MARKETING STRATEGY AND CUSTOMER ACQUISITION FOR TOASTIEOLOGY AS A LEADING TOAST BRAND IN PALEMBANG

• Main Author: Rachmi Andini, Diajeng
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66854
• Institution: Institut Teknologi Bandung

The culinary industry is booming right now, with no signs of slowing down. It is related to the needs of individuals and society, which leads to lifestyle adjustments. Bread is one of the foods that is now gaining popularity. Bread is a common alternative to rice. Because the consumption of bread in Indonesia continues to increase. Indonesia's bakery and pastry sector grew by an average of 14 percent between 2010 and 2014, according to Euromonitor statistics. One of the most established target markets is Palembang and various regions in South Sumatra. Currently, there are industrial business units of various sizes, ranging from large, medium, to small. The bakery industry is one such industry. Due to increasingly fierce competition, bakery owners must be more innovative in promoting their products to maintain sales growth. One of the bakery owner's strategies to boost sales is innovation. With these diverse circumstances, a plan that can be implemented successfully is needed to reach and in particular acquire millennial customers. The process begins with the development of a conceptual framework for the research to be carried out, followed by an examination of the current condition of the company, which includes internal analysis such as STP analysis, Business Model Canvas analysis, and marketing mix analysis. There are other external analyzes such as PESTEL analysis, TOWS matrix analysis, and business competitor analysis in the same coverage area. Finally, the plan is to strengthen branding and visual identity, choose diverse and contemporary items, develop brand personality and maximize branding on social media. Of course, this whole study builds on and aims to make Toastieology a leading local brand capable of leading the market share in South Sumatra.