DEVELOPING A CUSTOMER ACQUISITION AND CUSTOMER RETENTION STRATEGY FOR WELLNESS PLATFORM (A CASE STUDY: FITCO APPLICATION)

• Main Author: Mutiara Wibowo, Vanessa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47581
• Institution: Institut Teknologi Bandung

People nowadays aim to have a healthy lifestyle. However, not everyone is ready to have a healthy lifestyle. There are many challenges to living in one, including eating patterns that are not in accordance with the recommended nutrition and less time to exercise. This provides an opportunity for the presence of health products and services. FITCO is a lifestyle brand and platform that is supported by a health care ecosystem. Various offers can be accessed through the FITCO app, making it convenient for everyone to start and maintain an active and healthy lifestyle. However, FITCO as a health application is still difficult to obtain and maintain its users, where the active period of users of FITCO is very far below the total downloaders. There are several things the writer did to analyze the current condition of FITCO. The first step is to analyze the internal conditions of FITCO products, then next to analyze the external conditions of the company. Furthermore, analyzing the core of FITCO uses The Five A for those who have not used the FITCO application, and Customer Travel to analyze customers who have used the FITCO application. This analysis is carried out using questionnaires and interviews conducted by the author during the author's work and discuss with the head of business development. To overcome the problems that occur, the authors propose a marketing strategy using the Diamond Strategy and STP Model to overcome the current situation of FITCO and discuss business strategies that will be used by FITCO. FITCO application has the lowest users compared to its biggest compititors, so that FITCO needs to acquire more customers. FITCO needs to do research and delevop the marketing strategy to get more active users. FITCO needs to maintain its current users to reduce customer decline every month. Marketing strategy is needed to maintain FITCO’s customers, such as customer engagement, where the treatment given to each customer is different based on the duration of utilization.