DEVELOPING MARKETING STRATEGY TO IMPROVE PROFITABILITY (CASE STUDY: PIXTO WORLD)

• Main Author: Ramadhia, Fadel
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39097
• Institution: Institut Teknologi Bandung

Start-ups are faced with various challenges and uncertainties, therefore a comprehensive marketing strategy must be developed to support the current challenges. Today's business is very uncertain, customers become smart to choose products, consumer behavior can change at any time, economic conditions cannot be predicted, technology develops rapidly and competition is very tight. The purpose of this study is to explore effective strategies to increase Pixto's income. The research methodology was carried out using a literature study approach and in-depth interviews to explore the most effective strategies for Pixto. in order to maintain its existence and creates sustainable business, Pixto store did not have any clear marketing strategy because their customer are becoming better informed, better connected, more communicative, and more in control than ever. They’re more in control through the ability not only to personalize their information and entertainment consumption, marketing messages, and the products and services they buy, but also to gain satisfaction on demand. After the SWOT analysis is determined, Pixto can make a TOWS analysis that aims to make a strategy that must be done by the Pixto. The strategy that must be done is Marketing with digital marketing which consists of social media, marketplace, and website creation and the new marketing mix proposed for the Pixto Store consists of products, prices, and promotions. A product proposed in this study is about packaging and labels hangs. Pixto must keep prices affordable because of the purchasing power of the Indonesian people. Promotional activities that must be carried out are through discounts and events. The proposed marketing strategy consists of digital marketing through social media, online markets, and websites. The social media used as a marketing channel is Facebook and Instagram because the site is the most active and favorite social media in Indonesia. Creating a website is very important for Pixto to provide information about its business to convince and build trust in customers. Promotional activities that must be carried out are through discounts, photogragi exhibitions, giving vouchers and distributing brochures. Discounts proposed in this study consist of the number of seasonal discounts and discounts such as new year discounts, valentine discounts and Iedul Fitri discounts. Pixto can also take part in various photography exhibitions with the same target segments and promotions through vouchers and distribute brochures at events held in various wedding organizer or campus graduation event. With apply The proposed strategy in this research, Pixto expected able to compete in the market and create sustainable business. Besides that, Pixto expected could known by Indonesian society and company this could obtain sales volumes high.