PROPOSED PROMOTION STRATEGY FOR EARLY STAGES MATERNITY PRODUCT BUSINESS (CASE STUDY OF BAEMAMA)

• Main Author: Ayu Indah Pratiwi, Juwita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63612
• Institution: Institut Teknologi Bandung

Every year in Indonesia, an average of 4.8 million babies are born, placing Indonesia in the order of the fourth country with the highest population in the world after China, the United States and India. Meanwhile, Indonesia is experiencing rising economic income, which is indicated by the increase in public consumption figures from transaction traffic in e-commerce.Seeing this condition, the founder looks for the opportunity to develop products specifically for mothers during pregnancy or after giving birth. Baemama is a new small Medium enterprise that is engaged in maternity products. Baemama was founded in Bogor, April 2021. From the launching until now, Baemama still focused on the Mom fashion category. The market taken by Baemama is young and millennial working moms especially for gen Y or late gen X, well educated, Financially independent, Living in urban cities , active, high mobility, following the latest trend, strong consideration to their little family, and well educated about maintaining pregnancy and breastfeeding. Currently, the promotion strategy of Baemama on the marketplace does not have much effect on the sales. Since Baemama is a new brand, there is also a lack of brand awareness. To dig deeper into the problem, Baemama identified the internal and external conditions and found the solutions. research was supported by literature studies, STP analysis, marketing mix 4P’s, Competitor analysis and qualitative Interview with customers. Based on the root cause analysis, the product lacks product variation, storytelling is not attractive, the price is still expensive for customers, e-commerce advertising keywords are not what customers are looking for, Instagram account is not engaged with the audience, and less of the channel. The business solution proposed are conducted new product innovation, product differentiation, Attractive Product Storytelling, influencer Endorsement To Increasing Awareness, create a giveaway content and promotions, take advantage of Internet marketing Advertising, e-commerce advertising and optimize the key word, becoming Sponsor for Maternity And Nursing Programs, Activate and update shopee accounts, and conducted Community to get engagement.