Articles

Proposed Marketing Strategy to Increase Sales of Kudimon Healthy Food

/in /by

Kudimon Healthy Food is one of the MSMEs in Bandung that focuses on healthy snacks. After the pandemic subsided, based on internal data and information from management, Kudimon Healthy Food also faced problems related to sales 6 months ago. After conducting an in-depth interview with one of the owners of Kudimon Healthy Food, lack of knowledge about proper marketing strategies is one of the main problems faced by Kudimon Healthy Food. This could be due to limited time, resources, or accessibility to the information needed. Lack of access to a wide number of marketing platforms and mediums such as large markets and potential customers. This can be caused by limited capital, knowledge, and/or limited human resources. In this paper, the author conducts quantitative research by conducting preliminary surveys and indepth interviews with various parties as a new potential market segment for Kudimon Healthy Food to achieve sales, Kudimon Healthy Food only conducts Business to Consumer (B2C) sales. The author also analyzes the factors that influence the buying interest of new market candidates Kudimon Healthy Food. The analysis was conducted internally using: Segmenting, targeting and positioning, Marketing mix, VRIO Framework and Business Model Canvas, as well as external analysis consisting of Porter 5 forces, PESTEL analysis, Competitor analysis and Consumer analysis. The results of the author’s research, Kudimon Healthy Food can expand its promotion and increase sales ratings in the market place, create a strong online presence and engage with potential customers, Develop an effective content marketing strategy by creating engaging and informative content for websites and social media platforms, Discounts or incentives can be given to customers who make multiple purchases or refer friends to the brand and offer samples it’s free to customers, in-store or online, which is likely to increase their trust in your product.

Proposed Marketing Strategies for Brush and Palette Coffee to Increase Sales

/in /by

The F&B market in Indonesia, including coffee shops such as Brush and Palette, has experienced significant growth due to increased consumption in Indonesia. With increasing consumption in the F&B industry, there is a target market for coffee shops. From interviews with the owner of Brush and Palette, it was revealed that sales were stagnant and below target which raised concerns about revenue stability and sustainable growth. By focusing marketing efforts on promoting and eliciting purchase intent, Brush and Palette can strategize to increase sales and align with customer preferences. Further research is needed to refine market segmentation and develop more precise targeting strategies. The purpose of this study is to identify the factors that influence and increase sales of Brush and Palette. This research uses quantitative research methods with descriptive statistics. The sample for this study consisted of 200 respondents who were taken using the non-probability sampling method. The questionnaire will use a Likert scale with five levels, which represent the scale intervals. Questionnaires will be distributed online. The research tool used in this research is a questionnaire. Data analysis methods are divided into two, namely internal analysis (7Ps of the marketing mix and STP) and external analysis (PESTEL Analysis, Porter’s Five Forces Analysis, Competitor Analysis, and Customer Analysis). Then, the data were analyzed using SWOT and TOWS analysis.

Based on the research results, companies must carry out effective promotional activities so that they can easily attract potential or existing customers to buy or repurchase Brush and Palette products. Affordable prices and quality products can attract consumers to buy Brush and Palette products. Brand awareness of buyers must be increased by Brush and Palette because it has a positive effect on purchase intentions. Several strategies that can be implemented in Brush and Palette are utilizing strategic locations and interior design to attract new customers and increase menu choices and facilities to strengthen their competitive position through these strategies.

Proposed Marketing Strategy to Increase Sales for Home Bedding Business (Case Study: Beddo Chingu)

/in /by

The overall consumption of mattresses in Indonesia has experienced a positive growth rate from 2012. The development of digital businesses in Indonesia has also increased, and it is undeniable that competition in the bedding industry is becoming more intense as more offline bedding sellers shift to online. The increasing competition of the bedding industry can be felt by one of home bedding industry brands, namely Beddo Chingu. Beddo Chingu is a home bedding business that mainly offers bed linen and was established in December 2021. Beddo Chingu uses e-commerce and social media to sell the products. There are promotions that have been applied such as advertising in Shopee, flash sales, discount, post content and paid promotion in Twitter. These promotions didn’t last long and Beddo Chingu faced fluctuating sales. This research aims to identify current internal and external conditions of Beddo Chingu, to identify root cause of Beddo Chingu sales issue, and to propose a suitable marketing strategy for Beddo Chingu. This research method uses quantitative and qualitative approaches to create suitable marketing strategies. The analysis tools that will be used in internal analysis are such as STP, Marketing Mix 4P, and VRIO, while for external analysis are PESTEL, Five Forces Model, customer analysis, and competitor analysis. Questionnaires survey with 124 respondents of current customers of Beddo Chingu have been conducted to gain insight from the customer’s point of view regarding the marketing mix. In addition, interviews with customers and potential customers were also conducted to obtain more detailed insights from preliminary surveys. From the analysis that has been conducted by researcher, there will be an internal strength and weakness, and external opportunity and threat result that can be called SWOT. Root causes of Beddo Chingu issue are low frequency of promotion, lack of value delivery in content, limited distribution channels, Lack of pattern design variations, limited product Stock Availability due to the long production process, and limited manpower. Based on the TOWS matrix, suitable marketing strategies classified into the marketing mix 4p will be proposed to increase sales of Beddo Chingu.

Proposed Marketing Strategy for Sales Increase for PT Aino Indonesia

/in /by

Tourism is one of the key drivers of the Indonesian economy, and the B2B (business-to-business) segment is a critical component of the tourism industry. A 2019 report by Indonesia Investments summarized that President Joko Widodo of Indonesia emphasized that the tourism industry should become the biggest industry in Indonesia in terms of foreign exchange earnings at the time. Indonesia with its huge number of islands (more than 17.000 islands) has so much potential ranging from beautiful beaches and countryside, flora & fauna, diving spots, wildlife, culture, culinary, historic relics as well as vibrant city life. Its inability to be able to realize its full potential and exploit it is the challenge for Indonesia to grow.

Aino Indonesia is a B2B company focusing on internet technology and creates solutions for different industries, one of which is the tourism ticketing system. Aino as an innovation technology company realizes that the world’s challenges during pandemic are getting higher, therefore always creates the latest innovation to provide the best value for clients. Currently, Aino has not achieved its annual revenue target. With the case in mind, Aino needs a marketing strategy to increase its sales revenue. The investors of the company are expecting Aino to reach its promised revenue projections as there will be a huge change of the government and political structure in future years that might be a huge obstacle.

The results of the study show Aino Indonesia require the development of the right strategy to maximize all internal and external aspects. On internal factors, Aino Indonesia has advantages ranging from customized product development, multi apps linked environment, university network, multiple offices, salespeople with personal connections, product team experiences, and payment gateway license from Bank Indoensia. While in the external factors, Aino Indonesia has a great opportunity by looking at the increase in tourism trends in Indonesia, increase of spending ability of local people, increase in ability of using technology and ticketing system, supporting legal influences from the government, and little impact to the environment due to less paper being used to create a ticketing gateway. Therefore, Aino Indonesia needs the right strategy to increase its sales.

Proposed Marketing Strategy for Dairy-Free Coffee Shop in Jakarta (Case Study: Mad For Coffee)

/in /by

The coffee industry in Jakarta is a thriving and dynamic market, with a large number of coffee shops, cafes, and restaurants serving various types of coffee and snacks. After the COVID-19 pandemic, the plant-based lifestyle is becoming increasingly popular in Jakarta. More and more people in Jakarta are choosing to adopt a plant-based lifestyle, either for ethical, health, or environmental reasons. Along with that, the market opportunity for dairy-free coffee shops in Jakarta is significant and growing. Many consumers in Jakarta are looking for healthier, more sustainable, and ethical food options, and dairy-free coffee shops cater to these needs. Mad for Coffee is one of the players in the coffee shop business, with their unique selling proposition as a dairy-free coffee shop. It is owned by one of the famous influencers in Indonesia, who is a vegetarian and also has a vegan community. With a huge number of competitors, Mad for Coffee needs to increase their market awareness and sales to make the business sustain for a long period of time. Based on the external analysis, the author found the coffee industry has intense competition. Competitors not only come from other dairy-free coffee shops, but also from regular coffee shops because they also provide a variety of dairy-free milk options. Moreover, from the internal factor, Mad for Coffee are not utilizing the power of their famous owner and their friends to help promote or to build partnerships or to collaborate with their coffee shop. From internal and external analysis in Mad for Coffee, then the author obtained SWOT analysis. From SWOT analysis, the author found that Mad for Coffee lacks marketing programs such as special discounts or loyalty programs to retain customers. Also, their social media contents are not really exposing their products and their strong branding as a dairy-free coffee shop. From matrix TOWS analysis, the author proposed several alternative marketing strategies that can be implemented by Mad for Coffee. Those alternatives are improving promotion by representing several strong points on Mad for Coffee and ads placement in social media, collaborating with influencers, community and media, developing loyalty programs and product promotion, and improving facilities and human resources in Mad for Coffee.

Propose New Marketing Strategy for the New Branch of Café Kopi Madi

/in /by

In 2019, Covid-19 that hit Indonesia greatly affected all segments. The decline in sales and revenue received by the company has made some businesses unable to withstand this pandemic. However, in 2022, Indonesia has begun to be free from the Covid-19 pandemic, little by little. Kopi Madi is a coffee shop that was built in 2020, when the Covid-19 pandemic was still hitting Indonesia. But Kopi Madi has survived until now because of the products offered and requests from customers that continue to increase every year. And in 2023, Madi Coffee has expanded its wings and opened its first branch in the Tebet area, South Jakarta. Seeing the increase in income derived from Kopi Madi, the owners opened branches to expand their market. However, from the sales results for the first and second months, Kopi Madi (Tebet) is very far from being successful. Therefore, this research was also conducted to find out what strategies are suitable for Kopi Madi (Tebet) in increasing its sales.

This study aims to investigate effective marketing strategies to increase sales at Kopi Madi (Tebet). In a competitive industry like coffee shops, it is important for business owners to develop and implement the right marketing strategy to attract customers and increase revenue. The analysis used is a qualitative and quantitative analysis of the internal and external data of Kopi Madi (Tebet). And the results obtained from processing the data will be formulated using the SWOT Analysis and TOWS Matrix to find a suitable strategy. And after getting the strategy to be implemented, a plan is needed to implement the strategy at Kopi Madi (Tebet).

Proposed B2B Marketing Strategy to Increase Sales of Jenderal Kopi

/in /by

Jenderal Kopi is one of the restaurants in Bandung that focuses on Indonesian coffee. After the pandemic subsided, based on data from the official website of the West Java local government, there was a phenomenon with the emergence of new restaurants/cafes and coffee shops in Bandung, which posed a threat to Jenderal Kopi. Based on internal data and information from management, Jenderal Kopi is also facing problems related to sales and the number of guests, which are stagnant and tend to decline in 2022 compared to 2021, when the Covid-19 pandemic was at its peak. After conducting an in-depth interview with one of the owners of Jenderal Kopi, Jenderal Kopi has a significant asset that can be utilized, namely the Probatone 25 kg roasting machine. Probatone is a market leader in the coffee machine industry. This sophisticated machine has met industry standards and can do large quantities of production, and has advantages compared to other brands of coffee roasting machines. In this paper, the author conducts qualitative research by conducting preliminary surveys and in-depth interviews with various parties as a new potential market segment for Jenderal Kopi to accomplish sales with a Business to Business (B2B) mechanism because previously, Jenderal Kopi only did Business to Consumer (B2C) sales. The author also analyzes the factors that influence the buying interest of the potential new market for Jenderal Kopi. The analysis was conducted internally using: Segmenting, targeting and positioning, Marketing mix, VRIO Framework and Business Model Canvas, and external analysis consisting of Porter 5 forces, PESTEL analysis, Competitor analysis and Consumer analysis. As a result of the author’s research, Jenderal Kopi still has a potential market in the B2B sector and needs from several business sectors to fulfill roasted beans in their operations/activities: hotels, restaurants/cafes/coffee shops, and political parties. In the end, after discussing again with one of the owners of Jenderal Kopi, the new segment chosen for the B2B market was the hotel industry with consideration of the large and sustainable number of orders. In conclusion, Jenderal Kopi needs to take several steps and adjustments for marketing its new sales mechanism as a solution to get additional sales by maximizing the use of existing assets. With these other sales, it is expected that Jenderal Kopi can continue to compete with new entrants in the same industry.

Marketing Strategy to Increase Sales for Distributor Liquefied Petroleum Gas Company (Case Study: PT. Lembang Abadi Indah)

/in /by

Liquefied petroleum gas (LPG) demand has increased every year since the government implemented a policy to convert kerosene to gas. It continues to increase in the last 10 (ten) years. from 2011-2021. Increases in LPG consumption signifies that public demand is getting higher, in industrial, commercial and household sectors. However, PT. Lembang Abadi Indah does not benefit from this situation in which the company’ sales volume continues to decrease. This research aims to identify the factors influencing this situation and develop the marketing strategy to resolve this issue. This research is a qualitative descriptive which data is obtained through in-depth interview and literature review. Furthermore, the results will be mapped with SWOT analysis, TOWS Matrix. To conquer this unfavorable situation, the company needs to focus on customer relationship, product diversification and business process efficiency.

Proposed Marketing Mix Strategy to Improve Brand Awareness of Circum by Mutiara Cikutra Clinic

/in /by

The clinic growth in Indonesia every year indicates that Indonesia is a potential market for the healthcare industry. However, on the other hand, this also indicates that competition in this business sector continues to escalate. This phenomenon also impacts Circum by Mutiara Cikutra, a circumcision clinic based in Bandung. Competition between circumcision clinics that use either conventional or modern methods and the low public awareness of existing circumcision clinics lead to fluctuation in the number of patients/consumers. This study aims to find an appropriate strategy to improve public awareness of the Circum clinic. External and internal analysis is carried out to understand business problems broadly and deeply. Analysis of the external focus on PESTEL and competitor analysis, while the analysis of the internal focus on STP and marketing mix (7P). In this study, both primary data and secondary data were collected for analysis. Questionnaires were distributed to the target market of Circum by Mutiara Cikutra to obtain data related to the characteristics and preferences of target consumers in considering and choosing a circumcision clinic. After that, the author uses the SWOT analysis to summarize the analysis findings and uses the TOWS matrix to generate the appropriate strategies. The proposed strategies are structured into a new marketing mix strategy which is expected can be a solution to the current business issue at the Circum by Mutiara Cikutra.

Proposed Digital Marketing Strategy for Textile Companies (Case Study: PT. Aneka Tekstil Indonesia)

/in /by

PT. Aneka Tekstil Indonesia commonly called ATENDO is a company engaged in the textile sector. ATENDO has been producing textile products for the past three years or so, but until now there are still many people who do not recognize and do not believe in this company. This company faces the problem of a lack of brand awareness and a sense of trust from the public, resulting in several transactions being canceled by potential customers. In the midst of this digitalization era, people get more information and trust a company digitally through the internet. This study aims to help companies deal with problems related to promotional issues using internal and external company analysis. The results of the analysis show that the company has not carried out a marketing strategy through digital marketing. The author proposes the implementation of a new marketing strategy using new digital marketing techniques by creating a website for the company, then implementing SEO, and creating several social media for the company as a means of information and communication for testimonials from customers, some of these strategies are based on the results of internal, external, and SWOT analysis of the company.