Strategy of Instagram Marketing and Implementation of Competitive Design Packaging at SMEs Guriyana Baker Through Business Coaching

DOI

10.2991/aebmr.k.210727.032How to use a DOI?

Keywords

Small Micro Enterprise, Bakery Industry, Digital Marketing, Social Media, Instagram Marketing, Competitive Design Packaging

Abstract

Breads are one of the most delicious foods in Indonesia, especially in Jakarta. There are so many bread companies in Jakarta. To compete in this industry, SMEs should give much effort to survive. Guriyana Bakery is one of the SMEs that survive in this industry. They have a signature product, wide distribution network, and very good production system. One of the ways to develop these SMEs is by excellence promotion on the internet. The objectives of this research are to develop the digital market in order to maintain sales. This study is conducted using a qualitative method, and the data is obtained by observation, surveys, and in depth interviews. The writer utilized social media Instagram as a tool for promotion on the internet. The method writers use is based on instagram marketing strategies by combining several different outcomes. Starting from choosing the right profile photo, and creating visually compelling content. Also, based on evaluation from the questionnaire, writers conclude their packaging isn’t competitive enough to evolve their leads. So basically, they have to redesign the packaging to be more competitive. The seven analytical tools to achieve the targeted results, namely Business Model Canvas (BMC), Porter’s Five Forces, PESTEL Analysis, Service Marketing Mix, SWOT Analysis, TOWS Analysis, and GAP Analysis. These analyses are used as a base to generate the result of this study, as example applying website and social media sites for customers to order products.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Rakhmat Dicky Mohammad
AU  - Sisdjiatmo Kusumosuwidho Widhaningrat
PY  - 2021
DA  - 2021/07/28
TI  - Strategy of Instagram Marketing and Implementation of Competitive Design Packaging at SMEs Guriyana Baker Through Business Coaching
BT  - Proceedings of the Business Innovation and Engineering Conference 2020 (BIEC 2020)
PB  - Atlantis Press
SP  - 181
EP  - 183
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210727.032
DO  - 10.2991/aebmr.k.210727.032
ID  - Mohammad2021
ER  -