PROPOSED MARKETING STRATEGY USING NEW WAVE MARKETING APPROACH FOR NEW BEVERAGE PRODUCT (SB CASE)

• Main Author: Jefferson, Michael
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42605
• Institution: Institut Teknologi Bandung

SB was launch at the end of 2016 by PT ABX. SB was still struggled to develop cider category in Indonesia as well as overcome Albens volume as its sole competitor. In 2019, ABX want to develop marketing strategy to grow cider category Indonesia and becoming no. 1 Cider brand in Indonesia. Understanding all the complexity of government regulation, changing behavior of consumers, digitalization era, ABX insist on gaining awareness using social media. Data is collected through observation, interview and questionnaire. The collected data is analyzed using the deductive analysis method where the facts are analyzed with applicable marketing theories. These theories include internal analysis (STP Analysis, New Wave Marketing Mix, and Resource Based View Analysis) and external analysis (PESTLE Analysis, Porter Five Forces, Competitor Analysis, and Quantitative Survey Analysis). According to 12C’s of New Wave Marketing, SB’s marketing strategies are optimizing search engine and interaction through Instagram to gain reviews, create creative contents, sponsoring KOL, participate on local community, install permanent visibility and menu in the outlets, setting new price at premium segment, initiate waiter recommendation program, and build activation platform. All initiatives to win consumer through social media will be implemented within six months.