Digital Marketing Strategy for WRAP IT Bees Wrap to Increase Brand Awareness
Diva Dewayuningtyas1*
1 School of Business and Management, Institute Technology Bandung, Bandung, Indonesia
*Corresponding Author: [email protected] Accepted: 15 August 2022 | Published: 1 September 2022
DOI:https://doi.org/10.55057/ajrbm.2022.4.3.8
__________________________________________________________________________________________
Abstract: More than 73% of Indonesian citizens are ready to change their habits and use eco- friendly products. One of the eco-friendly products that can be used for Indonesian citizens is a reusable food wrapper. But based on survey, only 5% of them are aware of it. The digital marketing can be a solution and an important part for the reusable food wrapper company to help increase their brand awareness. With a minimum budget, digital marketing can help company reach its customers and gain awareness. This research uses deductive approach, where the researcher uses one framework theory from Kingsnorth, then explained in the form of its application or examples in certain situations. The purpose of this research is to help the company in Indonesia to increase their brand awareness using digital marketing strategies.
Keywords: Digital Marketing Strategy, Eco-friendly Products, Reusable Food Wrapper ___________________________________________________________________________
1. Introduction
Nowadays, people are interested in using eco-friendly products in their daily life. Eco-friendly items provide the greatest service for the customers, most of the eco-friendly products free from chemical content that can harm the customer's body (Tung et al., 2012). According to Media Indonesia (2021), in 2021, more than 73% of Indonesian citizens are ready to change their habits and use eco-friendly products and 41% of them said that they are more interested in using natural and organic products.
WRAP IT is an eco-friendly brand that focuses on household products. Their first product is called Bees Wrap. It is made from organic cotton coated with beeswax that can be used for food wrapper, bowl wrapper and it can be used several times or reusable. The goal of WRAP IT itself is to help solve the waste problem in Indonesia, by making plastic substitutes that are more eco-friendly. But the problem is, not many people know or are aware of the brand WRAP IT and their product Bees Wrap, it shows from WRAP IT market research and turns out 65.7%
of targeted markets didn’t know about the bees wrap food wrapper and brand. This number is proof that there is a problem in WRAP IT’s brand awareness. As higher numbers show that most of the respondents are not aware or know the brand and the product, it makes WRAP IT companies will face difficulty to sell their product which will lead their company to collapse.
According to Shahid (2017), brand awareness can affect the consumer, especially in their decision making. Someone is considering the brand when they want to buy the product, and that is the role of brand awareness. A consumer who knows well about the brand product will have a bigger possibility to buy the product. Low brand awareness will lead someone to
unknowing about the brand's existence, which led the company into loss and bankruptcy. This became a serious problem for WRAP IT to face.
And to solve this problem, digital marketing can be a solution and an important part of the company to increase brand awareness and boost sales (Dania et al.,2016). With a minimum budget, digital marketing can help start-ups reach its customers and gain awareness. Especially in today’s era, where covid is becoming one of the obstacles for small start up to do offline promotion and marketing. To avoid the covid virus transmission, many parties forbid offline events. This condition makes it hard for new businesses and startups to do offline promotion.
It makes them seek new ways to keep promoting their product and one of the ways is using digital platforms. The purpose of digital platforms is to gain brand awareness promotion and increase sales numbers through digital marketing (Manda et al., 2017).
As time passed, the role and the concept of marketing has changed, supported by the growth of the internet, the marketing has changed. Few years back, the marketing promotion was through newspapers, magazines, radio and some television cases (Narkiniemi et al., 2013). But now, people are aware and know the name of Digital Marketing, where using the Internet as the main power to help brand promotion and recognition.
2. Methodology
To help the writer creates the digital marketing strategy for WRAP IT Bees Wrap, the writer use framework made by Simon Kingsnorth (2018). This framework is used in order to deliver the digital marketing strategy for WRAP IT. This framework consists of three stages:
1. Understanding Where our Company Now
To understand where the company was, it can be answered through research, data analysis, and also an insight. At this stage, the company should know what the problem is by research, insight and data analysis.
2. Understanding Where our Company Wants to be
To understand this section, the company needs to design the construction of a vision and mission. Mission is the company statement that expresses the company's current state.
According to Daft (2008), the mission statement should describe the organization’s value, aspirations and reason for being. Meanwhile a vision is a statement that must embody everything of the business, striving to achieve and everything that represents.
3. And How to Get There
How to get what the company wants is by planning. Digital marketing has several channels and those channels can be switched on and off in a real time with a very lowcost money.
Sometimes those channels can be added into marketing plans and campaigns at the last minute.
This is the power of planning, without effective planning, the strategy that has already been created may face serious risk of falling. Planning also helps to guide the implementation of the strategy, in this case the strategy for WRAP IT Digital Marketing.
According to Simon Kingsnorth (2018) book, the planning model that becomes an option for effective planning is vision based model and real time planning. The common form for strategic planning is vision based planning. The definition of this method is the procedure for developing a vision and carrying it out using a simple, six-stage method. Meanwhile Real time planning model is a model that keeps your strategy highly relevant and quickly meeting the current
needs. Real time planning is not suitable for new business or startups since the planning keeps changing due to conditions.
This research will be conducted from problems that have been identified, where the focus problem was brand awareness of WRAP IT Bees Wrap and this research will answer the research question and objectives point. The research will also have literature review and theoretical foundation to help design the conceptual framework. For the methodology, the research will use the Kingsnorth framework as a guide where the framework consists of three stages, understanding where the company was; understanding where the company wants to be;
How to get there. Several analyses will be conducted based on Kingsnorth framework and the result will be the digital marketing strategy for WRAP IT Bees Wrap. The detail of research design methodology will show in table below
Table. 1: Research Methodology and Data Collecting
Stage What Should be
done
Method Data Collecting Stage 1
“Understanding where our company now”
Situational Analysis
PESTLE Secondary Data
SWOT Secondary Data
Competitor Analysis Secondary Data Brand Awareness
Research
Open Question Survey Primary Data Stage 2
“Understanding where our company wants to be”
Identify Vision and Mission
Close Brainstorming Primary Data Six thinking hats
[Edward]
Primary Data Stage 3
“How to get there” Vision Based Planning
Establish Primary goals
4R Secondary Dara
Create specific objective and strategies
SMART Approach Secondary Data
3. Result
A. Stage 1
1) Situational Analysis
From PESTLE Analysis of WRAP IT Bees Wrap, there are several factors especially in Political and Environment that show there is plastic waste problem and regulations of banning single plastic use in Indonesia. This situation became a proof that WRAP IT Bees Wrap can be a solution to those problems, and also with high interest of Gen Z and Millennials to switch life to more sustainable become a chance to introduce and sell WRAP Bees Wrap. But still, there is low brand awareness of WRAP IT Bees Wrap that become obstacles to sell the product.
Meanwhile from the new SWOT of WRAP IT Bees Wrap, there are several changes from the previous SWOT. Whereas in this SWOT, the pre-endemic happens and most of the situation changes.
And from the competitor Analysis, WRAP IT Bees Wrap found 2 competitors that share similar product and vision- mission of their company. Those competitors are B and H company. Those two competitors already gain people's awareness and interest, which can be proven by the high number of followers in instagram, and their selling number. But from those analyses too, there are several important points that can WRAP IT learn and improve in their product which sell
affordable products with various sizes. Also increase promotion media to increase product awareness.
2) Brand Awareness Research
The writer already conducted an open question survey to find out the customer awareness towards WRAP IT Food Wrapper. This survey was filled by 20 people who have interest in using eco-friendly products on a daily basis. This survey consists of 3 questions where the main focus of this research is to know at what percentage are people aware of WRAP IT Food Wrapper.
Figure 1: WRAP IT Brand Awareness Research Result
From the Picture 5.1 it shows that most of the respondents are not aware of WRAP IT Food Wrapper, they tend to mention other brands that sell similar products (75%) and 20% of them can’t mention the correct brand. Meanwhile the other 5% of the respondents are aware of our brand and product, they mention our brand in this question. This result showed that WRAP IT food wrappers have very low brand awareness. Besides the main question, there are two other questions, and from those questions it can be proven that WRAP IT has not become a leader and competitor in the product market and brand which is food wrapper and ecofriendly product.
From situational analysis and brand awareness research, there is information and data that can be used in next stage of this framework:
• WRAP IT Bees Wrap have potential to sell in the market, can be proven from government regulation of single plastic use, rising trend of sustainable lifestyle and people's daily needs (household product).
• Even Though there is big potential the product will sell in the market, WRAP IT bees wrap still have low brand awareness. People are not aware of the brand.
The data conclusion from stage 1 can be additional information when the writer conduct brainstorming for vision and mission in stage 2.
B. Stage 2
From stage 1, writers can conclude that WRAP IT Food Wrapper has low brand awareness in their target market. That is why in this stage the writer conducts a close brainstorming with WRAP IT team members, with the help of six thinking hats with topic of brand awareness to help define the new vision mission.
And from the brainstorming, the writer can conclude that the vision of the company is to become a top of mind brand with a mission to become a recognizable brand among other food wrapper brands. In the brainstorming too, they clearly state that WRAP IT bees wrap have problems in awareness, and they want to increase they brand awareness through social media, affiliates and Word of Mouth (WOM).
C. Stage 3
1) Establish Primary Goals
Since the company already has the new vision and mission, the writer will define the company goals based on the new vision and mission.
The main goal is to gain market awareness and interest towards the product in two years. To help achieve the main goals there is several small goals such as:
a. Increase Brand Awareness by 30% in the first year
Reason: The 30% number is considered a high goal, especially now the company only gains 5% market awareness. With 1year duration, the company expected to achieve its goals. And for the evaluation of these goals are using research with random sampling.
The minimum quantity of the sampling is 100 people.
b. And, provide the best reusable food wrapper in Indonesia by having customer satisfaction equal or more than 79% in the second year.
Reason: Customer satisfaction is an important factor for the company to become a recognizable brand. To make the brand stand out and popular we should have good services that can be proven by high rates of customer satisfaction. According to the industry benchmarking (household appliances), a brand can be considered as a good brand with 79% of customer satisfaction. That is why the goal for the company is to reach 79% of customer satisfaction. And the evaluation of these goals are using customer satisfaction scores (CSAT), the sampling are customers who are buying the product.
Those two small goals can help the company reach its main goals to become a recognizable brand among the food wrapper brand. Since the products are not ready yet, the strategy that the writer will create is focusing on first year goals, increasing brand awareness by 30%. The strategy that the writer created will focus on a 1year strategy to increase brand awareness.
This goal is relevant with the company vision because the vision should become a recognizable brand among other food wrappers and by gaining market awareness and interest it’s relevant with company vision. Besides that it’s also fit with the WRAP IT value (resonating), It is sensitive, adaptable, changeable when necessary, and simple for others to understand (recognizable).
2) Create Specific Objective and Strategies
Based on the information and data that writer have, there is 2 digital marketing channel that can be used in objective and strategy which are:
a. Social media marketing b. Affiliates marketing
Social media marketing and affiliate marketing have been proven and chosen by the team. Also social media and affiliate marketing is known as an effective and efficient channel to gain customer awareness. Besides that, from research that writers conduct to the target market, 53.7% of them agree that social media marketing can help them increase brand awareness, and 25.9% of them agree that affiliate marketing can help them.
And in this strategy the writer will focus on using visual media sharing platforms such as Instagram, TikTok and Youtube on social media marketing channels. This situation happened because 96.3% of WRAP IT Food wrapper target market are more familiar with visual media sharing.
And Based on the goals that the company has, the strategy that the writer creates will focus on reaching 1 year goals which is increasing brand awareness by 30%. To facilitate the goals, the writers will create several objectives for the goals. It divided into several objective with consideration of digital marketing channel and social media channel rank using SMART approach:
a) Increase to 20% engagement on social media - instagram by the end of the year.
Reason: WRAP IT currently has a 10.15% engagement rate after 2 years active in instagram. The goals of 20% engagement rate were believed as a good number since it’s quite hard for the company to increase their engagement rate in the past few months. The engagement rate will be calculated using a website named inBeat.
b) Increase 10% engagement social media - Tik Tok by the end of the year
Reason: TikTok is a visual sharing platform that gains people interest nowadays. People from all over the world are loving this application, this situation makes WRAP IT want to use it as a promotional tool. Several times WRAP IT already posts video content but turns out the engagement rate is still 0%. Increasing engagement rate in tik tok by 10%
can help the company gain interest and awareness, the engagement rate can be calculated using website name GRIN.
c) Increase 5% engagement social media - YouTube by the end of the year
Reason: Currently WRAP IT only has 2 videos in youtube and they were posting the video 1 year ago. And the engagement rate for WRAP IT youtube is still low (0%), the increasing number of engagement rate in Youtube can help the company to increase their brand awareness. For youtube engagement rate, can be calculated using website Phlanx.
The objective can help the company to achieve the first year's goal. There will be evaluation every quarter month, if there is no progress in every quarter it means there should be a change in the strategy.
4. Discussion
From that data and information, this is the digital marketing strategy for WRAP IT Bees Wrap in 1st year to increase their brand awareness align with their goals to become a recognizable brand.
Table 2: WRAP IT Digital Marketing Strategy
No Objective
Digital Marketing
Channel
Digital Marketing
Strategy Team In
Charge Duration
1
Increase Social Media Engagement by 20% on
Social Media Marketing
Create the social image or social personality that the company wants to show on social media as a guideline in each
content that will be posted. This consist of tone of company voice (serious or fun), How will communicate with
the audience and In whats language
Marketing
Team 1 Week
Daily Story (3 story minimum a days)
Marketing
Team 1 year Two way
communication with Audience by replying
DM and comment
Marketing
Team 1 year Collaboration with
other artist (1 artist in 3months)
Marketing
Team 1 year Using collaboration
feature
Marketing
Team 1 year Using Instagram Ads
1/months
Marketing
Team 1 year Give Away Product for
the launching for 3 winners
Marketing
Team 1 Week Using hashtag when
uploading photo (every photo)
Marketing
Team 1 year Interact with other
account and community minimum 4 times/month
Marketing
Team 1 year Create entertaining
content 2 content/ week
Marketing
Team 1 year Create IG Live to
promote the product
Marketing
Team 1 year Create informative
content 2 content/week
Marketing
Team 1 year Affiliate
Marketing
Send PR Package to 30 influencers to promote
the product
PR Team 1 year Using 100 talent to help
repost the instagram post feed and story
PR Team 1 year
2
Increase Social Media Engagement by 10% on Tiktok
Social Media Marketing
Create 1 content per week - using popular
song
Marketing
Team 1 year Using feature 'Tik Tok
Live'
Marketing
Team 1 year Using Tik Tok Ads 1/
two months
Marketing
Team 1 year Stitch with update
video at least 1/month
Marketing
Team 1 year 3 Social Media Engagement by
5% on Youtube
Social Media Marketing
Create 2 content monthly
Marketing
Team 1 year
The duration that writers use is 1 years because media digital, especially social media, have unpredictable traffic and trends. The 1 year duration can be considered that the company can keep up with the latest trend. There will be an evaluation every 3 months. For example, if in the first 3 months, there is no progress (increase of engagement number) in social media channel instagram the writer will adjust the strategy more, seek for the trend and add more channels.
5. Conclusion
WRAP is a company that focuses on providing eco-friendly household products. With the aim to help the environment, WRAP IT produces a reusable food wrapper named WRAP IT Bees Wrap. But based on the survey research, WRAP IT 56.4% of their target market is not aware of their product. To help increase the brand awareness of WRAP IT Bees Wrap, the writer uses marketing strategy specific to Digital Marketing strategy.
The writer used the digital marketing strategy framework from Simon Kingsnorth, that consisted of 3 stages. Where the writer should be understanding the company situation first, then what the company wants to be, and how to get there or how to achieve it and finally creates the digital marketing strategy for the company.
The strategy focuses on using digital marketing channels like social media marketing and affiliate marketing. With visual media sharing social, Instagram, tiktok and youtube this strategy was created to help WRAP IT increase their brand awareness by 30% in the first year.
There will be an evaluation every three month to make sure that the strategy work and align with the goals to increase brand awareness.
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