IMPLEMENTING GROWTH HACKING TAXONOMY TO INCREASE CUSTOMER GROWTH IN SMALL BUSINESS: BLOCA BRAND

• Main Author: Adya Saputra, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71196
• Institution: Institut Teknologi Bandung

Indonesia is one of the Southeast Asian nations with the greatest economic activity. Micro, small, and medium enterprises (MSMEs) are one of the sectors that support the economy in Indonesia. Local fashion brands are gaining popularity in current conditions. The fashion sector has grown over the past year, every year the new brand has come which makes the competition stronger than before. Growth hacking can be characterized as the concept of online marketing. Using techniques of viral content distribution in social media, growth hacking operations aim to attract the greatest number of customers at the lowest possible cost and to retain customers by influencing their fantastic experiences through continuous product improvement and development. This research aims to find the best marketing strategies using growth hacking taxonomy to increase customers and the implementation plan of proposed strategies. The first step of the research process is to identify the problem or business issue that has arisen within the brand. Depending on the circumstances, there may be more than one business issue to identify. In order to acquire the data, the author will be conducting interviews to the owner as the data resources and employing questionnaires to potential respondents. Both qualitative and quantitative research approaches will be used to investigate the data. The creation of a strategy involves responding to the findings of an analysis so that the author can then suggest a solution and put it into action in order to resolve a business issue. Author uses a mixed-method approach to collect data. Multiple mixed method theorists have produced mixed method typologies. Mixed methods research designs combine both quantitative and qualitative methodologies to collect or analyze data in a single research study. The Author utilizes descriptive statistics, and content analysis to analyze the collected data from questionnaires. Descriptive statistic is a statistic that summarize and categorize the properties of a dataset. A data set is a collection of responses or observations from a sample or population as a whole. After collecting data, the first phase of statistical analysis in quantitative research is to define characteristics of the responses, such as the mean of one variable. Content analysis is one of the standard techniques for analyzing written material or communication, as opposed to behavior or physical objects. The research found that the customer expectation is at a very high rate but the growth of the customer is unstable, even though the brand had collaboration with several influencers and other brands. Author indicates that the only online platform that the brand uses is Instagram with the story feature, meanwhile the duration of the feature only lasted for 24 hours. The Author proposed marketing strategies based on the customer lifecycle stage on growth hacking. Acquisition: Leverage other people’s audience, Activation: Learn flow on boarding, Revenue: Depiction of scarcity, Retention: Increase value, Referral: Automated sharing. The Author also proposed the implementation plan for the proposed strategies and plan will be implemented for 12 months. The proposed implementation plan has been tested in a statistical method to one of the stakeholders, Bloca customers. Respondents as the customers are given with 5 questions about the customer lifecycle stage, respondents need to choose which one they prefer in every stage, the biggest percentage in every stage will be the strategy that the Author chose to be the proposed solution for Bloca.