REMAKING CUSTOMER PERSONA AND BUILDING A CONSISTENT BRAND MESSAGE TO DEVELOP A BUSINESS STRATEGY CASE STUDY: LASAGMOM

• Main Author: Fachri Muhammad, Rizqy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55806
• Institution: Institut Teknologi Bandung

The internet has provided a very wide opportunity for companies to reach customers without any restrictions and vice versa, customers can find and buy the goods or services they want. This provides a great opportunity for small companies to develop their business through the internet with a presence on an online platform. Lasagmom is a company that sells Italian specialties through the internet, be it websites, social media, or online markets. Lasagmom customers can easily contact and buy Lasagmom products without moving from where they are. However, the diversity of customers makes it difficult for Lasagmom to determine what types of customers actually buy their products, what they really like and seek, and what their ideal types of customers are like. This situation is shown by the fluctuating attachment and interest of customers to Lasagmom's website and social media. In addition, Lasagmom also continues to experience lost sales due to the inability to provide the products that customers want. Apparently, Lasagmom doesn't yet have a customer persona that matches the products they sell. This causes Lasagmom to not be able to convey the brand message and not have a strategy based on customer preferences. To solve this problem, an analysis of the internal and external situation was carried out to get a complete picture of the company concerned. Next is to analyze the problem of Lasagmom using the Customer Persona Framework to determine the ideal type of Lasagmom customer, and the Brand Story Framework to analyze and determine what brand messages are suitable for Lasagmom to use to capture the attention of customers. This analysis was carried out using mathematical calculations and interviews conducted by the authors with the help of Lasagmom’s team. The results of this study indicate that Lasagna needs to create a new product line with the theme of giving, change their brand message, and rearrange their marketing strategy to match the interests and preferences of their customers.