PROPOSED DIGITAL MARKETING STRATEGY FOR PALZA

• Main Author: Taufiq
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46734
• Institution: Institut Teknologi Bandung

PALZA is a food company that sells dumpling snacks. Dumpling snacks flavored with cheese and spicy flavor. In addition to being a snack that is consumed directly, Palza also can be a side dish such as chicken noodles, meatballs and fried rice. When it was founded in 2019, the Palza is currently distributed in cafes, shops, coffee shops in Bandung. However, while the business was running, Palza did not experience an increase in product sales and marketing. This is because Palza does not use digital media promotion. The growth of consumer awareness of Palza products is very low. So the research aims to determine the cause of the lack of consumer awareness of Palza. This researcher aims to propose a digital marketing strategy to be a solution to solve Palza's problem. The method used by researchers is qualitative and quantitative methods. Quantitative methods are used to obtain primary data for analysis of potential and regular customers by distributing questionnaires, while the qualitative method is used to obtain primary data from interviews with the owner and observation. To support this research method, secondary data are needed such as journals, literature, and previous research. The collected data is then used to make internal and external analysis. Internal analysis includes STP analysis, Marketing Mix and Digital Marketing. Then, external factors will be analyzed using Consumer, Competitor, and Porter Five Forces analysis. After the analysis is done, researchers use SWOT to see the strengths, weaknesses, threats and opportunities for Palza. Then to analyze the root of the problem, this study uses a fish bone diagram / Ishikawa method.The company's main problem is the lack of promotion on social media using advertisements, lacking photo or video content for promotion, and Palza has no web. So the researchers propose solutions to solve these problems. The researcher made a planning table and planning costs to build a website and advertise on social media such as Facebook ads, Instagram ads, Twitter ads, Youtube ads, create visual content for social media, Endorse selebgram and School event.