DEVELOPING RASA DOELOE INSTAGRAM MARKETING STRATEGY

• Main Author: Muhammad Al Fayed Zainudd, Andi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54585
• Institution: Institut Teknologi Bandung

In the present day, social media have become a means for every people to connect with everyone. With increase of social media user, opportunity opens for businesses to enter social media and create opportunities by connecting directly with their customers. Companies, especially F&B companies, leverage the Instagram platform as their main social media platform as it can attract customer based by its visuals. Rasa Doeloe is one of those companies trying to make Instagram its main social media platform. Rasa Doeloe is a F&B company that based on Bandung, West java. The company have been established since December 2017 and still operating until 2021. The company sells frozen product as well as comfort food such as lasagna and rice bowl. The target market of Rasa Doeloe is the people within 18 – 30 years old. After analysing the growth of Rasa Doeloe, it is concluded that Rasa Doeloe have experience a bad Instagram performance. By exploring the problem, the researcher could identify the root of the problem to create solution and approach for Rasa Doeloe Instagram marketing. Using external analysis tools (PESTLE, Porter’s Five Forces, and competitive benchmarking analysis) and Internal analysis tools (company analysis and quantitative content analysis) it is shown that Rasa Doeloe have a bad Instagram performance compared to its direct competitor and also have several operational disadvantages caused by the lack of knowledge of its marketing division. The solutions are to have a mentorship with marketers who have more experience and also changing the way Rasa Doeloe approach its Instagram marketing. The way Rasa Doeloe need to implement these solutions is in these several strategies of social media marketing training for Instagram, Instagram SOP creation, Instagram Content Research, and Instagram Promotion Research with the total cost of Rp 2,500,000 with time of implementation within April 2021 to March 2022.In the present day, social media have become a means for every people to connect with everyone. With increase of social media user, opportunity opens for businesses to enter social media and create opportunities by connecting directly with their customers. Companies, especially F&B companies, leverage the Instagram platform as their main social media platform as it can attract customer based by its visuals. Rasa Doeloe is one of those companies trying to make Instagram its main social media platform. Rasa Doeloe is a F&B company that based on Bandung, West java. The company have been established since December 2017 and still operating until 2021. The company sells frozen product as well as comfort food such as lasagna and rice bowl. The target market of Rasa Doeloe is the people within 18 – 30 years old. After analysing the growth of Rasa Doeloe, it is concluded that Rasa Doeloe have experience a bad Instagram performance. By exploring the problem, the researcher could identify the root of the problem to create solution and approach for Rasa Doeloe Instagram marketing. Using external analysis tools (PESTLE, Porter’s Five Forces, and competitive benchmarking analysis) and Internal analysis tools (company analysis and quantitative content analysis) it is shown that Rasa Doeloe have a bad Instagram performance compared to its direct competitor and also have several operational disadvantages caused by the lack of knowledge of its marketing division. The solutions are to have a mentorship with marketers who have more experience and also changing the way Rasa Doeloe approach its Instagram marketing. The way Rasa Doeloe need to implement these solutions is in these several strategies of social media marketing training for Instagram, Instagram SOP creation, Instagram Content Research, and Instagram Promotion Research with the total cost of Rp 2,500,000 with time of implementation within April 2021 to March 2022.