PROPOSED MARKETING STRATEGY FOR J&C COOKIES BANDUNG

• Main Author: Baku Pangestu, Hari
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50073
• Institution: Institut Teknologi Bandung

Along with the fondness of the Indonesian people in consuming snacks, pastries are an alternative for consumers to meet community needs. From time to time pastry business thrives and creativity and innovation in the business continue to increase. So far, the city of Bandung is known as a culinary city that provides various consumer products, including snacks such as cookies. With so many entrepreneurs entering the pastry business making consumers confused to choose which cookies to buy by consumers. Cookies entrepreneurs are competing to attract the attention of the consumers by implementing strategies so that the cookies can sell well bought by consumers. One of the strategies applied by pastries entrepreneurs is by establishing their Brand Awareness. One of the pastry companies in Indonesia that need to establish their Brand Awareness is J&C Cookies. J&C Cookies was founded on April 11, 1996, by Mr. Dedi Hidayat and Mrs. Diah Susilawati. J&C Cookies has the motivation to develop the industry to meet the needs of consumers during Eid al-Fitr, Christmas and New Year, and Chinese New Year, as well as encourage pastries to become a daily serving. However, J&C Cookies Bandung’s record sales do not meet their target. During 2019, J&C Cookies sales in Bandung are not stable in a few months, they get very high sales only in certain events such as the month of Ramadan, but in other months they have difficulty in achieving sales targets. To create a successful marketing strategy, the company must analyze the business issue by scanning environmental conditions. Environmental analysis is consists of two scopes; Internal and External environment analysis. The internal analysis focused on marketing mix which is well known as 4P marketing mix and STP (Segmenting, Targeting, and Positioning) and the external environment that consists of; PEST (Political, Economic, Social, and Technology), Porter 5 forces, competitor analysis and consumer analysis using a questionnaire. The root cause said that there is a gap between the current promotion strategy with target market of J&C Cookies. The problem is from the promotion part with the low brand awareness, social media marketing that has not been maximized, some promotional activities that are not in accordance with the target market, and customers have difficulties in distinguishing between J&C Cookies with its competitors. Based on the problems, there are four alternative solutions that will give to the J&C cookies as their alternative strategy. There are improving the promotion activity through social media, create a unique and different product, cooperate with food reviewers to promote J&C cookies, and cooperate with applications that support the culinary industry. From four alternative solution, there are three proposed strategies that chosen by the author that are improving the promotion activity through social media, cooperate with food reviewers to promote J&C cookies and cooperate with applications that support the culinary industry. These strategies are proposed because these strategies in accordance with the main goal of increasing brand awareness and hopefully can increase sales of J&C Cookies.