BRANDING STRATEGY FOR SOCIAL ENTREPRENEURSHIP : A BENCHMARKING APPROACH FOR BUTUHDEKAT

• Main Author: rahman sulistian 29114438, diza
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26736
• Institution: Institut Teknologi Bandung

ButuhDekat is an application to connect traditional retail to their customers. The founder sees a phenomena that occured to traditional retail. The expansion of modern retails with huge capital support and a lot of facilities makes customers move from the traditional retail to the modern one. While these traditional plays an important role in Indonesian economy. Because many Indonesians still go to wet or traditional market. However the modern retail with its expansion slowly capture the market. Butuhdekat founders saw it as a problem to be solved. So the traditional retail can sustain in the future. <br /> <br /> <br /> ButuhDekat already run for 2 years. But the company has not performed well. It does not have many customers and users even though ButuhDekat already launch their application. The business already did some marketing activities to promote the app such as direct marketing effort to target market. But the result is not good after all. Therefore, the company needs to evaluate its strategy to attract more customers. Especially in branding and marketing activities. To determine new strategy for the company, the benchmarking approach is use in the study to take lesson learned from another established company. <br /> <br /> <br /> After researching 3 mature start up who focus on social entrepreneurs and also a technology based company, there are several patteren which can be apply in the marketing and branding strategy. On the strategic dimension, ButuhDekat needs to develop new Segmenting, Targeting, and Positioning first before they continue to the tactical aspect. ButuhDekat also needs to choose the potential area of the business. By choosing only 1 – 2 region in Bandung city. Thus the company can apply new marketing mix without risking many company resources. <br /> <br /> <br /> The new proposed marketing mix includes several changes in product, price, promotion, people, process, and physical evidence. Some highlight of new marketing mix are new features on the application such as Customer Service through instant messaging and the delivery option. The delivery feature is important to emphasize the intermediaries function of the apps and also become the payment channel for the company. The company also suggested to expand the services not only to traditional retails but also micro business such as warung nasi, warung lotek, or home made knitting producer. This strategy to aim bigger transactions that gives opportunity to get paid for the service. The next is the price aspect where the consumers not obligate to pay the service but persuade to pay as you like payment scheme. Beside the company will get paid for the service without pushing the customers, this method can become an alternative way to do price research. The new promotional activities will consist both online and offline. The direct approach to the users and customers is the main key of offline activities. While on the online side, the use of social media will be the main activities. Regularly updating company activities and creates emotional attachment material that will be uploaded in social media account. The process activities will become the founder job where he has to create standard operating procedure for company activities. Other main activities is training to team member about Customer Service and Sales. The team member should know that they are also the customer service and sales person of the company. Physical evidence plays an important role on how people will see the company. The company needs to set up headquarter around its service area. They also needs to place the signage so people can see the office and activities. Other creative ways to emphasize the physical evidence such as, decorating delivery vehicles, employee uniform, and stickers or small booth that collaboration with users.