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PROPOSED DIGITAL MARKETING STRATEGY FOR MADU TAVA BRAND
No full textMadu Tava is a company that is engaged in healthy food and drink commodities. The market demand for healthy food and drinks in Indonesia is increasing every year. Madu Tava produces pure honey or raw honey from the Apis Mellifera type of bees or the so-called superior bees, Western honey bees. Madu Tava has a problem that must be resolved and a goal to be achieved, and that is the lack of Madu Tava brand awareness compared to other honey product competitors, while the goal to be achieved is to optimally increase sales every month on e-commerce, online platforms. The main objective of this research is to provide solutions for digital marketing strategy with minimal marketing cost to resolve the sales problems for the Madu Tava brand. This research utilizes internal and external analysis. Internal analysis consists of STP analysis tools, digital marketing, and marketing mix. For the external analysis, the used tools are market analysis, consumer analysis, and competitor analysis. Conduct a SWOT analysis to evaluate the business condition, and an Ishikawa fishbone diagram to determine the root cause of the problem. The fact that the market for honey products is very sensitive towards the question of pure or impure due to the lack of knowledge about raw honey is creating a challenge to figure out a solution. The research solution will use content marketing, such as photo, video, product educational content, and copywriting. In optimizing online sales, a strategy of optimizing e-commerce digital marketing will be carried out, optimizing regular content posting activities on digital social media, and for paid services such as advertising on digital social media Facebook ads, Instagram ads, Google ads and Tiktok ads.Keywords: Healthy Beverages, Digital Marketing, Marketing Strategy, Content Marketin
Design, Financial Projection, and Implementation for Online Marketplace for Gaming Focused Products (Case Study PT. Candra Dimuka Investama)
No full textPT. Candra Dimuka Investama is a start-up company that focuses on e-commerce and digital marketing. The company started in 2020 with the project of an online marketplace for gaming-focused products. The idea is that to be a platform for gamers in Indonesia to transact digital items that is not available in a common marketplace like Tokopedia and Shopee. The global gaming industry is growing rapidly, with a CAGR of 9.17%. Indonesia gaming market is more promising with expected growth of 25-30% in the next few years, expected to be the top 5 global markets in 2030 at a size of USD 4.3 billion. This study will help the company to analyze the business and planning for the design, implementation, and financial projection for the next ten years with using the feasibility study method of Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period (PP) and Profitability Index (PI). The method to value this investment is using Discounted Cash Flow (DCF) to the Free Cash Flow (FCF) to the firm. Risk analysis was conducted with sensitivity analysis, scenario analysis, and Monte Carlo analysis. Keywords: Financial feasibility study, investment, marketplace, gaming industry, DC
Digital Marketing Strategy Of Independent Record Label In Digital Era (Study Case FFWD Records)
No full textWith digital development how we consume music is change, thanks to music platform like Spotify, iTunes, and Joox; we can easily hear our favourite song. This might make it easier for music lovers to listen to their favourite songs. On the other hand, it burdens the record label, like independent record label, because musicians already don't seem to need their service. FFWD Records as one of Indonesia independent label, feel the impact of the digital era with the decline in physical sales. In this study author using external and internal analysis. External analysis is used to determine opportunities and threats from the market, while internal analysis is to determine the strengths and weaknesses of the company itself. The analysis will then continue to the SWOT analysis that is built based on the two analysis earlier. After that, IE Matrix and RACE Framework are used to propose strategies that will be used by FFWD Records. The results of the analysis, the authors propose 3 strategies namely, form a digital marketing team; social media, marketplace, and music platform optimization; and optimizing comment features on all online platforms to get feedback from consumers.Keyword: Digital Era, Digital Marketing, FFWD Records, Indie Label, Music Business
Marketing Communication and Promotion in Competition With SOS Honey at Makuka Honey Business
No full textOne of the old and classic issues in the honey business is the circulation of SOS honey (Syrup, Oplosan and Synthetic). SOS Honey is very dangerous for the health of people who consume it in the long term. The massive distribution of SOS honey in the market is due to its low price, abundant stock and low public knowledge or concern for the quality of the honey it consumes and the massive marketing. Makuka Honey, as one of the sellers of pure honey, the impact of the large number of SOS honey circulation, both the impact on the sale of honey and the negative stigma of the community on honey in the market and causing trauma to people for consuming honey. In carrying out the sale of pure honey, Makuka Honey also faces considerable challenges, such as a new brand that is not yet widely known, the price of pure honey is expensive, pure honey often runs out of stock in the field during the honey dry season. In this project, we conducted an in-depth study of the problem with data and references from surveys, books, articles, web and internal company data. Then performed analysis with VRIN, PESTEL, Perceptual mapping, customer analysis, competitor analysis and five whys. To get a solution. The results of this project provide solutions such as providing education to consumers about the importance of pure honey and the dangers of consuming SOS honey, making their own bee farms, conducting direct harvesting and inviting consumers to participate in harvesting to forests / farms, conducting paid promotions to online and offline media, having legality quality from the government (HALAL / P-IRT), has its own honey shop, makes harvest documentation videos, conducts honey stock during the honey season, carries out promotions through relatives / family and conducts laboratory tests on a regular basis. That Makuka Honey continues to survive and become the winner in the face of the SOS honey business competition.Keywords: SOS Honey, Sirupan Honey, Mix Honey, Synthetic Honey, Pure Honey, Quality Honey, Marketing Strategy
Proposed New Business Model on Virtual Reality Tour Based on Customer Segmentation (Case Study of PT Telkom Indonesia)
No full textA virtual reality tour or VR tour is one of the current tourist industry trends. Virtual tours have become widely known since the pandemic, and virtual tours are an alternative to entertainment while at home. Nevertheless, the use of VR in Indonesia itself is still relatively minimal. Seeing the opportunities in the development of VR in Indonesia, PT Telkom has the initiative to develop VR tours with the theme of ten new Balis as a collaboration with the ministry of tourism to promote tourist destinations. However, due to the lack of use of VR in Indonesia, PT Telkom is still unable to determine the right target market for the development of this virtual tour business. The target market is the first step to determine the business model that Telkom wants to develop. In developing a virtual tour that is in accordance with the wishes of consumers, this research conducted a survey of customers. The survey was conducted using an open-ended survey to gain insight from customers on virtual tours. Based on the survey results, the root of the problem lies in the lack of experience they get when using virtual tours because the content such as images and videos received is unclear. From this problem, a solution is made in a business model to develop a virtual tour tailored to the customer's needs using lean business model. In implementing the implementation plan, the author recommends using pirate metrics starting from the awareness of potential customers to how potential customers can invite other potential customers to use this virtual tour.Keyword: Customer Segment, Lean Business Model, VR, Virtual Tou
A Proposed Knowledge Transfer Process for Drilling and Completion Department During an Oilfield Block Transition Period (Case Study PT America Oil Company and PT Indo Oil Company)
No full textBased on the ESDM regulations, the government will either: (1) Extend the block management, (2) Handover to Pertamina, or (3) Contractor and Pertamina Joint operations. Koala block was awarded to PT. American Oil Company in 1971 with total 50 years of contract duration. in 2018, the government has decided that the block operation will be handed over to Pertamina. The government expect a seamless transition period in a safe, smooth, and reliable manner. This including Drilling and Completion activities and knowledge transfer process in will play significant roles. The knowledge transfer process proposal in this research is based on a “modified” knowledge transfer model from the Liyanage study (2014) of awareness, acquisition, translation, association, application, and externalization/feedback. The first three steps will be performed by PT. AOC and the last three steps of association, application, and externalization will be performed by PT. IOC and will be the main focus for this research. Integration of three Knowledge Management (KM) pillars and SECI model (Nonaka, 1994) was introduced to enrich the content of the research. An implementation plan available in the last chapter and serves as a general time guideline for the knowledge transfer process. Keywords: Knowledge transfer, D&C Department
Proposed Marketing Strategy For Outdoor Apparel Based On Consumer Perception And Lifestyle Case Study Of Zebrawall Outdoor Apparel
No full textOutdoor activity is a popular activity in Indonesia. The increasing trend of outdoor activity affect the increase growth of outdoor apparel industry. Zebrawall is a local outdoor apparel brand from Bandung. With intense competition in the outdoor apparel industry, Zebrawall begins to lose consumers and its brand is slowly being forgotten. To remain competitive in the industry, previous literature suggest that the company should understand consumers’ lifestyle and their perception toward outdoor apparel. The objectives of this study are, To analyze the relationship between consumers’ perception and purchase intention of outdoor apparel products; To analyze the relationship between consumers’ lifestyle and their intention to buy outdoor apparel products; and To suggest appropriate marketing strategy based on consumer perceptions and lifestyle. This study used a mixed methodology. External analysis was performed using PESTLE analysis, Five Porter Forces, competitor and consumer analysis; The internal analysis was carried out using the RBV, VRIO, STP and marketing mix. SWOT and Fishbone analysis identified the root causes of low purchases of outdoor apparel products. Based on TOWS Matrix analysis 8 business solutions selected to solve the root causes of the problem and formulate them into marketing strategy. Keywords: consumer perception, lifestyle, purchase intention, outdoor appare
Consumers Choice Decision Towards Electric and Conventional Motorcycles
Get PDFAbstract. Air pollution is one of the most pressing emerging issues in Indonesia. To reduce emissions, people need to shift from conventional to electric motorcycles (EM). However, the number of conventional motorcycles (CM) in Indonesia is still far above electric, and there is no certainty whether the market will adopt it. Therefore, this research aims to identify significant factors that influence consumers’ decision in choosing electric or conventional motorcycles and to identify preferred motorcycle type, as well as to calculate the elasticity of each factor. Choice modeling analysis is used to estimate the probability of choosing motorcycles and the attributes that influence the decision. Data is collected through an online survey sent to 470 respondents. This research used three methods in processing the data: factor analysis, multinomial logistic regression, and demand elasticities analysis. Based on the result of this research, it is found that the significant factors are purchase price, charging times, driving range, and attitude towards each motorcycle type. Additionally, it is found that most of the respondents prefer electric motorcycles to conventional ones. The results suggested that motorcycles manufacturers should consider selling EM with lower prices, develop fast charging technology, and improve driving range, while the government should provide incentives for EM users. Therefore, this research supports findings to decrease air pollution in Indonesia by increasing the use of EM.Keywords: Electric vehicles, motorcycles, choice modeling, significant factors, stated preferenceAbstrak. Polusi udara adalah salah satu masalah yang paling mendesak di Indonesia. Untuk mengurangi emisi lokal, banyak orang harus beralih dari sepeda motor bertenaga gas ke sepeda motor listrik. Namun, jumlah sepeda motor konvensional di Indonesia masih jauh di atas sepeda motor listrik, dan belum ada kepastian apakah pasar akan mengadopsinya. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi faktor-faktor signifikan yang mempengaruhi keputusan konsumen dalam memilih sepeda motor listrik atau konvensional dan mengidentifikasi jenis sepeda motor mana yang disukai, serta menghitung elastisitas masing-masing faktor. Analisis choice modelling digunakan untuk memperkirakan probabilitas seseorang dalam memilih jenis sepeda motor dan atribut apa yang mempengaruhi keputusan mereka. Data dikumpulkan melalui survei online yang dikirimkan kepada 470 responden. Penelitian ini menggunakan tiga metode dalam mengolah data, yaitu analisis faktor, regresi logistik multinomial, dan analisis elastisitas permintaan. Berdasarkan hasil penelitian ini, ditemukan bahwa faktor signifikan yang mempengaruhi keputusan konsumen dalam memilih sepeda motor listrik adalah harga beli, waktu pengisian, jangkauan mengemudi, dan juga attitude. Selain itu, ditemukan bahwa sebagian besar responden lebih memilih sepeda motor listrik daripada yang konvensional. Maka dari itu, rekomendasi untuk perusahaan motor dalam pengembangan motor listrik adalah memperhatikan harga, mengembangkan teknologi fast charging untuk sepeda motor listrik, dan mengembangkan jarak tempuh untuk sepeda motor listrik. Pemerintah juga harus mendukung penggunakan motor listrik dengan memberikan insentif kepada penggunanya. Oleh karena itu, temuan dari penelitian ini mendukung dalam mengurangi polusi udara di Indonesia dengan cara meningkatkan penggunaan sepeda motor listrik.Kata kunci: Kendaraan listrik, sepeda motor, choice modeling, faktor-faktor yang signifikan, stated preferenc
Trustworthiness in Collaboration: A Simple Hypergame with Relational Attitudes Analysis
Get PDFTrust is an important factor in negotiation and business collaboration and can be achieved through mutual understanding between characters involved in this social interaction. Only a few research using mathematical modeling treated the behavioral aspect of those characters, both rationally and emotionally. The purpose of this paper is to analyze and discuss the relationship between rational and emotional aspects of mutual understanding in a collaboration. This paper adopted and modified conventional concepts of misperception and psychological phenomena of the characters by using hypergame and attitudes analysis, respectively. First, I defined collaboration in social systems in term of normal form game-theoretical model, and then by using hypergame in which each character has their own internal model, I explained how rational understanding can be achieved. Next, using attitudes analysis, I discussed how important characters’ attitude towards others are and showed that we need also a strong equilibrium of emotional understanding for a collaboration to produce trust as a result. Finally, this paper proposed a new concept of collaborative social systems equilibrium through such rigorous analysis.Keyword: Attitudes, Collaboration, Hypergame, Social Systems, Trust, Trustworthiness
A Law School Case: Product Evaluation and Improvement with Design Thinking and Marketing Mix
No full textA law school that existed in Jakarta is wishing to expand its school and impact to Indonesia. With disruption in the teaching and learning process due to the COVID-19 pandemic, the law school plans to recalibrate the product and marketing. What feedback and improvement to the product of this law school? This research aims to improve products and marketing to attract customers. To answer the question, the author identifies the product development and improvement expected by the target market and does effective marketing with a marketing mix. The research methodology was carried out using design thinking with literature studies and empirical studies. Data were collected qualitatively and quantitatively with primary data and secondary data. The results obtained from this research are changes in subject, syllabus, learning methods, brand management, and plans for cooperation. The result implication to the business is to make the law school more attractive to the customers. Keywords: Effective marketing, law schools, product developmen