PROPOSED MARKETING STRATEGY TO INCREASE SALES (CASE STUDY: DOUGH A WINK)

• Main Author: Maudisa, Wina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/56017
• Institution: Institut Teknologi Bandung

Dough a Wink is an online based cookie shop that offers hand-crafted cookies since October 2020 and located at Jagakarsa, Jakarta. Since COVID-19 pandemic hits, the competition in the cookie industry is tight. Since the fourth month of its launching, Dough a Wink’s sales declined by 25%. To find the root problem, the author analyzes Dough a Wink’s current business situation using STP, Marketing Mix, Competitive Analysis and Value Proposition Canvas. In this research, primary data collection is collected using qualitative method inteview and secondary data collection is collected from articles, journals, books and website. Based on the analysis of business situation, there are several factors that caused the problem. The factors include few range of flavors, no healthy option, high delivery cost, no offline store and low brand awareness. To help Dough a Wink increase its sales, this research recommends several business solution, which includes: (1) Develop range of flavors, (2) Develop vegan cookie version, (3) Marketplace expansion, (4) Participate in virtual bazaar and offline bazaar, (5) Regularly promote through Instagram Ad, (6) Hire relevant opinion leaders, and (7) Promote marketing campaigns that resonate social needs.