PROPOSED MARKETING STRATEGY IMPROVEMENT TO INCREASE THE SALES OF FULLO WAFER STICK

• Main Author: Djajapranata, Christian
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55777
• Institution: Institut Teknologi Bandung

Fullo is a wafer stick brand from PT. Ultra Prima Abadi that has been established since year 2009. However, over the past 3 years (year 2018 to 2020) the sales have been declining although it has been supported with numerous new product launches and marketing activities. To formulate the proposed marketing strategy, the author first analyzes the external environment (using PESTEL Framework, Porter’s Five Forces, competitor analysis, and consumer analysis) and internal environment (by using VRIO Framework and current Fullo’s STP and marketing mix). Then the author uses SWOT Matrix, formulate the proposed marketing strategy (Market STP and Marketing Mix), and followed by the implementation plan to achieve the objectives of this research. For the consumer analysis, the qualitative research methodology using In-Depth Interview is used to discover ideas and insights of the consumer behavior in the wafer stick category. In addition, there are several reasons underlying the issue of the declining sales, including low product availability of Fullo various flavors (low distribution), Fullo product that doesn’t suit with consumer’s preference (for non-Fullo users who don’t like too sweet cream taste and too thick cream), and promotion/marketing activities that are hardly seen or heard by the consumers (wrong media placement). After all the information gathered and translated into SWOT Matrix, there are several proposed marketing strategies to increase the sales of Fullo. To increase the availability and distribution of Fullo various flavours, there are several trade promotions and sales force promotions such as discount/price cutting if the stores make a transaction of Fullo various flavours, freelancer program, and incentive for the salesforce. Next, to cope up with the non-Fullo users, Fullo should develop new product which is not too sweet and the cream is not too thick. Fullo should also increase advertising in the right media channel that the target market mainly uses, which is social media.