MARKETING MIX AND BRAND LOYALTY STRATEGY FORMULATION TO IMPROVE SALES AFTER PANDEMIC (STUDY CASE: PINNAMON BAKERY)

• Main Author: fitri kardinasari, Natasya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71865
• Institution: Institut Teknologi Bandung

The F&B industry is one of the leading sectors which successfully recorded a positive growth of 1.6% during the pandemic even though Indonesia’s GDP is contracted by 2.1% YoY in 2020. One subsector of the F&B industry, which has become the most competitive industry since product & service intersects human basic needs. Each player compete to offer higher value with a different strategy to get a larger market share than the competitors. But the increase in business players, is not in line with the increase in management skills, most businesses started without proper analysis and sufficient management knowledge. Pinnamon is one of the players in the bakery industry in Pekanbaru that was established in 2019. Carrying unique products and concepts, they try to steal the bakery market through their signature product called Pinnamon, made from Danish pastry filled with marmalade pineapple. Covid 19 pandemic and several restrictions right after store opening made the sales decrease. But, after covid recovered several times ago, the sales were hard to bounce back as an initial figure, and customer repetition was very low at 10%. The solution aims to improve the value offered by Pinnamon and retain customers by improving Pinnamon Marketing mix and Brand loyalty strategies to increase sales. Business problem exploration starts with an internal analysis of Marketing mix and company resource and capabilities. Then, the external analysis is made from macro environment analysis, industry analysis, Competitor analysis, and customer buying process. A mixed method approach is used to get customer perceived value for Marketing mix and loyalty in Pinnamon, thus SWOT can be mapped as a basis to identify the solution from internal capabilities towards external opportunities and threats. Having completed a survey with 108 customers and getting deeper insight through interview with 10 customers, it concludes that Pinnamon signature product is only accepted in a niche market, degraded product quality, undervalue product, high price, unstrategic place along with narrow parking space, still lack in social media & digital promotion, standard physical evidence, and lack in customer loyalty aspect. All recommendations are intended for improvement in all those aspects.