PROPOSED MARKETING STRATEGY IMPROVEMENT FOR PT HEAVENLY NUTRITION INDONESIA

• Main Author: Aulia, Firdha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65393
• Institution: Institut Teknologi Bandung

PT Heavenly Nutrition Indonesia is a food and beverage company that aims to raise awareness about gut health care so people can enjoy their important moments. Heavenly Blush is a trademark of PT Heavenly Nutrition Indonesia. The economic development and the decreasing market selling price of Indonesia’s dairy industry lead to more competitive market between dairy manufacturers. The competition can be harmful for the sales and the market share of PT Heavenly Nutrition Indonesia. This study aims to be able to analyse the marketing strategy of PT Heavenly Nutrition Indonesia's yogurt products. The analysis of this research was collected data and sourced from primary and secondary that are eligible to support the analysis. The primary data are collected from interviews and surveys through a questionnaire. The interviews were conducted with the management of PT Heavenly Nutrition Indonesia and the customers of the products. PT Heavenly Nutrition Indonesia faces numbers of competitors such as Cimory and Greenfield as they were ranked higher by the customers. It was hard for the customers to recall the existing promotion activities of PT Heavenly Nutrition Indonesia, considering the result of the analysis, this research recommends adjusted marketing mix as promotional tools for PT Heavenly Nutrition Indonesia. PT Heavenly Nutrition Indonesia should be more focus their in-store promotional activity and social media promotional activity to increase the ability to compete in the current dairy products market.