DIGITAL MARKETING STRATEGY TO OPTIMIZE SALES OF OMBI CATTERY

• Main Author: Yudha Adhy Wibawa, Bobby
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71216
• Institution: Institut Teknologi Bandung

OMBI Cattery is a certified purebred cat breed registered in three international cat associations, namely CFA, FiFe, and WCF which was established in 2015. OMBI Cattery breeds three cat breeds, namely British Shorthair, Maine Coon, and Russian Blue. Cats are marketed both online and offline, the online media used include Instagram and TikTok as the most effective channels. After the pandemic began to end in 2022 there was a decrease in online kitten sales. Therefore this final project aims to find a digital marketing strategy to increase sales of kitten OMBI Cattery, and measure the results with implementation for one month. Based on competitor analysis and STP within the conceptual framework, OMBI Cattery can be differentiated based on price and quality. From the analysis of the root causes of the problem, low sales on social media are caused by two problems, namely inbound and outbound marketing. The results of this study found that planning content and placing advertisements can increase the number of followers and engagement rates which in turn increase sales from OMBI Cattery.