In today’s age, the industry is getting increasingly competitive. Every company, either big or small, is competing to deliver only the best to sell to customers. One of the most prominent parts of managing a company is knowing how to marketize its products or services to customers as best as possible. Therefore, there is a need to have a proper marketing strategy to serve the company’s goal effectively.

Marketing strategy is a game plan for businesses. It consists of the four Ps of marketing—namely product, price, place, and promotion (Barone, 2021). This strategy is derived from what your company stands for and the reasons why it deserves to be taken seriously by prospective customers. Eventually, it can really break or make your business. Thus, the reason marketing strategy serves as a prominent key to any business out there.

Before we begin to create a marketing strategy, there is a need to understand the market that your company is trying to penetrate. There is a need to conduct market research before writing out your marketing strategy. After then, we can figure out which market suits our company’s vision best. Then, marketing strategy can help to build our branding towards that intended market segment.

(Roticoklatku Website, 2022)

 

One example comes from a small-to-medium enterprise namely ‘Roticoklatku’. Their brand began its journey by selling chocolate bread with no preservatives and MSG. Starting in Jakarta, now they have successfully grown their business nationally, teaming up with resellers from various places in Indonesia. Now, Roticoklatku has over 492 thousand followers on Instagram selling more than just chocolate bread.

Roticoklatku mainly targets teenagers and young adults on social media. They also seem to expand their target range to stay-at-home parents and people who love to snack. Nowadays, people who live in metropolitan areas tend to have busy lives and have little to no time to cook. Therefore, they would want to buy easy or ready-to-cook meals instead. Seeing this, Roticoklatku resorts to doing most of their marketing on social media, where their target market spends most of their time in, by endorsing many famous Insta-celebs many times and has reached quite a large audience through this approach.

Moreover, Roticoklatku uses a slow and steady approach when it comes down to introducing other items. They sell more than 30 different foods, mostly bread and ready-to-cook items. They manage to keep their prices low, but mostly sell their items in packages. With this approach, customers have no options to buy less than what Roticoklatku has intended to sell.

After years of consistent growth, we can conclude that Roticoklatku has benefitted greatly from its effective marketing strategy. They have been the go-to place to buy cheap, easy-to-cook foods and snacks. Their constant increase in new arrivals allows them to expand their targeted market. They have also been able to create their brand image as not-cheaply-made items. Instead, they are known for selling products worth buying even though they sell their products at relatively low prices.

In conclusion, an effective marketing strategy can elevate your business effectively when used properly. With the case of Roticoklatku, we can see that they have steady growth over time by using their own personalized marketing strategy. They have established a good image brand in their customers’ eyes.

 

 

By:

– ARNETTA ANGIE KURNIAWAN

– GIO GHAZI FALAH ANDERI

– LEVINKA ESTHALIANI

– NAJWA SAFA ARSYLA

 

References

  1. Barone, A., 2021. Marketing Strategy. [online] Investopedia. Available at: https://www.investopedia.com/terms/m/marketing-strategy.asp [Accessed 17 March 2022]
  2. (2022). Website’s Homepage [Screenshot]. Indonesia. https://toko.ly/roticoklatku/home

[Accessed 18 March 2022]