Produk marketing itu bertanggungjawab sampai user menggunakan fitur di aplikasinya.

Tim produk marketing ini yg analisis cocok di audience mana, dan nge promosiin produknya

FoodieLand is a food review app that was launched on 2018, it is an app that allows restaurants to list
their profile and manage booking, and allows consumer to check the menu, ratings and reserve tables.
During its first two years FoodieLand managed to get 1,000,000 downloads and 400,000 monthly active
users.

To gain profitability, FoodieLand started their premium service that charged IDR50,000/month from the
users with benefit of : Priority booking, 3x 20% discount vouchers on selected restaurant per month, and
Verified Profile Badge for reviewer. The premium service only garnered 20,000 monthly active user.

- FoodieLand competitor is MakanEnak app. MakanEnak active user is estimated around 385,000 per
month.

- Premium Service for Food Review app is new, and FoodieLand is the first one to launch the feature,
MakanEnak followed the move 6 months later with similar benefits and charged at IDR45,000/month.

After its failure, the business team is looking for a way to increase the premium service user.

People who are particular about the food they eat, wants to get the best quality of food - Their
motivation to use Food review app is to get the premium benefit and member perks and finding best-
reviewed restaurant - Most used features are priority booking, vouchers and restaurant selector.

Casual Foodie are opportunists, they purchased premium subscription during promo but usually not
retain after price back to normal - The motivation of using Food review app is to get the discounts and
finding reviews for the restaurants they want to join - Most used features are restaurant selector

They use Food Review app to crank up their food review portfolios - Most of the true reviewers use
social media as an extension of their reviews - This group has a chance to connect with restaurants for
endorsements - Most used features are restaurant selectors, and vouchers redemption if they join
premium
Main Question

As a product marketer, what steps would you do to improve numbers of Premium users? Guideline
Question :

1. How would you position and market your feature for different audience? Is there any specific group
audience you would focus on more?

2. Given that you have IDR500,000,000 to make a marketing campaign (including promo subsidy and
publicity) for 6 months, how would you craft the campaign? a. Make sure you mention the background,
objective, target, message, and channel used

3. How would you analyse the consumer journey funnel for the premium product? What would you do
differently to improve the conversion rate?

4. As a product marketer, what features or benefit you would like to propose to the product team?
Share your reasonings