Strategic Marketing Plan

Improve Brand Awareness

of Serasa Food (Dapur Ijah
By:
Djuhandary Nusantoro
Serasa in Brief
PT. Serasa Selera Nusantara (Serasa Food) has the calling
from the owners’ consciences to establish the company
who can empowers the SMEs under Serasa Food coverage.
Established in 2014, Serasa Food is a food-packaging
company who dreams to bring the Indonesian recipes to all
over the world.

Serasa Food Vision

to be the TOP Brand in food-packaging

industry with Indonesia original taste by
cooperating with Small-Medium Enterprises
(SME).
Serasa’s Main Products

Bumbu Premium Nasi Goreng

Dapur Ijah
Serasa Rempah Jawara
Objectivec

Provide an analysis of current marketing strategy for Serasa Food

focus on Dapur Ijah brand, as new product launched to improve its
brand awareness.

This analysis will cover the company's current

business strategy and objectives, and link it to
the implementation of marketing strategy at
the company.

The analytical tools used by the students are

Business Model and Marketing Analysis, SWOT,
VRIN, PEST, Porter Analysis and BCG Matrix.
Industry Size
Objective

From this analysis, the students found Dapur Ijah

can improve its brand awareness through a new
Marketing Strategy to enable Dapur Ijah to utilize
its internal strength to take advantage of external
opportunities.

Thus, the students recommend optimizing the

company's marketing mix strategy by
integrating its offline and online marketing
strategies. Dapur Ijah should focus on the
economic scale and traditional line.
Problem Statement
Lack of brand awareness

• No clear marketing strategy

• Serasa Food should
rejuvenate branding /
marketing strategy to increase Limited Target Segment
brand awareness and
outreach the target market. • Target segment only to housemaids, perceived
the housemaids are the influencer.
• Based on ILO survey, number of housemaids
cater only 1% of Indonesia population.

We observe that by having very limited target only for house maid, could potentially
become a problem for Dapur Ijah, and Ijah itself give brand perception as cheap
product for maid only as Ijah name is very identic with maid’s name. We conclude that
Ijah limited target to house maid is too niche and very limited to certain area in
Indonesia.
RESEARCH FRAMEWORK

RESEARCH FRAMEWORK
Data Collection Strategic Analysis Strategic Formulation
Internal Data Business Model Analysis
Summary Analysis
SWOT Analysis
Alternative Solutions
Marketing Analysis
RBV (VRIN) Business Strategy
External Data Macro Analysis (PESTLE) Marketing Plan
Competitor Analysis
MBV (Porter 5 Forces)
BUSINESS MODEL

Target Segment
limited (Only 4
million in
Indonesia)

Not really Limited

unique Channels
compared to
competitor

Many aspect in dapur Ijah still can be improved, such as enlarge customer segment, add more
channels, and have more unique value proposition that differentiate IJAH from competitors
SWOT Analysis
Strengths Weaknesses
1. Has many recipes variant
1. Weak brand awareness
2. Has social entrepreneur approach
2. Distribution only in limited channels
3. Target segment to economic –scale
3. Weak product presence in e-
classclass
commerce
4. Lowest price for paste recipes
4. Less promotion activities
5. Managed by Serasa Food as the
5. Limited capital investment
expertise and experience in FMCG
6. Limited target segment to housemaids
6. The only one brand that has
only
personalized character
SWOT
Opportunities Threats
1. Expand channel through disruptive ways 1. Intense competition in instant /
2. Mobile application to trace the nearest seasoning flour industry
street food sellers 2. Threat of substitution by online food
3. Economic-scale class tend to cook at delivery (i.e Go Food, Grab Food)
home and using instant recipes 3. Competitors have higher capital and
4. Household consumption is growing as technology
major contributor to Indonesia's GDP 4. Price sensitive products which trigger
5. More than 50% active internet users in the price war
Indonesia as the engine for e-commerce 5. Strong brand awareness of
business competitors' products
SWOT Analysis
Strength Strengths Weaknesses Weaknesses
Opportunities Threats Opportunities Threats

SO ST WO WT

• Improve Brand • Emphasizing on brand • Widen target Segment to • Create new strategy to
Communication Though character (brand name more people (W6, O4) penetrate market with
Digital Marketing (S2, Ïjah) (S6, T5) • Utilize mobile application high effectiveness and
O5) • Make available in well to improve channel efficiency (W5, T3)
• Improve variety of cooked format which distribution (W2, O2) • Improve the Brand
products to improve easy to be accessed with Awareness through
brand port folio of Dapur cheaper price (S4, T2) boost sales penetration
Ijah (S1, O3) (W1, T4)
MARKETING ANALYSIS (STP & 4P)
Segmentation Targeting Positioning

Product Natural Ingredient, Paste Format

Involving and
empowering Home Made and Local taste
Small
Industries The only instant seasoning with
brand mascot – “IJAH”
MARKETING ANALYSIS (STP & 4P)
Price Place
Traditional Market

Modern Trade Independent

Selected Modern Market

( Carefour, Giant )

Promotion
MPS – Mitra Pasar Serasa Program
Stockist Concept - Appoint a agent
store in a traditional market.
Packages to buy Reward + Branding
Social media
MACRO ANALYSIS - PEST
POLITIC
Upcoming president election in 2019 à campaign à increase
consumption
P
E
ECONOMY
• Household consumption contribute the highest to GDP (56% of total
GDP)
• Growing household spending and main spending on food
SOCIAL
•
•
Shopping pattern : promotion driven
Preferrable channel : traditional stores and mini market S
TECHNOLOGY
•
•
•
>50% market universe is internet users
Consumer purchase behaviour shift from offline to online
Cheaper price of digital marketing
T
COMPETITORS ANALYSIS

STP

Product
Price
Place
Promotion
Porter 5 Forces Bargaining Power of Buyers - HIGH
Threat of • Wide standards (menu variety and price) and
Threat of New Entry - HIGH locations which customers have freedom to choose.
New Entrants
• Substantial working capital • Customers have transparency in industry from e-
• Competitive cost and pricing commerce market place & other distribution
• New entrants require extensive distribution and channels to compare prices.
supplier network differentiation

Bargaining Rivalry Bargaining

Among
Power of Existing
Power of
Suppliers Competitors Buyers

Bargaining Power of Suppliers - LOW Threat of Subtitutes - HIGH

• All of the small SMEs which are suppliers of • Price sensitive buyers
Serasa Food, got a benefit by being their • Substitutes are readily available and the brand equity
suppliers. is strong in the market
• Weak competitive advantage
Rivalry among Competitors - HIGH • Extremely low cost for buyers to switch to
• Growing of industry of instants food
Threat of
substitute
• Low cost for customers to switch brands Subtitutes
• Competitors already have strong position in the
market
SUMMARY ANALYSIS
INTERNAL ANALYSIS
• Limited segmentation (housemaids) which only cater 1% of total
population in Indonesia
• Weak value proposition – not Unique Selling Point (USP)
• Weak brand awareness
• Limited distribution channel

EXTERNAL ANALYSIS
• Competitive industry
• Category with low brand loyalty
• Price sensitive

Dapur Ijah has to stand out in the market with

creative & strategic marketing activity
Alternative Solutions
Serasa Food Mission

Commits to empower the local Small and Medium Enterprises (SME) and
cooperate in presentiing the wide variation of Indonesia original homemade
cuisine to the table

SEGMENTATION TARGETING POSITIONING

The only one homemade

• like to cook
• start learning how to cook
• do culinary business
• cook in practical way using
instant seasoning
People who decide and do instant seasoning products
cooking for themself, family which provide varieties of local
recipes and positioned “Ijah”
member or other people who as a brand that has sincerity
prefers practical cooking. personality (down to earth,
honest, original and friendly )

Alternative Solutions
FOOD CART
Location (Pilot) : Jabodetabek
Target : 100 Tukang Nasi Goreng
Objective : Improve income by
product diversification
Benefit : branding, rewards,
Acquisition Cost 300 mio
FOOD STALL
Location (Pilot) : Jakarta &
Depok
Target : 200 Universities &
Schools
Objective : Improve menu
variation and bring healthy
homemade cuisine
Benefit : branding, rewards,
Acquisition Cost 120 mio
Channel Improvement
FOOD STREET STALL
Location (Pilot) : Jakarta
Target : 300 Warteg
Objective : Improve menu
variation and bring healthy
homemade cuisine
Benefit : branding, rewards,
Acquisition Cost 255 mio
BUTCHER
Location (Pilot) : Jabodetabek
Target : 22 - Giant Stores
Objective : Trial products –
package deal with meats
Benefit : consumer trial and
recruitment
Acquisition Cost 317 mio
Alternative Solutions
Improvement in CUSTOMER RELATIONSHIP
• Conduct cooking competition and cooking demo
• both above activities should combine with photo contest uploaded in Instagram.

Improvement in PRODUCTS
• Introduce new product variant “Fried Rice”
• Fried Rice recipe symbolize the practicality in cooking

Improvement in DIGITAL MARKETING (Celebgram)

• Digital Engagement program
• Fried Rice recipe symbolize the practicality in cooking
Alternative Solutions

Unique
Selling Point