PROPOSED MARKETING STRATEGY PLAN FOR NEW HEALTHY SNACKS PRODUCT (CASE STUDY: LADIFA BITES IN LADIFA COOKIES)

• Main Author: Nurdina, Hana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38783
• Institution: Institut Teknologi Bandung

The development and growth of SMEs in Indonesia is increasing, especially in the food and beverage sector. One of the food and beverage industries is the pastry industry. Demand for cookies, especially during the month of Ramadan until Eid al-Fitr, is very high, but in other months it decreases, causing the company's revenue to be unstable. Then there needs to be a new product launch to add other revenue and further business development. To ensure the success of new products, an in-depth study is needed to develop an appropriate and effective marketing strategy. The theoretical approach used is internal and external analysis. Internal analysis uses STP analysis, Marketing Mix 4P analysis, and BMC analysis. External analysis uses Porter's Five Forces analysis, competitor analysis, and consumer analysis using a questionnaire. After that, a SWOT analysis was carried out which was then processed using TOWS analysis to obtain the right marketing strategy for Ladifa Bites. Based on the use of these discussion methods, the proposed marketing strategy is obtained, those are product development using innovation, employing nutritionists, partnerships with other parties and promotion strategies through social media and events. From that strategy, we can draw some conclusions that Ladifa Bites can take to apply in his business, those are developing new variants, consignment strategies, partnerships with communities, Go-Food partners, employing Nutritionists, giving products, providing testers, bazaar events, endorsements, and digital campaign. This is expected to maximize the business profits of Ladifa Bites.