PROPOSED MARKETING STRATEGY IMPROVEMENT TO INCREASE SALES OF UNIS GLUTEN FREE

• Main Author: Farid Baktir, Nadirah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68330
• Institution: Institut Teknologi Bandung

Unis Gluten Free is a brand that offers a variety of gluten-free products, namely flour and noodles. Gluten-free products are products that do not contain gluten protein in them. Gluten protein can give a negative response to the body and health in some people. Gluten-free products are needed by some people who need a gluten-free diet such as autoimmune, celiac disease, gluten intolerant or gluten sensitivity. In supporting their health, some of these people are recommended to go on a gluten-free diet. As for some people choose to go on a gluten-free diet to maintain their health. Based on the projections related to market developments and the demand for gluten-free products will continue to increase. This is supported by increasing public awareness regarding a healthy lifestyle. Seeing this opportunity, many companies in Indonesia are currently starting to move towards gluten-free products. This can be demonstrated by the availability of gluten-free products that can be found in supermarkets. However, this increase did not have an impact on sales of Unis products, the company experienced a decrease in revenue from 2019 to 2021. In finding out related to these factors, it was carried out through an analysis of business conditions internally and externally. In the internal analysis, the author uses the method of segmentation, targeting, positioning (STP) and the 4P marketing mix on price, promotion, location and product. In external analysis, the writer uses pestel analysis method, porter's five forces, competitor analysis and consumer analysis. Data collection was carried out through two methods, namely quantitatively and qualitatively. Data taken quantitatively using questionnaires, and data taken qualitatively by using in-depth interviews. Respondents who took part in data collection were people who were on a gluten-free diet or users of gluten-free products. Based on the results of internal and external analysis that have been found, the authors determine the main cause of a problem by identifying the most common or most common problems by using the root cause analysis method with the use of fishbone tools. Based on these results, it was found that price, product, promotion and place factors were the factors causing the decline in income. After finding several factors causing the decline in income, the authors design a solution using two methods, namely improving the 4P marketing mix and using integrated marketing communications. Based on this method, it shows the need for developments in terms of products, product distribution, increasing promotional activities and improving pricing strategies. The author provides a recommended solution, namely by launching product improvements on white bread flour into premixed white bread flour. There are several steps needed in the use of integrated marketing communication, such as determining the desired target market, what is the purpose of the communication, what form of communication is to be conveyed, what sources are needed to convey the message so that it can be conveyed according to needs, and determining the media. required. With that, the communication process that wants to be conveyed is the existence of product improvements that offer convenience in the manufacturing process, provide good nutrition, offer more affordable prices and use quality raw materials. The strategies needed such as advertising, social media, public relations, promotions.