PROPOSED MARKETING STRATEGY TO INCREASE SALES SNACK FOOD POPCORN (CASE STUDY: KARMELLOW) FINAL PROJECT In partial fulfillment of the requirements for the Master’s Degree from Institut Teknologi Bandung By: MUHAMAD FADLAN RASYID Student ID: 29322327 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG August 2024 Koleksi digital milik UPT Perpustakaan ITB untuk keperluan pendidikan dan penelitian ii ABSTRACT PROPOSED MARKETING STRATEGY TO INCREASE SALES SNACK FOOD POPCORN (CASE STUDY: KARMELLOW) By: Muhamad Fadlan Rasyid Student ID: 29322327 (Master of Business Administration Program) Karmellow is one of the popcorn snacks produced by PT Suara Matahari Trading (SUMATRA Group). Karmellow has three flavors of popcorn in 20 grams at an affordable price. Based on the research, there is a demand for snack food, especially popcorn, for consumers in Indonesia due to increasing snack food sales and the increasingly global market size of popcorn snacks. However, the trendline of sales of Karmellow popcorn is declining, and the awareness of Karmellow is considered low. Therefore, completing this final project aims to help Karmellow increase its sales and brand awareness by creating an excellent marketing strategy. The author starts by analyzing the internal and external environment in this research. The author interviewed the COO of SUMATRA Group and his employees about internal factors to explore RBV analysis, VRIO analysis, and Value Chain analysis. The author finds the secondary data for external analysis to examine the PESTEL, explorerter’s Forces, and Competitor Analysis. In this research, STP and Marketing Mix analysis were also conducted. Besides, the author also did quantitative research for customer analysis by distributing it to 252 respondents. After doing the external and environmental analysis, the author can find the strengths, weaknesses, opportunities, and threats of Karmellow popcorn. Based on the research results, the author proposes a new segmentation for Karmellow popcorn based on Cluster Analysis, resulting in three segment markets. The target market is obtained from the combination of two segments. Besides, the author also proposed a new marketing mix for Karmellow popcorn, such as introducing new packaging size products, introducing a new pricing strategy, expanding the place to distribute Karmellow popcorn to Modern Trade, and doing promotion activity through social media marketing, personal selling, and sales promotion. The proposed marketing strategy aims to address the declining sales trend and low profitability of Karmellow. By implementing the new target market, packaging, pricing, distribution, and promotional activities, SUMATRA can potentially increase market reach and boost sales. Keywords: Marketing Strategy, Popcorn Snack, FMCG, Sales, Brand Awareness Koleksi digital milik UPT Perpustakaan ITB untuk keperluan pendidikan dan penelitian iii ABSTRAK USULAN STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN POPCORN KEMASAN (STUDI KASUS: KARMELLOW) Oleh Muhamad Fadlan Rasyid 29322327 (Program Studi Magister Administrasi Bisnis) Karmellow merupakan salah satu snack popcorn produksi PT Suara Matahari Trading (SUMATRA Group). Karmellow memiliki tiga rasa popcorn dalam ukuran 20 gram dengan harga terjangkau. Berdasarkan penelitian, adanya permintaan makanan ringan bagi konsumen di Indonesia khususnya popcorn disebabkan oleh meningkatnya penjualan makanan ringan di Indonesia dan semakin besarnya ukuran pasar global popcorn. Namun trendline penjualan popcorn Karmellow menurun dan kesadaran terhadap Karmellow cenderung rendah.