PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE REVENUE (CASE STUDY : SAFANA GIFT BOX)

• Main Author: Riksanagara / 29115542, Rizkika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30587
• Institution: Institut Teknologi Bandung

Safana Gift Box is a company that engaged in the creative industry, which is customized paper box making service . The company was established in 2016 in Bandung.. Safana provides custom box for cookies and cakes box, wedding gifts box, perfume box, hampers, and other custom boxes. Other than custom paper box, Safana also provides custom box from other materials, such as acrylic, leather layer box, etc.As for the business process, Safana Gift Box products are made by orders from the clients. So Safana did not stock the products for sale but only for examples or display. Currently Safana’s clients mostly from companies such as cake shops, banks, offices, etc. <br /> <br /> In the third year of the journey, Safana still seeking for brand awareness. Currently Safana still lacks of marketing channel, all this time the company survive by relying from orders that majority come from brokerages while the order that comes from direct customer is still low. The condition is not good because if the order come from the brokerage, Safana only gets low margin. Orders that come from brokerage only use Safana service. Safana cannot retain profit from the materials purchase because the brokerage supply all the materials that needed for the order. This has an impact on the company profit. There are many orders but the profit is low because the brokerage gets most of the profit. The company must develop a business strategy as a solution for the current issues. <br /> <br /> In order to obtain the right solution for the company, this research also needs good data. This research uses primary and secondary data.. The primary and secondary data will be used to analyze the internal and external condition of the company. Porter’s Five Forces and PEST Analysis are the tools to analyze external environment of the company. To analyze the internal environment, this research uses Business Model Canvas and Consumer analysis. The result of the analysis will be formulated to SWOT Matrix to identify the root cause of the current business issues. <br /> <br /> Based from the analysis, the main cause of Safana Gift Box is the company cannot captures the opportunities in the industry because it lacks clear and planned marketing strategy. From the result of analysis, the best strategy that matches Safana Gift Box condition is Digital marketing Strategy. The strategy uses AISAS as a framework for digital marketing strategy for the company to achieve high sales performance. Instagram, and Facebook will be used as the main platform to advertise the brand while Youtube, LinkedIn and Email will be used as the second platform to support the digital marketing strategy. The proposed digital marketing strategy will be made for 6 months period. <br />