PROPOSED NEW MARKETING STRATEGY TO RETURN CUSTOMER’S CONFIDENCE IN THE ADAPTATION OF PANDEMIC ERA (CASE : BEE AND BEE BEAUTY CARE)

• Main Author: Diani, Femilia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53528
• Institution: Institut Teknologi Bandung

Bee and Bee Beauty Care is a beauty clinic and skincare producer that was founded in mid- 2018 and is located in the soreang area, Bandung regency. The problem faced is that sales have not reached the target due to inappropriate marketing strategies, but when sales start to increase little by little, a global pandemic appears, namely the Covid-19 outbreak. This has resulted in many businesses losing money, including Bee and Bee. During the first few months of the pandemic, Bee and Bee Beauty Care's customer performance experienced a significant decline. This study uses a qualitative research method combined with the STP concept, resource based view, Porter's five force, competitor analysis, and customer engagement and social media study. The tool used to find problems that often occur is the Pareto chart. Through the Pareto chart, prioritized issues are promotional issues such as less use of social media for promotion and how to return customer’s confidence. Solution formulation of the problem is done using a questioner regarding the causes of customer doubts when it comes to the clinic to perform treatment, SWOT analysis, TOWS matrix, diamond model, and proposing new strategies for adaptation in the pandemic era. One of them is creating creative content on social media and campaigns regarding complying with health protocols related to Bee and Bee beauty care. To manifesting this new strategy, a timeline was created to make it more orderly and punctual.