PROPOSED DIGITAL MARKETING STRATEGY FOR MADU TAVA BRAND

• Main Author: Rivaldi, Eldy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/55048
• Institution: Institut Teknologi Bandung

Madu Tava is a company that is engaged in healthy food and drink commodities. The market demand for healthy food and drinks in Indonesia is increasing every year. Society’s awareness of food and drinks that are not good for the human body is gaining more consideration. Madu Tava produces pure honey or raw honey from the Apis Mellifera type of bees or the so-called superior bees, Western honey bees. Madu Tava has a problem that must be resolved and a goal to be achieved, and that is the lack of Madu Tava brand awareness compared to other honey product competitors, while the goal to be achieved is to optimally increase sales every month on e-commerce, online platforms. The main objective of this research is to provide solutions for digital marketing strategy with minimal marketing cost to resolve the sales problems for the Madu Tava brand. This research utilizes internal and external analysis. Internal analysis consists of STP analysis tools, digital marketing, and marketing mix. For the external analysis, the used tools are market analysis, consumer analysis, and competitor analysis. Conduct a SWOT analysis to evaluate the business condition, and an Ishikawa fishbone diagram to determine the root cause of the problem. The fact that the market for honey products is very sensitive towards the question of pure or impure due to the lack of knowledge about raw honey is creating a challenge to figure out a solution. The research solution will use content marketing, such as photo, video, product educational content, and copywriting. In optimizing online sales, a strategy of optimizing e-commerce digital marketing will be carried out, optimizing regular content posting activities on digital social media, and for paid services such as advertising on digital social media Facebook ads, Instagram ads, Google ads and Tiktok ads. In making some efforts to maintain business, it should be from all aspects of the business, not just marketing. Therefore, several strategies will be carried out using the digital marketing funnel, and product development.