PROPOSED MARKETING STRATEGY FOR HEALTHY SUPPLEMENTS PRODUCT START-UP COMPANY (CASE STUDY: PROUTINE’S READY TO DRINK WHEY PROTEIN)

• Main Author: Taufik Surya Gunawan, Mohamad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38996
• Institution: Institut Teknologi Bandung

Proutine Company is a start-up company in the health supplement drinks industry that has been established since august 2018 in Padalarang, Bandung Barat Regency. This recently established company sells health supplements drink with a product called whey protein. Whey protein is a supplement product to support the performance of the athlete and ordinary people when they workouts. Proutine is currently experiencing some issues that are quite arming. The problem that is being faced by Proutine Company such as a decline in sales figures, low brand awareness, lack of human resources to run this business and less of market penetration. Proutine Company currently only sells products offline, not yet expanding to the online market. This is challenge for the Proutine Company. This research uses qualitative data analysis method, begins with the process of identifying problems in the company through internal analysis of the company which using Marketing Mix 4P analysis and Segmenting, Targeting and Positioning (STP) analysis. Then proceed with external factors using Porter’s Five Forces and Competitor Analysis, then this research is reinforced by literature review and focused interview with the consumers in the Bandung Barat Regency, Cimahi City and Bandung City. This internal and external analysis then followed by SWOT Analysis and TOWS matrix analysis to help the researcher in making solutions. The results obtained from the analysis and interviews resulted in a new Marketing Mix strategy including improving product quality, making product innovations, collaborating with gym owners and personal trainers and utilizing technology by developing social media sites. The new marketing strategy action plan proposal for the Proutine Company implemented this planned and formulated strategy that was available for a period of one year. It is hoped that this plan can help Proutine companies to deal with every business problem they face to be better in the future.