STRATEGIZING BRAND AWARENESS AND SALES FOR PROBIOTIC BEVERAGES: ANALYZING THE GO-TO-MARKET APPROACH OF MAYVIT KOMBUCHA

• Main Author: David Kurniawan, Gilbert
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84016
• Institution: Institut Teknologi Bandung

Following the end of the COVID-19 pandemic, awareness toward health products among the Indonesia population, especially Gen-Z in West Java has continued to increase. This research focuses on developing a go-to-market strategy for Kombucha beverages to enhance their awareness and sales. The data was collected through in-depth interviews with consumers of Mayvit Kombucha and processed using open, axial, and selective coding methods. Then, the results were integrated into the "Pirate Metrics" framework to design an accurate and measurable strategy. Findings indicate that Mayvit consumers are already aware of the healthy beverage industry, and Gen-Z has high digital literacy, making social media the primary information channel. This strategy also emphasizes the importance of partnerships with local retail stores and the implementation of retention and affiliate strategies to increase loyalty and sales. Mayvit is advised to implement this strategy until 2026, targeting a conversion rate of 1% from awareness to purchase, with expected annual increases to achieve the set sales targets.