MARKETING STRATEGY FOR SANITATION STARTUP CASE STUDY JAMBAN

• Main Author: Wahyu Perdana, Rudy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47559
• Institution: Institut Teknologi Bandung

Jamban is a startup company in Indonesia that operates in the sanitation sector, especially public toilets. Jamban provides services in the form of easy access to sanitation, especially public toilets that are clean, healthy and safe supported by internet-based technology and applications. The Jamban business idea emerged because the Jamban founders were concerned with sanitation problems faced by various countries in the world, especially Indonesia. Poor access to sanitation has proven detrimental to various sectors, ranging from health, the environment, tourism and other sectors. In Indonesia, Jamban is a pioneer startup that does business in the sanitation sector in Indonesia, especially public toilets, but in the world there are also a number of startups that do business in the same sector as Jamban. In running its business, Jamban offers products in the form of software in the form of applications on cell phones and also hardware in the form of renovated public toilets in accordance with standards issued by the Indonesian Toilet Association. Jamban has carried out several marketing activities to reach its target users, but the traction level of users of Jamban products has not met the desired target. Whereas the product offered by Jamban is one of the solutions needed for sanitation problems faced by its target users. Therefore, Jamban needs to review its marketing strategy in order to achieve the desired target. This article explains the analysis of the business problems faced by Jamban in terms of achieve the target traction of users of Jamban products. The author identifies the root problem faced by Jamban using several analytical frameworks, namely Business Model Canvas, Porter's 5 Forces, S-T-P analysis and Marketing Mix. The author also analyzes data from interviews with experts in the sanitation sector, survey data, company internal data, marketing channel data and also reviews libraries. From the results of the analysis, the authors found the problem that Jamban lacked focus in reaching its target users and implemented a vertical marketing strategy and did not optimize online-based marketing channels. In addition, there is a gap between the products offered and the needs and ability to pay for the target users of the Jamban products. To overcome the problems identified, the authors use the New Wave Marketing framework to formulate a marketing strategy that is appropriate for Jamban. The author considers this framework to be suitable for business models based on the internet network technology to reach the target user of products that have characteristics related horizontally as done by Jamban. From the results of the analysis and formulation using the New Wave Marketing framework, the authors find solutions to solve the problems faced by Jamban, among others by implementing a more horizontal marketing strategy by focusing on communitization, commercialization, curation, conversion, co-creation and collaboration, namely an active community approach especially through online platforms, the development of new features according to the needs of each user, the application of dynamic prices and free-premium concepts, and the implementation of word of mouth strategies. After doing the formulation and analysis with the New Wave Marketing framework, the authors propose improvements to the business model that has been run by Jamban. The application of the business model proposed by the author further shows the character of the Jamban with some additions in several aspects that increasingly make the Jamban not only able to solve the problems faced in terms of user traction, but also can optimize the business so that it is expected to be sustainable into the future.