MAXIMIZING THE UTILIZATION OF INTEGRATED MARKETING COMMUNICATION TO IMPROVE PRODUCT SELLING TOWARDS BUNDLE OF JAR COMPANY BY ONLINE MEDIA BASED ON BUYER'S PERSPECTIVE

• Main Author: Buana Desy Ariyanti, Tri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78647
• Institution: Institut Teknologi Bandung

Small and Micro Enterprise consist of small enterprises in various of industries, micro enterprises, family workshops, and private business (Wang & Yang, 2014). Bandung as a tourism city paralled with the culinary industry that exist. Based on statistic, the culinary industry in Bandung always growth. Bundle of Jar is a company in culinary industry that serve healthy food in Bandung. The company has concept serve healthy yet tasty food. Bundle of Jar established since 2015, however the company now is having problem with their sales. One of the reason of their low sales is in the marketing aspect. This research use some literature reviews, there are buyer persona, marketing mix, Business Model Canvas, and Integrated Marketing Communication. This research is qualitative research (data will be in words rather than numbers) . It is appopriate to applied if the question of the study is ‘what’ or ‘how’ aim of this study is to understand some aspects of social life based on the perspectives of participant, explore meaning, or observe a process in a depth. The primary data will be collected by interviewing the customer persona of Bundle of Jar, while the secondary data will be gathered from the data owned by company (observation). The proposed solution is derived from the new marketing mix, Business Model Canvas, and Integrated Marketing Communication (IMC). The implementation plan will be explained in 12 weeks from September to December 2017.