PROPOSE MARKETING MIX STRATEGY FOR HOUSE OF FERMENTATION

• Main Author: Melvin, Alfred
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65606
• Institution: Institut Teknologi Bandung

Indonesia has a demographic advantage in the form of a population of 260 million people, making it the world's fourth most populous country. People became more cognizant of the importance of health after the COVID-19 pandemic. And the market for health drinks, as well as a healthy lifestyle, is expanding. House Of Fermentation is a firm that makes health drinks, specifically Kombucha/fermented tea. Kombucha, being a fermented substance, has numerous advantages, including improved digestion, immune system support, and other activities. This product was introduced earlier this year, but market penetration fell short of expectations. As a result, both external and internal analysis were conducted in this study in order to uncover the main cause of the problem and boost market penetration. PESTLE analysis, Five Porter analysis, STP analysis (Segmentation, Targeting, and Positioning), and marketing mix analysis were all used in this study. The writers used quantitative and qualitative data collection approaches to support this analysis by doing primary and secondary data research. The authors propose a marketing mix approach to enhance sales from House Of Fermentation based on the findings of internal and external analysis. The proposal provides a marketing mix model that incorporates product, pricing, location, and promotion recommendations.