DEVELOPING INSTAGRAM MARKETING STRATEGY FOR SAVLEE INDONESIA

• Main Author: Susanti Sri Rejeki, Cicelia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/58562
• Institution: Institut Teknologi Bandung

The rising of COVID-19 pandemic in Indonesia affected to higher awareness on health issue including sleeping issue and the shifting offline business to digital platform including social media. Savlee as an online sleep aid business which utilize Instagram as its main channel to promote the business, gain opportunity to turn this phenomenon as an advantage. A study to assess and Instagram marketing strategy of Savlee is needed to improve and optimize the insignificant result of current strategy. An Instagram marketing should be developed by considering latest trend on social media, characteristic and needs of audience, and brand value of Savlee. This study is conducted using problem solving method by assessing external and internal factor that affected Instagram marketing strategy of Savlee and narrowing down the finding of the research as root causes using Fishbone analysis. As a result, this study will generate implemented solutions and its action plan on penetrating more engaging and effective Instagram marketing strategy which require financial support and improvement on human resource’s skills.