MARKETING STRATEGY OF TUMBLER IN BANDUNG AND JAKARTA USING 4P MARKETING MIX STRATEGY

• Main Author: Nandiwardhana, Rizky
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46501
• Institution: Institut Teknologi Bandung

Consumption of bottled water in Indonesia makes the country the fourth highest plastic bottle user in the world. In response to the large amount of plastic waste, the government established the "One Million Tumbler Generation Movement without Plastic" movement which aims to increase public awareness to limit the use of plastic packaging. Tumbler is a beverage container that can be used in a sustainable manner that is commonly used for various types of drinks from mineral water, coffee, tea, and others. On the other hand, the tumbler industry shows good market growth. This has an impact on the number of competitors that compete in tumbler products to reach consumers. As a new company that aims to enter the market, it is necessary to design a marketing strategy that has its own competitive advantage in the market. The results of segmentation using cluster analysis revealed five segments with the selected target market being the second cluster, namely the High-Budget Uniquely Designed Customer. Competitive advantage used is the advantage of product differentiation with a value proposition a tumbler product that is environmentally friendly, unique, and provides promos at various coffee shop places. The proposed product strategy used is to create products that can be customized and provide promos at various coffee shop partners. Products will be sold using the indirect channel approach through coffee shop partners and online and the price of the product is determined based on the market based approach through WTP, which is >Rp.200,000. Lastly, the promotion strategy that will be used is word of mouth through social media and influencers.