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

: 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.


RESULT AND DISCUSSIONS Customers Analysis
The author conducted comprehensive research to analyze customers by utilizing surveys and interviews with both existing customers and potential customers of Beddo Chingu. This research aimed to gain valuable insights into customer preferences, behaviors, and perceptions regarding Beddo Chingu's marketing mix.

Product
The results of the respondents's thoughts on the product are presented in accordance with the seven attributes of the research. The results of the respondents are as follows: The table above is the result of research on the product marketing mix. Based on the table above, with an average score of 4.15, the majority of respondents agree with the quality of Beddo Chingu product materials, which are cold, do not fade, and are durable. The last statement that states that Beddo Chingu bed linen products provides a variety of design patterns received an average response of 3.17, this indicates that respondents of this survey assume that the variety of design patterns provided by Beddo Chingu is still lacking. According to the table above, the respondents' perceptions of Beddo Chingu products being more affordable than other stores offering similar products received an average score of 4.23, it shows that consumers believe the prices offered by Beddo Chingu are more affordable than those offered by other stores selling similar products. Also the customers find the payment process convenient and accessible. Beddo Chingu offers multiple payment options, including Cash on Delivery (COD), Shopee Pay, and bank transfers, which provide flexibility for customers to choose their preferred method. The average score of 3.97 suggests that customers appreciate the ease and convenience of these payment options.

Place
The results of the respondents' thoughts on the place are presented in accordance with the ten attributes of the research. The results of the respondents are as follows: Based on the survey responses, it is evident that Shopee is the preferred platform for customers to shop for bed linen. With an average score of 4.44 and a majority of respondents strongly agree that Shopee stands out as the most favored online marketplace among customers. This indicates that Shopee is an effective and suitable distribution channel for Beddo Chingu to sell its products. Tik Tok Shop emerges as the second most popular platform among customers, with an average score of 4.02. Tik Tok's growing popularity and influence in the e-commerce space make it an option for Beddo Chingu to consider as an additional selling platform. By leveraging Tik Tok's user base and interactive features, Beddo Chingu can potentially reach a wider audience and tap into new customer segments. Instagram, with an average score of 3.98, secures the third spot in terms of customer preference for shopping bed linen. Instagram's visual-centric nature and its popularity among younger demographics make it a valuable platform for Beddo Chingu to showcase its products and engage with potential customers. Other platforms such as Tokopedia, Pasar, Facebook, Lazada, Brand Website, and the mall also received relatively positive scores, indicating some level of customer interest and engagement. However, they rank lower in comparison to Shopee, Tik Tok Shop, and Instagram.

Promotion
The results of the respondents' thoughts on the promotion are presented in accordance with the twelve attributes of the research. The results of the respondents are as follows: Based on the survey results, it is clear that Shopee ads are the primary source of information for respondents regarding similar bed linen products. With an average score of 4.39 and a majority of respondents agree that Shopee ads play a significant role in creating awareness and influencing customer perceptions. Influencers also have a significant impact on customers' knowledge of similar bed linen products, with an average score of 4.27. Collaborating with influencers can help Beddo Chingu reach a wider audience and enhance brand visibility. Tik Tok emerges as another valuable channel for information, with an average score of 4.19. As Tik Tok continues to gain popularity, leveraging this platform for promotional activities can help Beddo Chingu capture the attention of potential customers and effectively communicate its product offerings. While Instagram ads, Twitter, events, Facebook ads, word of mouth, and YouTube also play a role in providing information to customers, they received comparatively lower average scores. However, it is still important for Beddo Chingu to maintain a presence on these platforms and explore ways to optimize their promotional strategies. The majority of respondents agree that Beddo Chingu often provides discounts for certain products with an average score of 3.90, it can be concluded that Beddo Chingu effectively communicates its product promotion discounts to customers. Also based on the respondents' responses, it appears that the perception of Beddo Chingu's ads on Twitter is not favorable. The majority of respondents disagreed with the statement, indicating that they do not often come across Beddo Chingu's ads on this platform. This is further supported by the neutral response from a large number of respondents. The average score of 2.96 indicates that Beddo Chingu's promotions on Twitter do not effectively reach the intended audience. This indicates a lack of consistency and failure to maintain a proper promotion schedule on this platform.

Interview Results
Based on interviews with existing customers of Beddo Chingu, it is evident that the product is highly regarded for its quality, durability, and comfort. However, customers expressed a desire for more variety in pattern designs, particularly floral patterns. The packaging and customer service of Beddo Chingu received positive feedback. Customers primarily purchase bed linens from online platforms such as Shopee and TikTok, and they appreciate affordable pricing and promotional offers. They expressed interest in frequent promotions, giveaways, and live streaming events. The majority of customers were not familiar with Beddo Chingu ads on social media, emphasizing the importance of stronger advertising efforts and engaging content. Based on interviews with potential customers, a customer's purchase decision-making process starts with realizing the need for bed linen and seeking information through influencers, online marketplaces, and recommendations. Quality, pattern design, price, and

SWOT Analysis
After analyzing both the internal and external conditions of Beddo Chingu, a SWOT analysis will be conducted. This analysis is used to evaluate a company's internal strengths and weaknesses, as well as external opportunities and threats. The SWOT analysis of Beddo Chingu is as follows:

Root Causes Analysis
The problem faced by Beddo Chingu is fluctuating in sales, which tend to decrease. Fishbone diagrams will be used in this research to identify root causes of fluctuating sales. The diagram of root causes analysis for Beddo Chingu main problem is presented on

TOWS Matrix
The TOWS Matrix, also known as the SWOT Matrix, is a strategic tool that helps organizations identify strategic options based on an analysis of internal strengths and weaknesses, and external opportunities and threats. By combining these factors, the TOWS Matrix provides a comprehensive framework for developing strategic insights and making appropriate decisions. In the case of Beddo Chingu, the TOWS Matrix can be used to identify and evaluate strategic options that leverage the company's strengths to capitalize on opportunities, address weaknesses to mitigate threats, and synchronize internal capabilities with external factors. The TOWS Matrix for Beddo Chingu is as follows: Based on the TOWS matrix table above, the results show several new marketing strategies that are suitable for use in Beddo Chingu and have been analyzed based on its external and internal conditions.

Proposed New Marketing Strategy
This subchapter will describe how an improved marketing mix strategy was proposed based on the TOWS matrix that comes from internal factors (strengths and weaknesses) and external factors (opportunities and threats) in SWOT. Based on the TOWS matrix, suitable marketing strategies classified into the marketing mix 4p will be proposed to increase sales of Beddo Chingu. The following is Beddo Chingu's proposed new marketing mix strategy.

Product
Based on the research findings, the products offered by Beddo Chingu have good quality, comfy, have neat stitching, have long lasting durability, and are at an affordable price. Therefore, Beddo Chingu products are still lacking in terms of design pattern variations and product stock availability. In order to reach the goals, it would be better for Beddo Chingu to develop a product and look for other alternative vendors. • Product development in term of pattern design variation As mentioned previously, customers said that they were satisfied with the existing quality and price offered by Beddo Chingu but not the variety of pattern design. According to customer interviews, consumers' desire for Beddo Chingu will create additional pattern options. With several color and pattern variations to pick from, it might be easy to make a purchasing decision because average customers and potential target customers choose the bed linens that match the condition of the room decoration. As a result, Beddo Chingu needs to innovate its product pattern in order to differentiate itself from the competition. This must be done in order for Beddo Chingu products to be accepted in the market and increase its competitive position.

• Looking for Alternative Vendor
According to the research, customers and potential customers desire a variety of designs. Most of them like pattern designs such as floral, cute character, and abstract design. Beddo Chingu needs to find another vendor who offers designs that are never used by other competitors. So that Beddo Chingu product can differentiate from others and become a pioneer. Other than that, the issue faced by Beddo Chingu was the availability of the product stock itself is sometimes limited due to the long production process, so the production vendor cannot fulfill the request from Beddo Chingu. To control the production

Price
Based on the analysis results, it is evident that customers perceive Beddo Chingu's product prices as affordable compared to competitors. This positive perception indicates that Beddo Chingu is successfully aligning its prices with market standards and meeting customer expectations in terms of affordability. The fact that customers are satisfied with the price offered by Beddo Chingu further strengthens the company's ability to keep in line with current prices.
• Keep in line with market price Customer satisfaction with pricing indicates that Beddo Chingu's pricing strategy is received well with its target market, creating a perceived value that justifies the price of its products.Furthermore, the agreement among customers that the price of Beddo Chingu products is affordable for the expected quality and benefits demonstrates the company's ability to find a balance between pricing and the value proposition it offers. This alignment between price, quality, and perceived benefits is crucial for maintaining a competitive position in the market and ensuring customer satisfaction. Beddo Chingu can maintain current market rates by continually meeting customers expectations and offering affordable prices that are seen as reasonable for the quality given. The positive feedback from customers not only demonstrates the efficiency of Beddo Chingu's pricing approach but also provides an opportunity for the company to expand its market position and attract new customers who value affordability without sacrificing product quality.

Place
Based on customer interviews and surveys, Shopee is the most popular channel for purchasing bed linens. Followed by Tik Tok, Instagram, Tokopedia, Pasar, Facebook, Lazada, Brand Website, and Mall. According to research by Katadata, the most visited ecommerce site in Indonesia in 2022 was Shopee, with 191 million visitors, followed by Tokopedia, Lazada, Blibli, and Bukalapak. Beddo Chingu's main channel for promotion is currently Shopee, indicating that the platform used is already in accordance with the results of this research. As a result, Shopee would be an appropriate channel for selling the products. Other than Shopee, Beddo Chingu products can be found on other distribution channels like Instagram and Twitter. According to the survey, TikTok is the second preferred channel for purchasing bed linen, but Beddo Chingu is not currently active on TikTok. Beddo Chingu may be able to take advantage of this opportunity to increase awareness among potential customers.
• Sign up a store on Tik Tok TikTok Shop is considered to be gaining traction in Indonesia's digital ecosystem. The ease of shopping with a short video social media service allows this TikTok function to provide not only a desired product but also an enjoyable shopping experience. The convenience of shopping via a short video social media service makes this TikTok feature a threat to major e-commerce businesses Therefore, Beddo Chingu can take advantage of this trending application to register a store on Tik Tok in order to reach more customers.

Promotion
According to the findings of this research, Beddo Chingu's promotions are quite rare in comparison to competitors, resulting in a lack of brand recognition. In addition, some respondents thought that Beddo Chingu's content was not effective at communicating the value of its products. Based on responses from potential consumers who were interviewed, respondents said Beddo Chingu has to communicate and show the value of its products more so that people will understand the advantages of products. According to surveys and interviews, the majority of respondents learned about the similar product and brand from Shopee ads, followed by Influencers, Tik Tok, Instagram ads, and others. Therefore, Beddo Chingu needs to carry out a new improvement marketing strategy so that it can increase brand awareness and achieve good sales. Following is the proposed marketing strategy for Beddo Chingu that will be used in the future.
• Optimize Advertising in Shopee Based on the research findings, it is evident that Shopee is the primary channel through which the majority of respondents obtain information about bed linen or brands. This emphasizes the significance of having a presence on Shopee, as it is a suitable platform for selling Beddo Chingu products. Beddo Chingu should focus on optimizing its advertising efforts in order to maximize the potential of Shopee as a sales channel. It is mentioned that previous Shopee advertising was carried out with auto-select search keywords determined by Shopee, and Beddo Chingu was not aware of the specific search keywords suggested by the platform. As a result, there is a need for optimization in the advertising process. Using keywords that consumers regularly use while searching for bed linen is one approach to optimizing Shopee advertising. Keywords such as "Sprei," "Sprei aesthetic," and "Sprei floral" can be used in Beddo Chingu's Shopee advertising, for example. Beddo Chingu can raise the visibility of its products and improve its chances of reaching its target audience by aligning the keywords in the ads with common consumer search phrases. Additionally, it is important to ensure that the store and product information on the store description and product description pages contain relevant keywords. Beddo Chingu can improve the search engine optimization (SEO) of its Shopee ads by using keywords that appropriately describe the store and product offerings. This optimization may increase the visibility of Beddo Chingu products in search results, increasing the chances of acquiring new customers. Overall, Beddo Chingu may improve its exposure and the effectiveness of its advertising efforts on Shopee by optimizing the usage of keywords in Shopee advertising and aligning them with customer search behavior. This strategic strategy can assist Beddo Chingu in maximizing its Shopee existence, reaching a larger customer base, and eventually generating sales and growth.

• Create Creative Content
Based on the survey and interview, potential customers find that the content of Beddo Chingu does not effectively communicate the benefits and additional value of products. In order to effectively communicate the value and competitive advantages of Beddo Chingu, Beddo Chingu must be able to create content that can engage customers' feelings about owning the product. Beddo Chingu can use interesting photos or short videos to tell stories related to bed linen or sleep, one of which is to create a story about the changes in sleep atmosphere and visualize the product's advantages. With such a content, users feel invited to follow a visual journey by feeling every part of the story.

• Hiring Content Creator
Beddo Chingu has difficulties developing appealing content owing to poor management capabilities in content development knowledge, so the content shown does not attract many customers. Meanwhile most potential customers prefer to find information about bed linen through social media content. As a result, in order to meet potential customers' wants, it is indeed essential to hire a dedicated content creator to handle the company's content activities. This content creator will play a crucial role in addressing the existing content development knowledge gap and meeting the wants of potential customers.

• Collaboration with Influencer
Based on the results of the interview and survey, it can be seen that respondents get information about bed linen brands, one of which comes from Influencers. By using Influencers, potential customers can find Beddo Chingu products and buy them. Currently, Beddo Chingu does not collaborate with any influencers, unlike competitors who even have brand ambassadors. In addition, they can promote Beddo Chingu's bed linens among their fans. Working with Influencers can be an opportunity to widen reach and increase customer trust in the brand. In addition, they can help introduce Beddo Chingu's bedding products and recommend them to their followers. Therefore, Beddo Chingu needs to collaborate with influencers to increase traction.

• Conduct Live Streaming
Live streaming on Shopee and Tik Tok can be utilized to promote sales. Beddo Chingu can use the live streaming feature to do product reviews, directly answer consumer inquiries, and provide additional product information. This can help increase customer trust and engagement with the brand. Furthermore, Beddo Chingu could offer special offers such as discounts or giveaways via live streaming. Live streaming is supposed to raise customers' awareness of the product and encourage them to buy it.

• Hold a Giveaway
Based on the research findings, most customers want more promotion from Beddo Chingu. Beddo Chingu will hold giveaways where customers have a chance to win free bed linen or other related products. This will be done through Shopee or Tik Tok Live. It will encourage customers to participate by following, tap like, and share the current Live. This will increase brand awareness and interact with customers to try the products offered by Beddo Chingu. To keep repeat customers, Beddo Chingu will apply a loyalty program specifically for the purchase of bed linen. Beddo Chingu will offer incentives such as discounts, exclusive offers, or free products to customers who purchase products often. A points-based system will be applied to this program where customers can accumulate points with each purchase and redeem them for rewards. This is expected to encourage repeat purchases and build customer loyalty.

CONCLUSION
In the research conducted, the author has gained insights into both the internal and external conditions of Beddo Chingu current state. At present, Beddo Chingu's competitive position is relatively weak compared to its competitors. The brand suffers from low awareness among consumers. Beddo Chingu still lacks in promotion compared to other competitors. Furthermore, Beddo Chingu encounters a disadvantage in terms of pattern designs offered, as they are relatively limited compared to its competitors who provide a wide array of design options. However, on the positive side, Beddo Chingu leads in offering affordable prices compared to its competitors. Beddo Chingu's external conditions are characterized by intense competition resulting from low entry barriers in the bedding industry. Beddo Chingu faces the challenge of differentiating itself from competitors to attract consumers. As a new player, Beddo Chingu was positioned at a high level of competition in the industry and needed to work hard to carve out a significant role. The researcher identified various root causes that caused Beddo Chingu's fluctuating sales. The first is that Beddo Chingu products lack variation in design patterns and have limited product availability due to the lengthy manufacturing procedure. Following that, Chingu products are mainly available on Shopee, Twitter, and Instagram, while the majority of current and potential customers prefer to shop for bed linen on Shopee and Tik Tok. The biggest issue that Beddo Chingu is facing is a lack of promotion, which has resulted in low brand awareness. Beddo Chingu lack of promotion, specifically in handling of Shopee ads, content, and sales promotion. In addition, due to Beddo Chingu's management's limitations in terms of creating creative content. The content provided by Beddo Chingu fails to properly convey the advantages of the product. Based on the TOWS Matrix analysis conducted for Beddo Chingu, several new marketing mix strategies can be identified to align with the company's internal strengths and weaknesses, and external opportunities and threats. These strategies aim to optimize Beddo Chingu's marketing efforts, increase competitive advantage, and capitalize on market opportunities. The proposed new marketing mix strategies for Beddo Chingu to increase sales are product development in term of pattern design variation, looking for alternative vendor, keep in line with market price, sign up a store on Tik Tok, optimize advertising in Shopee, create creative content, collaboration with Influencer, conduct live streaming, hold a giveaway, and create loyalty program.