DEVELOPING INSTAGRAM MARKETING STRATEGY FOR SATU BUMI COMPANY

• Main Author: Abrar Ramadhan, Fadhilah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68517
• Institution: Institut Teknologi Bandung

Satu Bumi is a company that sells premium gardening media to ease the problem of stress causes by the COVID-19 pandemic with an added benefit of increase fertility in post farmed soil. By using Instagram and its features, Satu Bumi uses this platform as their primary marketing channel. However, because of the poor performance of Satu Bumi’s Instagram marketing it causes a low engagement in the Instagram account and causes the inability to perform sales in the company. This predicament shows that an Instagram marketing strategy needs to be developed for Satu Bumi to increase its Instagram performance. To perform this study, this research utilized a problem- solving method approach to initially analyzing and identifying the problems then come up with the solution along with its implementation plan. This research start by conducting internal analysis (company and content analysis) and external analysis (PESTEL analysis, Porter’s 5 Forces analysis, content benchmarking analysis, and customers’ insight analysis using descriptive analytics with quantitative data collection). Then, formulated several recommendation strategies based on SWOT analysis of Satu Bumi to solve the root cause of ineffective and impactless Instagram marketing activities that has been identified using fishbone diagram. The problems will be solved by developing an action plan of taking a digital marketing course, having a planned budget on Instagram, creating content planning, having giveaways, having discounts and having a collaboration of events with an implementation plan of the following solutions.