Marketing Strategy Through Social Media of Sriboga Easymix Product (Sriboga Food Solution)

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Wahyudi, Achmad and Munthe, Andri Oscarrianto Ginting and Satyagraha, Ganesh Pamugar and Chandra, Michael Chris and Sibuyo, Lady (2018) Marketing Strategy Through Social Media of Sriboga Easymix Product (Sriboga Food Solution). Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

Sriboga Food Solutions, the food ingredient division of Sriboga Flour Mill developed Sriboga EasyMix products as a seasoning flour product which focuses on the B2B market. Last 2015 the company entered the B2C market which was a tough endeavor because of the wide and mature competition in the industry. The objectives of this study, Marketing Strategy through Social Media of Sriboga EasyMix products is to help Sriboga Food Solutions, communicate the USP of Sriboga EasyMix of No MSG without violation the regulation from BPOM and secondly is to maximize the Social Media Marketing of Sriboga EasyMix to communicate to their target customers in order to grow their B2C segment. These objectives were derived based on the problems that this study will address. First, BPOM has a strict regulation that brands cannot claim No MSG in their products such as packaging or printed materials. However, No MSG is one of the Unique Selling Proposition of Sriboga EasyMix which differentiates it from other brands. Second is that the group conducted a preliminary study and the results showed that Sriboga EasyMix has low market share based on company data and low awareness based on the results of the quantitative survey. The company also has Social Media assets that are mainly used for their B2B segment. The group identifies Social Media strategies that will allow Sriboga EasyMix to communicate to their B2C customers. The group conducted an Interview with Key Stakeholders in the company and a Qualitative Study through Observation by visiting retail stores in which Sriboga EasyMix are sold and users of the product, and Netnography in which the group searched and visited the social media assets of seasoning flour brands. The group also conducted a Quantitative Analysis by distributing an online survey to respondents for a duration of one month. Keywords: Marketing, Social Media, Sriboga EasyMix, Without MSG

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HF Commerce
Divisions: Library > GFP (Group Field Project)
Depositing User: Hasna Salsabila
Date Deposited: 17 Jan 2020 05:13
Last Modified: 17 Jan 2020 05:13
URI: http://repository.ipmi.ac.id/id/eprint/397

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