DEVELOPING INSTAGRAM MARKETING STRATEGY: A CASE STUDY OF LIL’BITES

• Main Author: Khadija Purnomo, Raissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85792
• Institution: Institut Teknologi Bandung

The government is currently facing a significant challenge with regards to malnutrition, particularly in Indonesia, due to its high prevalence. An issue of malnutrition that requires attention is wasting, which has shown a rise in comparison to the previous year. Wasting is a nutritional issue that leads to insufficient weight and height in children, failing to fulfil the expected norms for their age group. This nutritional concern is intimately associated with food as a means of fulfilling the nutritional requirements of children. Children require both main meals and snacks to improve their nutritional intake. Parents are becoming increasingly aware of the nutritional value of the meals they provide for their children. Nevertheless, the prevailing market conditions indicate that the existing children's snacks frequently lack nutritional value and do not sufficiently fulfil their nutritional needs. This is where Lil'Bites steps in, as a children food business specializes in offering healthy and nutritious snacks. Lil'Bites provides products crafted from nutritious ingredients to fulfil the nutritional requirements of children. As a business, one of Lil' Bites primary marketing channels is Instagram. This study aims to evaluate, enhance, and optimize the effectiveness of Lil' Bites' Instagram marketing strategy with the overall objective to assess, improve, and optimize the performance of Lil' Bites' Instagram marketing strategy and increasing market awareness on Instagram. This study employs the problem-solving approach to evaluate the internal and external factors that influenced the Instagram marketing strategy of Lil' Bites. The research then narrows down the findings by using Fishbone analysis to identify the fundamental causes. Consequently, this research has led to the development and implementation of solutions and an action plan for enhancing Instagram marketing strategies to be more engaging and effective. This requires financial support and the development of human resources' skills.