Citation:

Syifa Thifalni Allivia, Isti Raafaldini Mirzanti. "Strategic Market Launch of Artisan Tea in Indonesia" International Research Journal of Economics and Management Studies, Vol. 3, No. 3, pp. 65-72, 2024.

Abstract:

Pharrell the Crocodile is confronting the challenge of boosting awareness and sales of its products despite previous marketing efforts falling short. To tackle this issue, the company plans to reintroduce its product using a structured go-tomarket strategy. This involves delving into Segmentation, Targeting, and Positioning (STP) theory, as well as Marketing Mix principles, to lay the groundwork for an effective marketing plan. The goal is to identify responsive market segments, target potential consumers within those segments, and position the product in a manner that resonates with the chosen target market. Furthermore, the AIDA (Attention, Interest, Desire, Action) model is utilized to guide the business approach, mapping out the consumer journey from product awareness to purchase decision. By comprehensively understanding each stage of the AIDA model, Pharrell the Crocodile can devise tailored strategies for every phase of the consumer's path. By employing STP, Marketing Mix, and AIDA methodologies, Pharrell the Crocodile aims to enhance the efficacy of its product relaunch campaign. This involves pinpointing the most suitable market segments, crafting products that cater to consumer needs and preferences, and implementing promotional tactics to stimulate interest and purchase intent. The research methodology predominantly relies on qualitative analysis, incorporating data collection techniques such as in-depth interviews with tea enthusiasts.

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Keywords:

AIDA, Go-to-market strategy, Marketing mix, STP.