Citation:

Ismardiyanti Windiaputri Prasetiawan, Satya Aditya Wibowo. "Proposed Marketing Strategy to Increase Sales of Clear Aligner Product (Case Study: SERI)" International Research Journal of Economics and Management Studies, Vol. 3, No. 8, pp. 443-453, 2024.

Abstract:

Malocclusion, which is a prevalent dental condition that could be seen as a misalignment of teeth, still has a high occurrence in Indonesia's population. About 80% of the people are having this issue, often causing discomfort in oral function, even further to appearance and confidence. This creates a high demand for orthodontic treatment, traditionally known by locals as 'BEHEL', or fixed orthodontic/teeth brackets. Nowadays, dental technology has evolved and introduced an alternative appliance for treating malocclusion: a clear aligner. A clear aligner is defined as a set of plastic trays designed to apply force gradually, series by series, controlling the movement of teeth to their correct position. Several advantages, such as ease of use, enhanced oral hygiene, and aesthetic appeal, have sparked interest. Hence, the global market size is predicted to keep on rising in the future. Amidst this innovation, SERI, a local pride company launched in 2020, comes into the clear aligner industry. In their journey to become the top market leader in Indonesia, SERI had a few challenges. Despite its great potential and qualities, SERI needs to compete with a well-established global leader brand, Invisalign, and other local competitors, such as RATA and OneSmile. As a relatively new brand in the Indonesian market, to sustain its competitiveness, SERI's challenge lies in maximizing sales of its product, which starts from enhancing brand awareness to drive purchase intentions that potentially generate sales. The research aims to study how to increase sales in SERI by addressing the main cause, which is low brand awareness. The marketing plan will be designed with an online and offline strategy, with exploration towards omnichannel, to be able to maximize exposure and tap a wider potential market. The authors conducted quantitative research by distributing online surveys to find out the factors that are preferable for the potential customers, combined with qualitative research that was done externally and with internal stakeholders. The research's objective is to find the best solution to increase SERI sales and propose a marketing strategy implementation plan. The author hoped that achieving it could contribute to solving the problem faced by SERI.

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Keywords:

Omnichannel, Marketing Strategy, Clear Aligner, Brand Awareness.