PROPOSED DIGITAL MARKETING STRATEGY FOR BABY DISPOSABLE DIAPERS PRODUCT IN PT. CAHAYA

• Main Author: Shinta
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42450
• Institution: Institut Teknologi Bandung

Much of the technology especially digital is now affecting Fast Moving Customer Good (FMCG) industry including diapers product. PT. CAHAYA is a Fast-Moving Consumer Good (FMCG) which sells disposable diaper product for children and adult. Increasing of smartphone user, internet penetration and using of social media, and supported by high birth rates and increasing in purchasing power, make the issues is on the marketing and sales that are crucial to the long-term program of the future sustainability of the company. PT. CAHAYA wants to increase sales and reach more consumers and new market across Indonesia. The final project is focused in the digital marketing strategy for PT. CAHAYA. The framing of business strategy development is done through data collection by interviewing Head of Commercial of PT. CAHAYA and followed by internal and external condition analysis related to the company. Internal analysis is based on STP and Marketing Mix. External analysis is based on Porter Five Forces and PESTLE analysis. A qualitative method is used to analyze and incorporate the primary data collected through interviews which was done with three expert interviewees from three different FMCG company and twenty-five women who have minimum one infant and or toddles and have minimum one social media account in Jakarta area to get additional data to support digital marketing strategy for PT. CAHAYA. The business solution in developed using TOWS Matrix and for digital, using RACE Planning System. RACE Planning has four stages; Reach with social media, Act with content marketing, Convert with sale in offline (supermarket and minimarket) and online (e-commerce), and Engage which will be converted to new product development, social media, content marketing, sales in offline and online strategy (O2O) and with initial stage of Plan that create overall strategy and will be synchronized with the results of interview. Implementation includes an application of digital marketing theory, strategic framework, primary research findings to the case study, and author’s own input and contribution. The study shows that by adopting a digital strategy, PT. CAHAYA can take advantage of an effective and systematic approach to building, developing and managing digital marketing.