EFFECTIVE MARKETING CHANNEL FOR ORGANIC STORE (CASE: BELIBU FRESH MART)

• Main Author: Aulia Rahmah, Hanifa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/56869
• Institution: Institut Teknologi Bandung

Belibu Fresh Mart is an organic grocery store located in Bandung. Open since September 2019, only six months before the first coronavirus announced arrived in Indonesia. As a newcomer with a niche market, gaining customer trust is one of Belibu’s targets by providing two offline stores that can bring their product closer to customers. However, movement and activity are restricted and need to be adjusted due to large-scale social restrictions by the government. It affects Belibu’s customer habit in buying groceries and Belibu’s income. The most frequently used channels are changing and Belibu’s income becomes unstable. It is shown in Belibu’s annual sales growth, during the first period of the pandemic Belibu’s income is drastically increasing and consumers buying products through Whatsapp. However, after that Belibu’s income is slightly decreasing. This research aims to find out Belibu’s current marketing channels and which channel is the most effective for Belibu. To analyze this research both primary and secondary data are gathered. The primary data is from an online questioner that is shared with people who have done grocery purchase transactions. While the secondary data are gathered from Belibu’s internal data. For analysis methodology, gap marketing analysis and weighted factor score approach is performed to compared and choose the marketing channel for Belibu Fresh Mart. Currently, Belibu Fresh Mart has 8 marketing channels which are offline store, e-commerce, Grabmart, Whatsapp, Instagram, Twitter, Facebook, and Gomart. While customer's preferences in choosing a channel for grocery shopping are quality of products, minimum service charge, product cleanliness, product availability, time-consuming for it to arrive, ease in shopping and last is contactless shopping. The result is, two marketing channels were chosen as effective channels for Belibu Fresh Mart, which are the offline store and Whatsapp channel. However, some improvements are necessary for both channels. Increasing products and service quality, extra online admin also providing pickup points to help minimize consumer shipping costs.