PROPOSED MARKETING STRATEGY TO INCREASE SALES OF KUKII JAPANESE CHEESECAKE

• Main Author: Satya, Bagus
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46621
• Institution: Institut Teknologi Bandung

Culinary industry is one of the fastest growing industries in Indonesia, especially in cake industry in Bandung. A lot of Indonesian celebrity made this kind of cake that affect cake competition in Bandung. One of cake producer in Bandung, Kukii Japanese Cheesecake have the difficulty to overcome this problem, that make their sales decrease each year. Based on in depth- interview with some of target consumers of Kukii Japanese Cheesecake, there are so many persons that didn’t know about Kukii Japanese Cheesecake. Then there needs to be a marketing strategy to help Kukii Japanese Cheesecake increasing their revenue.The theoretical approach used internal and external analysis. Internal analysis Marketing Mix analysis, meanwhile external analysis uses PEST analysis, porter’s 5 forces analysis, and competitor analysis. After that, the researcher combines internal and external analysis to analyze the root cause of the problem and make strategy using TOWS analysis based on strength, weaknesses, opportunities and threat.The results tell us that the root cause of decreasing sales of Kukii Japanese Cheesecake is the placement, promotion and product itself. The placement is far from crowd so the consumers hard to visit the store. The promotion itself is not fit with the target, they pick endorser who didn’t fit with food and cake. Other than that the product itself is less differentiated with other product, so there is no reason for consumers to pick Kukii Japanese Cheesecake.Proposed marketing strategy have to be develop based on the actual condition of Kukii Japanese Cheesecake, which are product development strategy, promotion strategy through online marketplace strategy, the right endorser strategy, join strategy and bringing up the tagline “Original Indonesia’s brand” strategy. Product development strategy need to be developed to answer the less differentiated product of Kukii Japanese Cheesecake. Promotion strategy through online marketplace need to be develop to answer the condition of placement of Kukii Japanese Cheesecake. The right endorser strategy need to be developed to answer the promotion problem of Kukii Japanese Cheesecake. Other than that join strategy with Ina Cookies need to be developed to promote Kukii Japanese Cheesecake, so consumer will aware that Kukii Japanese Cheesecake is a part of big cake producer. This is expected to increase the revenue of Kukii Japanese Cheesecake