STRATEGY TO OPTIMIZE DIGITAL MARKETING ACTIVITIES GLUTEN-FREE PRODUCTS (CASE STUDY : DELICE KITCHEN)

• Main Author: Rosdiani Anwar, Shafira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68880
• Institution: Institut Teknologi Bandung

Delice Kitchen is a brand that sells sweet foods that has been established since 2020, currently located in Bandung City. At the beginning Delice Kitchen only sold regular fudgy brownies through an online channel. By the time Delice Kitchen joined the trend and tried to sell croffle in 2021, but the trend did not last long. At the end of 2021 Delice Kitchen decided to pivot and focus on gluten free food. Along with the brand pivot and development of the digital industry Delice Kitchen faced the problems, lack of brand awareness of Delice Kitchen that sells gluten free products as well as ineffective strategies. The purpose of this research is to create the most effective marketing strategy to increase awareness about gluten free products in order to increase Delice Kitchens’ sales. This research was conducted by identifying internal and external problems using a marketing mix 4P’s, STP analysis, PEST framework analysis and also competitor analysis. Beside that, the author analyzes the Instagram insight to check the content performance and the result is the engagement is still very low. After analyzing the internal and external aspects, the author figured out the SWOT analysis and used the TOWS matrix to propose the new marketing strategies. The result of this research is that social media marketing needs improvements to increase the awareness of gluten free products, regular post consistency, suitable advertisement formulation for instagram ads and online marketplace, right preferences of key opinion leader, increased interaction with customers and create new product development.