PROPOSED MARKETING STRATEGY TO INCREASE SALES OF KUDIMON HEALTHY FOOD

• Main Author: Kumara Suci, Ranti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75729
• Institution: Institut Teknologi Bandung

Kudimon Healthy Foodies one of the MSMEs in Bandung that focuses on healthy snacks. After the pandemic subsided, based on internal data and information from management, Kudimon Healthy Food also faced problems related to sales 6 months ago. After conducting an in-depth interview with one of the owners of Kudimon Healthy Food, lack of knowledge about proper marketing strategies is one of the main problems faced by Kudimon Healthy Food. This could be due to limited time, resources, or accessibility to the information needed. Lack of access to a wide number of marketing platforms and mediums such as large markets and potential customers. This can be caused by limited capital, knowledge, and/or limited human resources. In this paper, the author conducts quantitative research by conducting preliminary surveys and in-depth interviews with various parties as a new potential market segment for Kudimon Healthy Food to achieve sales, Kudimon Healthy Food only conducts Business to Consumer (B2C) sales. The author also analyzes the factors that influence the buying interest of new market candidates Kudimon Healthy Food. The analysis was conducted internally using: Segmenting, targeting and positioning, Marketing mix, VRIO Framework and Business Model Canvas, as well as external analysis consisting of Porter 5 forces, PESTEL analysis, Competitor analysis and Consumer analysis. The results of the author's research, Kudimon Healthy Food can expand its promotion and increase sales ratings in the market place, create a strong online presence and engage with potential customers, Develop an effective content marketing strategy by creating engaging and informative content for websites and social media platforms, Discounts or incentives can be given to customers who make multiple purchases or refer friends to the brand and offer samples it's free to customers, in-store or online, which is likely to increase their trust in your product.