INCREASING FROST SENSITIVE SKIN’S BRAND AWARENESS WITH BUSINESS PLAN METHOD

• Main Author: Handojo, Vincent
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/69591
• Institution: Institut Teknologi Bandung

Pet Food is processed food that was made for pets according to their diet. For dogs, dog food that is sold in the market has 3 types, dry food, wet food, and snack. The most common is dry food, it can be used for any breed of dogs, which is enough to fulfill the nutrition need of a dog. However, with good nutrition does not mean that the dog is immune to diseases. One of the common disease, which is skin disease caused the ingredient on the dog food itself, chicken, which causes allergic condition for dogs. Sadly, dog food manufacturers often use chicken protein as their product’s ingredient, due to its cheap price. One of the solution is by feeding the dog with dog food that contain fish or lamb protein. However, the product’s price often is a lot higher than regular dry dog food. In Indonesia, there is a brand of pet food that provide pet food sourced from fish meal with cheaper price compared to its competitor. The brand is called Frost, with Frost Sensitive Skin. The problem is, Frost is considered a new brand in pet food market in Indonesia and people do not want to buy the product, because they do not know the product. Frost has always lack of marketing effort ever since it came to Indonesia. This business plan aims to create an awareness among dog owners about Frost Sensitive Skin and make them start to buy the product. To do so, studies about brand awareness and purchase decision are analyzed, then it is found that in order to create brand awareness, there are some steps that should be done, like identifying target market, creating a company, design packaging and special events, advertising, and after sales or customer service (Gustafson and Chabot, 2007). It is decided to set the target market to 25-40 years old dog owner and lover, whose income is above Rp 5.000.000/month, not loyal to one brand, and searching for a high quality product with cheap price. The company still uses the same company that imports Frost to Indonesia, CV. Dwi Putra Niaga. Packaging will use bubble wrap and cardboard box for online deliveries, and discounts and bundles will be made for special events, like national holidays. Advertising, will utilize social media heavily, by posting images and short videos about Frost Sensitive Skin. After sales and customer service will use WhatsApp as a platform to contain suggestions and complaints, then will also be used as a way to broadcast promos to customers. There are several factors that can influence customer purchase decision for pet owners, which are price, stock availability, family/friends’ recommendation, and online reviews (Roshan, 2022). Those factors can be set to CV. Dwi Putra Niaga’s liking to ensure sales, and backed up the marketing plan that was previously mentioned. Even though in the end of calculation, the total net profit after taxes is in deficit, it should be considered that this paper only focuses on Frost Sensitive Skin products, while there are still 11 other products sold by Frost Indonesia, which will eventually cover the deficit.