marketing strategies: Marketing Mix; Segmentation (Geography, Demographics, Psychography, Behavior); Cooperation Patterns Marketplace; Timing Strategy (Viral, Building Hype) with Co-Branding: Uniqueness; Awareness; Positive Customer Feelings (Consumer Rating); Favorable (Instagram Poll, Question Box); Positive Customer Judgment (Review Before Launching).
KEYWORDS:
co-branding, viral Barbie, collaboration, local brands
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