PROPOSED MARKETING STRATEGY FOR START-UP BUSINESS : A CASE STUDY OF STAY DRINKS

• Main Author: Syahid Azhari, Erfan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38721
• Institution: Institut Teknologi Bandung

Food and beverages industry, especially beverages business utilize water as the main raw material. The market for beverages in Indonesia can be divided into non-alcoholic and alcoholic beverages. Tea beverage dominate retail sales of non-alcoholic beverages in Indonesia in terms of volume, with 2.26 million liters sold respectively and in terms of total sales value, amount USD 2.1 million, in 2015. Stay Drinks is start-up business in beverage industry, and established since August 2018 and located at 20 C Solontongan Street, Bandung. Stay Drinks offered beverage products that currently popular nowadays, such as tea. Furthermore, Stay Drinks value is not only to offering beverages, but also to raise a bigger community in the future initiated by young generation, by provided outlet that can fulfill their needs of place to study outside school or college, or for entertainment purpose. Currently, food and beverages business is classified in the industry called “red ocean” because of the food and beverages industry has a fairly high competitive level. Beverages product has a huge quantity in the market and also has a similar customer segmentation among each other. Stay Drinks is still consider as a new business, and don’t have a strong brand awareness compared with other popular brands. Therefore, it is important for Stay Drinks to proposed marketing strategy to increasing brand awareness and improving their sales in order to survive in beverages industry, especially in Bandung. This research utilize several steps that summarized into conceptual framework. External analysis conducted with Porter Five Force, Consumer and Competitor analysis, while internal analysis incude STP analysis and Marketing Mix 4P. There are two types of data, which are the primary data obtained from qualitative methods through observation and interview, and quantitative data sourced from questionnaire. The secondary data obtained from journals, text book, internet, and company internal data. Furthermore, Stay Drinks marketing strategy could be propose, based on business solution which contain further consumer and competitor analysis, SWOT analysis, Benchmarking, and new Marketing mix 4P. Therefore, Stay Drinks marketing strategy, consist of collaboration with company business partner to hold an event or bazaar as new distribution channel, gain partnership with influencer and food vlogger through endorsement, maintain existing promotion, such as discount promo and free beverages campaign, launch new product campaign such as customization of beverages, added more promotional tools, and provided unique promotion content through competition.