PROPOSED MARKETING COMMUNICATION STRATEGY TO ATTRACT AND PROMOTE HEALTHY PRODUCTS FOR “TOOMAT”

• Main Author: Virtuecrat, Laksamana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41122
• Institution: Institut Teknologi Bandung

The contribution of food and beverage industry to the national GDP was 6.21%. It becomes good opportunity for F&B industry in Indonesia. Toomat is one of the smallmedium enterprises that was initially engaged in healthy drinks, by making of a ColdPressed Juice. In its development, Toomat developed other healthy food products. Toomat was established in the early 2018. However, this business is still struggling with its business model. This business also has tried several marketing communication activities but did not generate effective result. Ineffective marketing communication experienced by Toomat indicated by sales decline from the early month of selling. This research aim is to identify the factors attract customer and the suitable marketing communication strategy for Toomat. Internal and external analysis are used in order to determine the cause of lack of demand. Internal analysis that used are VP Canvas, Marketing Mix, and SWOT. While, external analysis instruments used in this research are Five Porter’s Model and Benchmarking. Based on those analyses the solution for the problems is identified with TOWS Matrix. Afterwards, this research used Business Model Canvas and Integrated Marketing Communication to proposed new strategy. In order to formulate a proper marketing communication, a research is conducted through qualitative research by using in-depth interview with various respondent, including F&B business owners to design better marketing communication strategy. The analysis showed that the effective communication channel is advertisement in Instagram Ads. Based on the result, the proposed IMC was designed to solve the business issue. Beginning with identifying the target audience and determining the communication objectives. After that, company could prepare communication content which had strong, positive, and appealing message about healthy lifestyle. Online marketing, sales promotion, and event marketing were chosen as proposed Integrated Marketing Communication. The proposed strategy should increase product sales and reduce the amount of loss in the future. The proposed solution will help company to use marketing budget wisely. In addition, this research is restricted for health and beauty enthusiast because most Toomat’s products are design to promote with healthy lifestyle.