DEVELOPING MARKETING STRATEGIES FOR FROZEN FOOD INDUSTRY IN INDONESIA: A CASE STUDY OF PT. BELFOODS INDONESIA

• Main Author: Nabila Rahma, Safa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67769
• Institution: Institut Teknologi Bandung

Based on the Top Brand Index, brands that rule over the nationwide market in 2022 are Fiesta, holding more than 56,4% of the overall market; So Good, holding almost 30% of the market; lastly placed by Belfoods, holding only 12,1% of the market. This demonstrates that Belfoods is still losing market share despite already occupying the third highest position. One of the reasons is because the marketing strategy of PT. Belfoods Indonesia has not been optimized throughout the last few years. According to PT. Belfoods Indonesia's Senior Brand Manager, the company has never run integrated and systematic marketing campaigns. Therefore, the goal of this study is to evaluate PT. Belfoods Indonesia's marketing efforts and develop new campaigns that will help PT. Belfoods Indonesia in expanding its market share. Both internal and external analysis were done for this study, and the SWOT Analysis will be the conclusion. The internal marketing team was interviewed in semi-structured interviews as part of this study's qualitative methodology and open coding is used in this study to analyze the interview data. The monthly social media report was also analyzed to gain deeper understanding of the company's current situation. According to the findings, PT. Belfoods Indonesia could develop 5 new initiatives to improve its market share.