DIGITAL MARKETING STRATEGY IN ACQUIRING B2B CUSTOMERS: FULL SERVICE RESTAURANTS. (CASE STUDY: PT MERAH BIRU INDONESIA)
The food service industry in Indonesia continues to grow in rapid pace, and this naturally offers opportunities for suppliers of products ranging from basic agricultural commodities through prepared and processed foods to ingredients. Though, the historical sales tactic based upon personal relations...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/83172 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The food service industry in Indonesia continues to grow in rapid pace, and this naturally offers opportunities for suppliers of products ranging from basic agricultural commodities through prepared and processed foods to ingredients. Though, the historical sales tactic based upon personal relationships and real-world contacts struggles to transition models for a digitally-led marketplace. This present study focuses on a digital customer journey in their purchasing decisions of Indonesian Full-Service Restaurants (FSRs) and investigates how they engage with the brand through several specific touchpoints specifically deliver digitally. The author then conducted twelve in-depth interviews with FSR owners and managers identifying three specific segments; Relationship-Driven Traditionalists, Digitally Engaged Trend Seekers, and Hybrid Decision-Makers. This research leveraged an interpretative approach and investigated how the customer journey differs using Organization Buying Behavior (OBB) and 5As as teaching frames. The results demonstrate how - in terms of selecting suppliers, collecting information and making decisions about the purchase- each segment behaves a lit bit differently. Traditionalists focus on established relationship and offline interactions, with Trend Seeking consumers actively utilizing digital channels for research & supplier discovery. Hybrid Decision-Makers combine both online and offline approaches, valuing convenience and information.
This study further uses these insights to present a customised digital marketing strategy for PT Merah Biru Indonesia (PT MBI), a leading condiment producers in Indonesia. This encompasses touchpoint optimisation throughout the customer journey and multichannel levers (digital & offline) to grow brand awareness, engagement and sales conversion for each segment. The study adds to the growing literature on B2B digital marketing in emerging markets, and emphasizes that firms need to address this diversity by utilizing strategies tailored for each type of customer journey. It also makes actionable suggestions for PT MBI and other food suppliers to adapt deftly in an evolving digital environment, and seize the massive growth opportunities that abound in Indonesia (specifically FSR).
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