ANALYSIS OF MARKET PERSONA AND MARKETING STRATEGY ON DATE-BASED DRINK

• Main Author: Fathur Rahman, DT.
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84740
• Institution: Institut Teknologi Bandung

MSMEs play a crucial role in the Indonesian economy, with a growing number of business actors, particularly in the culinary sector. Date-based beverages like date milk have become a popular trend, especially during the pandemic due to their health benefits. One such brand is Susu Kurma Mama from Bandung. However, the increasing competition from industrial-scale date milk producers and other homemade brands has led to a decline in turnover as the pandemic comes to an end. This is one of the threats to the sustainability of Susu Kurma Mama business. Cafes are one of the new marketing channels to expand the market and increase sales turnover. This study aims to identify the market persona targeting for Susu Kurma Mama and determine the necessary marketing strategies for promoting the product in cafes as a potential marketing channel in the future. This study employed a qualitative approach through semi-structured interviews conducted with 38 cafe visitors who fit the criteria of the chosen potential persona group. The participants in this study were divided into 5 job categories: employees, selfemployed individuals, civil servants, housewives, and students. The results of the study showed that first target market persona of Susu Kurma Mama is a male, self-employed (business owner) that values the quality and uniqueness of drinks including date milk and also give positive reviews about it. The second persona is a housewife that open to trying new offerings and are deemed safe for consumption including date milk which is beneficial for health. A funnel marketing approach was adopted to delineate the stages of customer engagement: Get, Keep, and Grow in Awareness, Interest, Desire, Action framework such as combination menu, providing certification of safe consumption, promoting the date milk menu, offering testers, maintaining product quality, referral program, partnerships with sales channels in café, leveraging social media platforms and channels.