DEVELOPING INSTAGRAM PROMOTION STRATEGY FOR DARU LABORATORY

• Main Author: Savira Pritadewi, Nuri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/58555
• Institution: Institut Teknologi Bandung

Daru Laboratory is a waste management company that produces enzymes from fruit and vegetable residues or waste that will activate when exposed to oil, fat, and foam. The enzyme is packaged into household cleaning products that help the customers do the house chores. After operating since June 2020 until now, Daru Laboratory Instagram account has low engagement and unstable traffic. To compete with other waste management companies, the company needs an effective Instagram promotion strategy to help the company increase their sales. Based on that situation, this research's objective is to help Daru Laboratory develop their Instagram promotion strategy plan to improve their Instagram platform performance. This research was conducted starting from assessing the external analysis (PESTEL analysis, Porter Five Forces analysis, and customers insight analysis) and internal analysis (company Analysis and company Instagram quantitative content analysis). Then formulated some recommendation strategies based on the SWOT analysis of Daru Laboratory to solve the root cause identified through the fishbone diagram. Therefore, there are several promotion strategies that Daru Laboratory can do to develop its Instagram content to become more attractive for the customers. Such as rearrange the organization structure to be more focused on promoting Daru Laboratory especially on Instagram. Also to improve the quality of human resources, the strategy is to join the training for Instagram digital marketing. Create regular budgeting on Instagram is also a strategy to know how much spending is needed. Last is to do the integrated Instagram marketing strategy that consists of developing the content, plan a regular schedule to upload content, benchmarking with the competitor, create IG Live collaborations with friends of Daru Laboratory’s members that environment enthusiasts, make use of Instagram Reels, and held a giveaway every 6 months.