PROPOSED MARKETING STRATEGY TO DEVELOP DISTRIBUTION CHANNEL FORBEE HONEY

• Main Author: Ulumuddin SY, Ihya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55744
• Institution: Institut Teknologi Bandung

There was an increasing trend import of natural honey to Indonesia due to its high domestic demand. The current need for raw honey is approximately 5400 tons per year. The gap between import value and domestic production indicates the great potential to develop the honey business in Indonesia. Besides the factors such as the positive economic growth in 2021, the increasing trend in health and beauty products, the rising awareness of health and wellness, and the increased penetration of the internet have created significant opportunities to exploit the potential of Indonesia's honey market. ForBee Honey is a new honey brand in the market. Currently, the company is trying to increase consumer awareness by improving and enhancing distribution and communication channels to maximize business potential. This final project combines the primary data (interviews and questionnaires) and secondary data to develop the ForBee Honey marketing strategy. Qualitative and quantitive approaches are being used to obtain the precise analysis and explanation to analyze the data. The sample used in this study was 265 respondents spread across several cities in Indonesia. The results showed that ForBee Honey has a goldfish pattern, which ForBee Honey has an overly high score on curiosity (125%) and a high score on attraction (92%). However, ForBee Honey still needs to improve its low commitment and affinity level. ForBee Honey must develop the right marketing strategy to optimize Five A's customer path's potential path to ensure the smooth movement of the customer journey from awareness to advocacy. ForBee Honey to create marketing initiatives using the marketing 4.0 approach to achieve the ideal marketing performance by creating attraction, optimizing curiosity, increasing commitment and affinity. The initiation of creating attraction can be performed with a human-centric brand where ForBee Honey adopts Mother as their persona and values and use it as the integrated marketing communication to create attraction. The optimization of curiosity can be done through content marketing, digital media planning, and evaluation. Forbee Honey needs to integrate the online and offline marketing strategy (omnichannel) to create a seamless customer experience to increase the commitment. Finally, several initiatives such as brand social customer relationships and gamification can be increased through the loyalty program to improve the affinity.