PROPOSED MARKETING STRATEGIES TO BUILD AND MANAGE GOWELL BRAND EQUITY

• Main Author: Reinhart/ 29116082, Recki
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30280
• Institution: Institut Teknologi Bandung

PT. Indofood CBP SuksesMakmurTbk. Nutrition and Special Foods Division (ICBP NSF) is a private company in the field of Food and Beverages in Indonesia. In 2017, ICBP NSF has launched a practical breakfast solution product, under the name GoWell, a nutritious yet easy-to-serve cereal milk as a practical breakfast for children. <br /> <br /> <br /> Unfortunately, in the first six months after launched, GoWell brand equity is still lower compared to Energen, as current market leader. Energen is still (more than 60%) as the most frequent cereal powder drink brand to be purchased and consumed. This shows information regarding GoWell brand and products, collected from current marketing and communication strategies, has not been delivered well to consumers. In addition, all competitors have a strong and unique Unit Selling Point (USP). For example, Energen is considered as the top of mind brand among consumers and Entrasol is well-known for its functional benefits. Therefore to encounter all of these issues, massive brand knowledge and communication should be driven through a suitable marketing and promotional strategies. <br /> <br /> <br /> Furthermore, current market leader, PT. Mayora Indah Tbk., still dominating the market with 98% market share. Therefore, it is leading to a root cause: there is a gap between current GoWell marketing mix with the consumer buying decision process. In parallel with the growing number of internet users in Indonesia, consumer buying decision process and marketing world are all readily to evolve. Inbound (digital) marketing strategy is proposed as the business solution to resolve this issue, at which focusing in attracting, educating and empowering consumers. It has five steps (i) attract strangers to visitors (ii) convert visitors to consumers (iii) close consumers into leads (iv) delight the best leads and (v) monitoring and analysis of each step. <br />