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Proposed Marketing Strategy to Attract and Educate the Market of Healthy Products (Case Study: Toomat Brand)

Laksamana Virtuecrat, Sonny Rustiadi


Abstract. Toomat is SME’s who takes a part and participate in the healthy industry. This research aim is to identify the factors affecting customer attraction and the suitable marketing communication strategy for Toomat. Internal and external analysis are used in order to determine the cause of product’s lack of demand. Internal analysis that is used are Value Proposition Canvas and Marketing Mix. While, external analysis used in this research are Five Porter’s Model and Benchmarking. Based on those methods the solution of the problems is identified with TOWS Matrix. This research is using Business Model Canvas and Integrated Marketing Communication for proposed strategy. In order to formulate a proper marketing communication, this research is conducted through qualitative research by using in-depth interview with healthy communities to design marketing communication strategy. The results show that the effective communication channel is advertisement in online media. Beginning with identifying the target audience and determining the communication objectives. Toomat would prepare communication content which had strong, positive, and appealing content about healthy lifestyle. Online Marketing, Sales Promotion, and Event Marketing were chosen as proposed IMC. Proposed strategy should increase product sales and reduce the amount of loss in the future.

Keywords: Benchmarking, Business Model Canvas, Healthy Industry, Integrated Marketing Communication, SME’s


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