PURR PURR PET ACCESSORIES PROMOTION PROGRAM BY DEVELOPING INSTAGRAM MARKETING STRATEGY
Purr Purr is a brand selling accessories for pet cats, and currently is focusing on cat collar product with custom name tag. Indonesia is becoming one of the biggest pet products market share in Southeast Asia. These pet products can be sold in many channels, and Instagram is one of the most powerfu...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/36343 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Purr Purr is a brand selling accessories for pet cats, and currently is focusing on cat collar product with custom name tag. Indonesia is becoming one of the biggest pet products market share in Southeast Asia. These pet products can be sold in many channels, and Instagram is one of the most powerful online channels with its 59 million monthly Indonesian users. Therefore, Purr Purr is targeting Indonesian market in Instagram platform.
Purr Purr products have been sold on the market since February 2018, and has been running 25 batches of pre-orders. The number of sales is significantly increased from 1st until 9th batch, but always decreased afterwards. The objectives in this final project are to find marketing strategy to be used to increase Purr Purr product sales, and measure its results for one-month implementation.
Based on competitor analysis and STP analysis in this final project conceptual framework, Purr Purr can be differentiated to its competitors by its price and service. Purr Purr’s brand positioning are: affordable, exclusive, responsive, easy, and guaranteed. Based on root cause analysis, low sales on Instagram is caused by ineffective inbound marketing and lack of outbound marketing.
Purr Purr uses content marketing strategy to reach effective inbound marketing, by mapping the industry, defining the marketing objective, describing the audience, planning the content, setting KPI (Key Performance Indicators) and measuring them. For outbound marketing strategy, Purr Purr uses social community recommendation, celebrity endorsement, and ads placement.
KPI for the marketing strategy consists of number of Instagram followers, Instagram engagement rate, and number of sales. After one-month implementation, the number of followers is increased 215% faster than the previous month. The engagement rate is increased to 3,91% for first nine days but decreased gradually after that. The monthly customers and products sold are increased by 384%.
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