RESEARCH ON MARKETING STRATEGY FOR A KETOGENIC FOOD START UP BUSINESS IN BANDUNG

• Main Author: Arini Putri, Vania
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/51895
• Institution: Institut Teknologi Bandung

Slender body is generally associated with happiness, success, youthfulness, and social acceptability. People feel it is necessary to conform to this standard and pursuing it through various ways. The dieting industry is the perfect industry because it realizes this problem of body dissatisfaction and offers to solve it. Among all the diets that take effect on weight loss, there is the ketogenic diet. The ketogenic diet adopts a low-carb and high-fat diet that is proven to be very effective for losing weight in many studies. The preliminary research conducted to people who have undergone the keto diet, and it results that the lack of choices of pure keto-friendly food on the market becomes the main problem in their experience. This problem is seen as a good opportunity from a business perspective and further research was conducted. The objectives of this research are to identify the attitude of diet consumers in Bandung towards the ketogenic diet concept, identify the suitable target market, and create a marketing strategy for a ketogenic food provider business in Bandung. The research was conducted using a qualitative method in-depth interviews in order to gained perspective on how to market a ketogenic food provider. The respondents in this research are people who have been on a diet before because they have had a problem regarding their body weight. The research showed that people who have dieted before are already familiar with the concept of reducing carbohydrates and sugar consumption for weight loss, even some of them have tried a low carb diet. These diet consumers dislike diet methods that are restrictive, have tasteless foods, and make them starve. Because they find it hard to leave fatty foods and meat in their diet, 7 out of 8 diet consumers of this research said they would consider to do the keto diet to lose weight in the future. The result of this research shows that the suitable target consumers for this business are people in their early adulthood who are still single and have not start their own family. These people are between the age of 22-35 years old, have monthly income above Rp3.000.000,00, currently in college and college graduate, student and employee, and in upper middle social class. They have interests in weight loss and delicious food, and body goals oriented. The personas that suit this target market are lazy dieters, weight loss achievers, and experimental dieters. The marketing strategy for this business consists of 4P marketing mix that is based on the needs of the target market. The product for this business should include both heavy meals and desserts that are ketofriendly. The price per item is ranged from Rp50.000,00-Rp75.000,00, and there should be an option of weekly meal plan. The consumers can make the purchase online via Instagram, WhatsApp, Gofood/Grabfood. The promotion for this business include educational and informative contents on Instagram, endorsement, paid promote, discount, and cheaper price for weekly meal plan purchase.