PROPOSED MARKETING STRATEGY OF “COOKIES N CHILL” BASED ON NEW NORMAL BAKED GOODS BUSINESS ECOSYSTEM

• Main Author: Sabrina Amalia, Syifa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53082
• Institution: Institut Teknologi Bandung

Cookies n Chill is a local culinary brand that focuses on American-style cookie, officially launched on January 1 st , 2020. Cookies n Chill products are hoped can share the joy to anyone who enjoys it. The company experienced sales decreased in April 2020. Consumer behaviour has changed due to the COVID-19 pandemic that began to spread in Indonesia. The purpose of this research is to determine the right business strategy for the current situation and find out how to grow business transactions and the volume of customer interactions to survive at critical times. This study uses internal and external analysis to determine the company's condition and determine the source of the problems. For internal analysis, this study uses Business Process Analysis and Existing Business Model Canvas. For the external analysis, the company uses Customer Analysis to determine further customer wants and needs, Porters Five Forces to analyze the industry's state, and Competitor Analysis as a company's reference in taking action and innovating. After knowing its internal and external conditions, the marketing variable was chosen as the most crucial problem. It expected to help solve other Cookies n Chill problems. With Proposed Marketing Strategy (Marketing Mix 7P) and Proposed Business Model Canvas, recommendations that can be given in this study are adding a new menu for a niche market; healthy cookie lines. In the future, it is possible to add new variants according to market demand. Social media optimization, such as Instagram and Twitter, is also needed for promotional purposes. Food blogger recommendations and Facebook ads are also Cookies n Chill marketing strategies. Business expansions strategies are consignment partnership with coffee shops and registering as a tenant in food festivals after the COVID-19 pandemic has ended. At the same time, additional employees are needed after business transactions have improved. After the analysis has been described, action plan timeline is created to implementing all business strategies in the current situation. In addition, strategies that can be implemented after the COVID-19 pandemic ends will be included in the list of future plans.