MARKETING STRATEGY TO PENETRATE SMART CONTROLLER FOR CHICKEN FARMERS IN INDONESIA

• Main Author: Nuraini Latifah, Vania
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79720
• Institution: Institut Teknologi Bandung

Chicken has the biggest consumption per capita in Indonesia compared to beef and pig consumption. Biggest number on the chicken consumption makes the chicken industry business more interesting, but when growing the chicken, farmers often have several problems likes low farm efficiency because of higher of dead chicken, difficulty in managing farm operation & need to be in the farm 24/7 otherwise many problems will arise. Therefore, Pitik built and launched a smart controller to control coop condition with setting configuration that can be controlled remotely. To create the marketing strategy to penetrate smart controller, this research will analysis the internal and external condition using VRIO, Competitor Analysis, and Porter’s Five Forces. To define the market selection (Segmentation, Targeting market and Product positioning) and marketing mix using 4P (Product, Price, Place / Distribution, and Promotion) of smart controller, we using questioning methods by interviewing 8 farmers in West Java Area and use axial coding to analysis the data. The result of this research is Pitik will create products that cover farmer’s needs and different with other product in the market. To makes farmers interest with the product we offer several pricing scheme or method, and the scheme doesn’t burden farmers, therefore we offer two method of payment which are buying product and subscription method for farmers that never use the products before. To cover all types of farmers, we are using 360 marketing communication with offline and online communication. Offline communication will be implemented only when introducing the product for the first time to farmers and to maintaining customer we use online communication to make people aware and remind on how to use the application and get new customers. To get more customers we offers cashback and referral program for farmers.