Proposed Marketing Strategies to Increase Sales and Awareness on Paper Wallet

• Main Author: Dewa Pratama 29116546, Angga
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25575
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> Little Big Paper is an online paper fashion store that sell wallet as their core product. Established in 2015 with curiosity about finding a better way to make wallet thinner and more simple. What make this unique product is because of made from unique paper material which give a unique and new experience in using a wallet. Using strong and water resistant paper is one of our value proporsition to get customer’s attention and win their heart to fill their curiousity. <br /> <br /> Author has some problems in doing this business in how to increase the sales from promotion and branding strategies. Because we realize that this kind of product has a unique approach to introduce to the customers, because this is made of paper, where known as a crumbly material. So author want to make good perception about this paper product. And also we want to widen the distribution channel through online and offline. <br /> <br /> We use some tools to analys Little Big Paper using internal and external analysis such as BCM (Business Canvas Model) which mapping Little Big activities process, STP (Segmenting, Targeting, and Positioning)focusing on student and gen z as the prime market, competitor analysis that showed their strength at distribution and innovation, and followed by SWOT analysis which showed that Little Big actually has many opportunities that can be generated into sales, TOWS analysis by combining SWOT analysis, author can defined some new strategies in customer management. And from all those analysis author can describe the further step in developing Little Big Paper promotion and distribution. <br /> <br /> Result from the tools are we found some potential strategies that we can apply in the furthter time, about promotion, branding, and distribution. Little Big will do some marketing strategies such as refferal and point collection, endorsement, quiz, paid promote, loyalty reward, guarantee, and online direct offer.And some branding strategies such as design a new packaging, make attractive social media, exhibition, join competition, consignment store, brand ambassadors, and collaboration. <br /> <br /> Implementation will be conducted strart from July 2018 devided by marketing and branding strategies that we believed able to increase customers awareness and sales. To support the strategies we also need some capable human resources and equipment that fit with Little Big Paper needs in current situation. We have estimated budget to do all those activities. Those activities required Rp 51,900,000,- for the next 6 months, that will give return at least 3 to 5 times from the budget we spend in 2018. <br />