MARKETING STRATEGY FOR A NEW ONLINE BUSINESS CASE STUDY PAMPERPOP.COM

• Main Author: MURTI SURYANINGRAT (NIM 29115477), WISNU
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31670
• Institution: Institut Teknologi Bandung

Pamperpop is a new online platform based in Indonesia that connects beauty and personal care service providers like salon, nail shops and other beauty services to the end customers. The business idea was inspired by Zomato, an online platform for restaurant search and discovery service. There are some competitors in the market who provides services alike Pamperpop, but they are all new players who still build their customer base. This condition puts Pamperpop in a fierce competition and forces the company to be innovative in penetrating the market. <br /> <br /> Considering the service provided by Pamperpop, there are two markets to be penetrated by the company. First market is the service providers who will become the tenant, and second market is the end customers who will become the user. Pamperpop has done some marketing activities to penetrate both markets; however the results were far from expectation. The acquisition rate did not meet the target. Pamperpop needs to revisit their marketing strategy in order to stay competitive in the market. <br /> <br /> This article describes the analysis on the Business issues faced by Pamperpop especially challenges in the market penetration. Author identified the root issues by using selected frameworks, including Porter’s 5 Forces, Business Model Canvas, S-T-P analysis, and Marketing Mix. Authors found that Pamperpop put toomuch focus on the product development rather than identifying customer needs when building this business. Lack of customer discovery and validation created a gap between the product solution and customer problem. Pamperpop also has no sound marketing strategy to enter the market. <br /> <br /> In order to solve the identified problems, author used the New Wave Marketing framework to formulate suitable marketing strategy for Pamperpop because the framework is relevant for technology and internet based business model that has horizontal communication in nature. Author use theresult of New Wave Marketing analysis to refine the existing business model. This combination introduces clear positioning and supported with strong differentiation to help the company outperform from the others. <br /> <br /> As a startup, Pamperop should put promotion as the top priority. The solution’ set aims to achieve Low Budget and High Impact marketing techniques with the Combination of Above-The-Line and Below-The-Line approaches.