PROPOSED MARKETING STRATEGY TO TARGET CONSUMERS AT AGE SEGMENT 40 AND ABOVE (CASE OF SAYURBOX)

• Main Author: Andrean, Nico
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54452
• Institution: Institut Teknologi Bandung

Indonesia’s fresh produce supply chain has been deemed problematic. The long and complicated supply chain has led to a big disparity between the prices that consumers pay and the prices that farmers receive. In response to the problem, Sayurbox emerged in 2016 to cut distribution chain shorter by helping farmers to market their products directly to household consumers with the support of technology. An internal study of Sayurbox suggested that consumers from age segment 40 and above have the habit of purchasing vegetables/fruits up to 3 times a week, compared to millennials that only purchase once a week. However, consumers from age segment 40 and above, with their limited absorption of technology, only occupy 30% of total users of Sayurbox, while millennials occupy more than 50% of the total users. With the Covid-19 pandemic and the encouragement to stay at home and avoid crowded places, the situation is seen as an opportunity to reach consumers from age segment 40 and above and to let them try the experience of purchasing fresh produce with Sayurbox. Thus, Sayurbox is keen to explore sustainable alternative strategy to grow its users from gen-X and baby boomer segment, during and after Covid-19 ends. The research starts with The Strategic Triangle analysis, by analyzing what customers expect, what company offers as its product, and how competitors are doing. The analysis uses primary data from survey towards 71 gen-X and baby boomer respondents, and interview with marketing experts. Research finds out that the marketing strategy that Sayurbox currently uses is not suitable with gen-X and baby boomers characteristics, which led to low awareness. Thus, awareness is they key element that Sayurbox needs to work on to grow its user base from gen-X and baby boomer segment. Furthermore, Sayurbox also needs to improve several product features that do not meet with the expectation of gen-X and baby boomer consumers to reduce the drop-off rate at each phase of the user journey. At last, the final project provides business solution for Sayurbox which includes product features improvement and marketing plan to improve awareness. The marketing plan itself consists of solution for marketing content and for marketing channels. Further, the solutions are translated into actual implementation plan for Sayurbox. The research is expected to provide insights and suggestion for Sayurbox to target gen-X and baby boomers while still maintaining its strong positioning at its millennials segment.