Outline
Perform a situation analysis
Marketing Objective TANU
Develop Marketing Strategies
Implement and control the marketing plan
INTERNAL ENVIRONMENT
Internal Environment
Add Text
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Public Relation
Youtube Video, Quiz in Instagram
Organic Marketing
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Advertising
Youtube Advertising,
Facebook Advertising, Instagram Feeds
Cost Based Pricing - Floor Pricing
Cheap price
Sales Promotion
Bundling Promotion, Package,
Gift Voucher
Internal Environment
Viewers Gender
56% Viewers adalah wanita usia 13 - 17 tahun
44% Viewers adalah pria usia 13 - 17 tahun
View Rate 13.5%
Total View = 432,896
Internal Environment
Viewers Gender
56% Viewers adalah wanita usia 13 - 17 tahun
44% Viewers adalah pria usia 13 - 17 tahun
View Rate 13.5%
Total View = 432,896
EXTERNAL ENVIRONMENT
SWOT ANALYSIS
MARKETING OBJECTIVE
Marketing Objektif
Marketing Objective
Increasing Customer Loyalty and Brand awareness for customer all over indonesia.
LONG TERM - BRAND AWARENESS
Higher sales to gain higher profit
SHORT TERM - SALES
LT
sT
TARGET MARKET & OBJECTIVE
Target dan Market Strategy
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Target dan Market Strategy
Good SOP
A good SOP makes customers feel satisfied.
SOP differentiation is needed.
Because Makaroni Ngehe are
easy to imitate by competitors
Event and Stand booth
Makaroni Ngehe can join to bazaar to get closer to the target consumers
Social Media
Good social media marketing management can improve brand awareness and increase profit in the future
Young Workers
Working age below 5 years
Teenager / Adult
Middle, Senior School,
College Student
Fresh Graduate
Fresh people who
working in the
company
S T D P
S
T
D
P
Usia 13 -24 Tahun
Kelas sosial menengah ke bawah dan hidup di perkotaan
Segmentation
Personal Taste dan Good SOP Varian Rasa (Asin, Pedas, Keju, dan Balado) dan Level Pedas 1- 5,
Kombinasi Mix
Differentiation
Pelajar, Mahasiswa. Fresh Graduate, Pekerja kantoran kelas bawah
Targeting
Positioning
PRODUCT
STRATEGIES
Product Strategy
Makaroni Kering
Makaroni Basah
Bihun
MaHe Mix
Otak-Otak
Mie Kriuk
Mie Lidi
Usus
Cimol
Basreng
PRICING
STRATEGIES
Pricing Strategy
Rp 6.000,- s/d Rp 10.000,-
Rp 22.000,- s/d Rp 33.000,-
PROMOTIONAL
STRATEGIES
Promotional Strategy
Entertaining Content such as “generasi mecin” collaborating with some talent such as Bang Ijal TV
Facebook Advertising
Cash back that given by some digital payment such as gojek and OVO
Cash Back
Improve content by collaborating with an external video content creator that know about the market trend, and using new talent for new video
Youtube Advertising
Buy 5 get 1, buy 2 get 1 and etc.
Bundling
Adding more video advertising in instagram.
Instagram Advertising
ACTION PLAN
Action Plan
Increase Budget
Create jingle and hashtag
Collaborating with Video content creator for youtube ads, instagram ads, and facebook
Improved Instagram Feeds
Improve facebook ads
Cash Back and Bundling
RESPONSIBILITY
TIMELINE
Timeline Marketing
Jingle and content about new york
Payday promo every 25 - 30
January
Jan
Valentine (buy 2 get 1 and Video about valentine)
Chinese New Year (Angpao contain gift voucher)
Payday promo every 25 - 28
February
Feb
Day of Silence - Discount Promo or Bundling Promo
Payday promo every 25- 30
March
Mar
Easter Egg Promo (egg hunting - quiz di instagram)
Isra Miraj (content about isra Miraj)
Payday promo every 25 - 30
April
Apr
Labor Day
Kenaikan isa almasih
Vesak Day
Ramadhan (promo bundling dengan minuman seperti teh botol)
May
May
Timeline Marketing
Pancasila Day (Quiz tentang hari pancasila berhadiah makaroni ngehe)
Ramadhan - Lebaran (setiap pembelian x dapat kesempatan mendapat THR berupa gift voucher makaroni ngehe)
June
Jun
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Contents
Jul
11 Aug - Idul Adha (Content tentang idul adha)
17 Aug - Independence Day (promo post di instastory seperti #celebratewith mahe)
August
Aug
1 September - Islam New Year (video content tentang tahun baru islam)
September
Sep
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October
Oct
Timeline Marketing
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Contents
Nov
23 December - 25 December Christmas Promo
December
Dec
Sp
Oct
BUDGET
Marketing Budget Planning
Campaign type | Quantity | Projected Cost Per Unit | Total Projected Cost |
Social Media | | | |
6 | Rp. 19,000,000 | Rp 105,000,000 | |
Youtube | 6 | Rp. 29,000,000 | Rp 174,000,000 |
6 | Rp. 19,000,000 | Rp 105,000,000 | |
Joox | 1 | Rp. 35,000,000 | Rp 35,000,000 |
Public Relation | | | |
Content Creator | 1 | Rp. 17,000,000 | Rp. 17,000,000 |
Marketing Budget Planning