GO-TO-MARKET STRATEGY OF PHARRELL THE CROCODILE ARTISAN TEA

• Main Author: Thifalni Allivia, Syifa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80832
• Institution: Institut Teknologi Bandung

Pharrell the Crocodile faces the challenge of increasing consumer awareness and purchase behavior of its products. Despite implementing marketing strategies, awareness of the product has not reached the desired level, and has not been able to encourage consumers to make purchases. In an effort to address this issue, Pharrell the Crocodile plans to relaunch the product by adopting a structured go-to-market strategy approach. This research explores the basic concepts of Segmentation, Targeting, and Positioning (STP) theory, as well as Marketing Mix, to form the foundation of an effective marketing strategy for Pharrell the Crocodile. This approach aims to determine the market segments that are most responsive to the product, target potential consumers within those segments, and position the product in a way that appeals to the selected target market. In addition, the AIDA (Attention, Interest, Desire, Action) approach is also used as a framework to define the right business solution. The AIDA stages allow Pharrell the Crocodile to understand the consumer journey from being aware of the product's existence to finally making a purchase. By understanding each of these stages in depth, Pharrell the Crocodile is able to devise appropriate strategies for each phase of the consumer journey. Through the use of STP, Marketing Mix, and AIDA approaches, Pharrell the Crocodile expected to increase the effectiveness of its product relaunch marketing campaign. This involves selecting optimal market segments, developing products that meet consumers' needs and wants, and implementing promotional strategies that build interest and purchase intent. This research focuses on qualitative analysis, with data collection methods that include in-depth interviews with tea-loving consumers.