EFFECTIVE MARKETING CHANNEL FOR ORGANIC STORE (CASE: BELIBU FRESH MART)

Abstract

Belibu Fresh Mart is an organic grocery store located in Bandung. Open since September 2019 only 6 months before the first coronavirus was announced arrived in Indonesia. As a newcomer with a niche market gaining customer trust is one of Belibu’s targets by providing 2 offline stores that can bring their product closer to customers. However, people's movement and activity are restricted and need to be adjusted during pandemic situations to reduce the spread of the virus. It affects Belibu’s customer habit in buying groceries and Belibu’s income. The most frequently used channels are changing and Belibu’s income unstable. Finding out Belibu’s current marketing channels and which channel is the most effective for Belibu are the objectives of this research. To analyze this research both primary and secondary data are gathered. The primary that is from online questioner that shared to people who have done grocery purchase transactions. While the secondary data are gathered from Belibu’s internal data. For analysis methodology, gap marketing analysis and weighted factor score approach are performed. To compare between customer's need and Belibu’s resources and choose the marketing channel. Currently, Belibu Fresh Mart has 8 marketing channels which are offline store, e-commerce, Grabmart, Whatsapp, Instagram, Twitter, Facebook, and Gomart, two of them are the closest to customer's preferences in grocery channels.Keywords: Grocery, Marketing Channel, Organic Store, pandemi