DEVELOPING A MINIMUM VIABLE PRODUCT AT SILVER TULIP COOKIES

• Main Author: Ayu Sumantri, Runi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67262
• Institution: Institut Teknologi Bandung

The food and beverage business is one of the businesses that are in great demand by the consumer community because, in addition to generating a high income, food is also sources of basic needs for everyone. If it occurs during the month of Eid or other significant days, there is no issue with the sale of Silver Tulip biscuits. The lack of variety in Silver Tulip's products is a problem, and the company's future plans include developing a MVP (Minimum Viable Product) at Silver Tulip and putting them through market testing. One of the efforts that Silver Tulip Cookies can do is to compare marketing strategies with major competitors. Silver Tulip Cookies benchmarks with major competitors to find the advantages of its promotional strategy. Marketing strategy design is done using Integrated Marketing Communication and customer experience through the customer journey. Using Brand Ambassador is the final solution as an effective tool to improve customer service from Silver Tulip. The use of IMC (Integrated Marketing Communication), which uses the least amount of resources while still achieving maximum results, is used to support the continuation of the MVP after analyzing the research that has been conducted. The Brand Ambassador has previously been analyzed through IMC Strategy and Customer Journey as a variable for supporting aspirations in choosing the use of Brand Ambassadors to attract attention.