PROPOSED MARKETING STRATEGY TO INCREASE SALES OF CLEAR ALIGNER PRODUCT (CASE STUDY: SERI)

• Main Author: Windiaputri P., Ismardiyanti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85919
• Institution: Institut Teknologi Bandung

Malocclusion, which is a prevalent dental condition that could be seen as a mis-alignment of teeth, still has a high occurrence in Indonesia's population. About 80% of the people are having this issue, often causing discomfort in oral function, even further to appearance and confidence. This creates a high demand in orthodontic treatment, traditionally known by locals as ‘BEHEL’, or fixed orthodontic/ teeth-brackets. Nowadays, dental technology has evolved and introduced an alternative appliance in treating malocclusion: clear aligner. Clear aligner is defined as a set of plastic trays, designed to apply force gradually, series by series, controlling the movement of teeth to its correct position. Several advantages such as ease of use, enhanced oral hygiene and aesthetic appeal have sparked interest, hence the global market size is predicted to keep on rising in the future. Amidst this innovation, SERI, a local-pride startup launched in 2020, comes into the clear aligner industry. In their journey to become the top market leader in Indonesia, SERI had a few challenges. Despite its big potential and qualities, SERI needs to compete with a well established global leader brand, invisalign, and other local competitors, such as RATA and OneSmile. As a relatively new brand in the Indonesian market, to sustain its competitiveness, SERI’s challenge lies in maximizing sales of its product, which starts from enhancing brand awareness to drive purchase intentions that potentially generate sales. The research aims to study how to increase the sales in SERI, by addressing the main cause which is the low brand awareness. The marketing plan will be designed in an online and offline strategy, to be able to maximize exposure and tap a wider potential market. The authors conducted quantitative research, by distributing online surveys to find out the factors that are preferable for the potential customers, combined with a qualitative research that is done externally also with internal stakeholder. The research’s objective is to find the best solution to increase sales of SERI and propose a marketing strategy implementation plan. The author hoped by achieving it could contribute in solving the problem faced by SERI.