PROPOSED MARKETING STRATEGY FOR YOUR DOSE INDONESIA’S PRODUCTS TO INCREASE SALES

• Main Author: Debora Ulina, Ruth
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68560
• Institution: Institut Teknologi Bandung

Since pandemic began, health-conscious product become the preferred product for customers to buy. One of the most-looking product is Jamu or herbal drinks. Research also shown that it sales increased 10% to 20% since pandemic. However, for the new business that has been built in late 2019, Your Dose Indonesia is facing several problems to reach their sales target. One of the reason is because of their low brand awareness that cause they still cannot compete with other competitors. In this research, the problem statement and the objectives of this final project are to analyse the internal and external environment from Your Dose’s product, in order to develop the marketing strategy for Your Dose Indonesia, to propose integrated marketing communication for Your Dose to increase revenue and the last develop implementation plan based on the Integrated Marketing Communication. This research will collect primary data by using both quantitative and qualitative methodology for the analysis. Questionnaire was distributed to consumers in order to get the market demand and preferences regarding the herbal drinks’ product. Moreover, to achieve better result, the quantitative data would also be supported with the information fro the owners and theory. For this reason, some of the recommendations given for the development of this business are to design an effective marketing strategy with the aim of increasing its brand awareness. The marketing initiatives include proposed STP, proposed Marketing mix and also proposed Integrated Marketing Communication that has been formulated based on the results of internal and external analysis. By implementing these marketing initiatives, it is expected for Your Dose to build a strong brand awareness in order to maximize their sales performance.