PROPOSED MARKETING STRATEGY FOR MY BABY JOURNAL BY RA PLANNER

• Main Author: Vida Nafisa Bakhri, Safana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50342
• Institution: Institut Teknologi Bandung

The rapid advancement of technology provides plenty of space to express and capitalize on opportunities. One of the positive impacts of the phenomenon is the potential resulting from creativity. This creativity triggers the creation of a creative economy, one of the aspects that is currently one of the important topics in the development of a country. In Indonesia, this creative economy drives a new unimaginable industry that has never been tap before. One subsector is a publisher where RA Planner, established in 2015, is one of the players in it. They can innovate and create new demand in the Indonesia and transform it to potential markets for further development. In only 4 years, RA Planner was able to generate up to 2.1 billion rupiah in revenue based on their ideas to create a beautifully designed journal version. RA Planner has 2 journal products: an annual journal which is always sold, and My Baby Journal a pregnancy journal and parenting, which in 2019 sales did not achieve the target. To create a successful marketing strategy, companies must analyze business problems by scanning environmental conditions. Environmental analysis consists of two scopes; Internal and external environment analysis. Internal analysis focuses on the marketing mix known as the 7P and STP marketing mix (Segmenting, Targeting, and Positioning) and the external environment consisting of; PEST (Politics, Economy, Social, and Technology), Porter 5 forces, competitor analysis and consumer analysis using a questionnaire. The root of the problem is that there is a gap between the current marketing mix and the target market of My Baby Journal. The problem is from the marketing mix with a brand image that is not high enough, internet marketing has not been maximized, some promotional activities are not attractive, and do not have reliable spokesperson. Based on the problem, there are seven alternative solutions that will be given to My Baby Journal as their alternative strategy. There are maximizing internet marketing activities, building websites and mobile applications, working with bookstores, recruiting spokespersons, building reseller networks, improving customer service, and product packaging customization. From the seven alternative solutions, there are six proposed strategies chosen by the author, namely maximizing internet marketing activities, building websites and mobile applications, recruiting spokespersons, building reseller networks, improving customer service, and product packaging customization. This strategy is proposed because this strategy is in line with the main goal of improving brand image and is expected to increase sales of the My Baby Journal.