ChapterVConclusionandRecommendation V.1Conclusion 4LifeIndonesiafacedasignificantdownturninsalespost-COVID-19,withthetemporary surgeincustomersduringthepandemicprovingunsustainable.Recognizingademographic shiftinIndonesia,whereindividualsunder35areemergingasadominantmarketforce, acquiringthissegmentbecomescrucialforthesustainedsuccessandlongevityof4Life Indonesia.Thisresearchcentersaroundformulatingastrategicmarketingapproachto effectivelytapintothismarket. Therearethreeresearchquestionsinthispaperthatwasdevelopedtohelp4Lifeacquirethe intendedsegment.Thefirstonewaswhatarethekeyfactorsthatinfluencesthepurchasing behaviorofindividualsunder35yearsoldfordietarysupplements.Thisresearchquestion wasansweredbyanalyzingdatawithmultiplebusinesstoolsinchapterIV,comprisingan industryanalysis(IV.1PESTLE,IV.2Porter’sFiveForces,IV.3CompetitiveProfile Matrix),customeranalysis(IV.4CustomerJourney5A),andinternalorganization’sanalysis (IV.5MarketingMix4P,IV.6STP,IV.7ValueChainAnalysis,IV.8VRIO).Thesecond researchquestionwasonwhatvaluepropositionshould4Lifeputforwardtoattractand acquirethissegment.ThisresearchquestionwasansweredbygeneratingaSWOTanalysis (IV.7)beforehand,andthentobediscussedfurtherinthenextsub-chapter(IV.9).Thethird andlastresearchquestionwasonwhatmarketingstrategycanbeappliedtoacquirethe segment.Thisresearchquestionwaselaboratedinthesub-chapterIV.10andwasderived fromallofthepreviousanalysis. Regardingthefirstresearchquestion,keyfactorsinfluencingthepurchasingbehaviorof individualsunder35yearsoldfordietarysupplementswereidentified.Economic, sociocultural,andtechnologicalfactorsemergedaspivotal,withparticipantsdisplayinga sensitivitytopricesbutprioritizingvalue,especiallyinthecontextofimprovingtheir immunesystemandphysicalhealth.Socialmediaplayedacrucialroleasacommunication 154 tool,andsearchengineswereinstrumentalforinformationgatheringandbuildingbrand trust.Thecustomerjourneyhighlightedphasessuchasawareness,appeal,ask,andact, emphasizingthesignificanceofproductuniqueness,personalization,recommendation,and onlinereviews.TheMarketingMixanalysisunderscoredpreferencesforimmune-boosting, performance-enhancing,andskincaresupplementsinacompactpackage.Pricing considerationsindicatedlowerdisposableincome,butthosewithclearerhealthgoals showedhigherdisposableincome,emphasizingapreferenceforvalue.Overall,thefindings providevaluableinsightsforcraftingatargetedmarketingstrategytoeffectivelyengagethis demographic. Regardingthesecondresearchquestion,4LifeIndonesiacanstrategicallypositionitselfto capturetheunder-35demographicthroughacompellingvalueproposition:"Boostyourlife throughtheimmunesystemwith4LifeTransferFactor".Rootedincustomersatisfaction, innovation,andfoundationalservice,thispropositionemphasizeshigh-qualityingredients, extensiveresearch,andtransparentlabeling.Consumer-centricfeaturesincludeperceived healthbenefits,physicianendorsements,andaseamlesscustomerjourney.Complementing thesearediverseproductofferings,robustR&D,andglobalandlocalcertifications,creating acompetitiveedge.Innovationstargetingpainpointspresent4Lifeproductsasimmune boostersandnaturalenhancers,offeringacomprehensive,nutrient-densesolution.These strategicpropositionsalignwiththepreferencesofthetargetdemographic,forminga foundationforacompellingmarketingstrategytoacquirethispotentialcustomersegment. Regardingthethirdresearchquestion,astrategicmarketingapproachhasbeenoutlined basedonspecificobjectives,amainstrategy,andapositioningstatement.Themarketing objectivesincludeacquiring4,000customersunder35yearsold,prioritizingthosewitha highRFM(Recency,Frequency,Monetary)score,shifting50%ofexistingactivecustomers tofallwithintheunder-35agegroup,andestablishingbrandawarenessverifiedthrough onlinecustomerinteraction.Themainstrategycentersaroundadifferentiationstrategy, 155 creatingageneralcompetitiveadvantageintheacquisitionprocessbyshowcasing uniqueness,aligningwiththepreviouslydefinedvalueproposition.Thepositioning statementemphasizes4Life'sroleinpreventingfuturehealthconcerns,leveragingabundant data,information,andeducationonhealthandtheproductitself.Thisintegratedapproach aimstonotonlyattractthetargetdemographicbutalsotobuildadistinctivebrandimage andfostersustainedcustomerengagement. Inconclusion,thesynthesisofresearchfindingsprovidesastrategicroadmapfor4Life Indonesiatoovercomeitspost-COVIDsalesdeclinefromthemarketingperspectiveby acquiringanewsegment.Understandingthefactorsinfluencingtheunder-35demographic's supplementpurchasingbehaviorinformedtheformulationofacompellingvalue proposition.Thisproposition,aimingto"Boostyourlifethroughtheimmunesystemwith 4LifeTransferFactor,"addressescustomerneedsidentifiedthroughthoroughanalyses. Subsequently,themarketingstrategyalignswiththisvalueproposition,targetingthe acquisitionof4,000high-prioritycustomersunder35.Thisstrategyalsoseekstoshift existingcustomersintothisdemographicandestablishbrandawarenessonline.The culminationofthesestrategiespositions4Lifeasauniquehealthsolutionprovider,fostering sustainedgrowthandcustomerloyaltywithintheunder-35segment. V.2Recommendations Toensurethattheseresearchfindingscanbeimplementedaccordingly,thepractical recommendationhasbeenprovidedbelow.Futureresearcherscanalsoutilizetheprovided academicrecommendationtoenhancethequalityoftheirresearchendeavors. V.2.1PracticalRecommendation Inthissection,therequiredpreparationtoexecutethemarketingstrategy,alongsidethe detailsoneachchannel,thevaluethat’sgoingtobedelivered,andthetimelineofthefirst yearofthestrategyisgoingtobeexplained.Budgetpreparationwon’tbediscussedinthis 156 sectionduetothefocusofthestrategyofbuildingawarenessandacquiringdoesn’trequire anyaddedbudget.Everychannelistobeworkedorganicallyornotgoingtobeneedingan extrabudgetotherthanlaborcostofthecompany’semployeesthemselves.This recommendationisnotonlyduetotherestrictiononadvertisementbytheregulation organizations,butalsotosavethecompany’smarketingbudgetanddirectitmoretothe currentannualevents.Buildingawarenesscantaketime,especiallywithoutpaidmarketing channels,butthisisthekindofmarketingstrategythatlastsbecauseitisbuiltupontrust. Assumingthatthemarketingstrategywillbeofficiallystartednextyear,beforeexecuting thestrategy,therehastobesomestepdonebeforehand,suchas: DiscussionPreparation: 1.Presentingthismarketingstrategyproposaltothemanagementteamtoseekadvice andperfectingtheideasbeforeexecuting.(1A) 2.Meetingwith4LifeUSleaderstoproposeanewmarketingstrategyfornextyear basedonthefindingsofthisresearch.(1B) 3.Meetingwithcurrentleadersof4Life’saffiliates(salesforces)onthemarketing strategiestohavethesameperspectiveonthedesiredbrandimage.Moreimportantly isalsotoreasonwiththeleadersandfindthebestmiddlegroundonbridgingthe demographicgap.(1C) 4.Creatingarevisedstrategythathasbeenreconciledwitheverystakeholderin4Life Indonesia.(1D) Training: 1.4LifeIndonesia’sstafftrainingonanewmarketingstrategythatwouldtakethewhole teamtochangethebrandimageandshiftthepositioning.(2A) 2.4LifeIndonesia’saffiliatesandleadersonthenewstrategyandtheimportanceof theirrolealigningtothenewbrandimage.(2B) 3.Givingsupportingtrainingsuchas: 157 ●AgileLeadershipandOrganization(2C) ●ServiceExcellence(2C) ●DigitalMarketing(2C) BPOMLicenses: 1.Passingcertificationon:CoreProducts,4LifeTransform,aKwa,Digest4Life(3A) 2.Fixingthefaultynutritionlabelonexistingproducts(3B) TableV.1MarketingChannels ChannelValue KeyMetrics Instagram Social Media Organic Satisfaction -Organic5-8Knewfollowersincrease -Increase10-25Kreach Highquality Highlyresearched WhatsApp Social Media Organic Productvariation -Messageopenrateincreaseby10% -SLAofresponsetimeis5minuteswithin workinghours Certification All-in-one SEO Official Website Organic Healthbenefits -Increase20%oforganictraffic -Increase5%ofconversionrate Informativelabeling Research&dev. Facebook Social Media Organic Physicians’recomm.-Increaselikes,comments,andsharesby10% -Organic3-5Knewfollowersincrease Family’srecomm. Nutrientdense Source:(CreatedbyAuthor,2023) Otherthanthechannels,4LifeIndonesiacanalsocollaboratewithcommunitieswith predominantlymillennialsthathasamiddletohighincome,suchas:IndoRunners(Jakarta RunningCommunity),JKTCC(JakartaCyclingCommunity),BengkelSpace(Jakarta CrossfitGym),BodyfitJakarta(JakartaPrivateGroupGym). 158 TableV.21stYearTimelineofProposedMarketingStrategy Quarter Month Activity Q2/2024 April 1A,1B* May 1C(takeslongertimebecausethere’s6offices throughoutthecountry) June 1C,1D Q3/2024 July 2A(takeslongertimebecausethere’s6offices throughoutthecountry),startdoing3A August 2B,2C September 2C,3B Q4/2024 October Marketingmaterialscreation November Marketingmaterialscreation December Campaignfinalpreparation Q1/2025 January Execution Source:(CreatedbyAuthor,2023) V.2.2AcademicRecommendation For4LifeIndonesia,itisrecommendedtofocusonrefiningsalesandmarketingstrategies bylookingdeeperintomarkettrendsandconsumerbehaviorsforspecificsegments, conductingwidetestingmethodologiesforpromotionalcampaigns,exploringefficiencyof innovativecustomerengagementstrategies,orinvestigatingtheintegrationofemerging technologiessuchasartificialintelligenceanddataanalytics.Theseresearchareasare importanttoprovideinvaluableinsights,ensuringacompetitiveedge,strategicadaptability, andsustainedgrowthfor4Lifeinthedynamicbusinesslandscape. Forotherresearchers,expandingthescopeofdatacollectionisrecommended.Thismeans tohaveabroaderrangeofparticipantsinboththequalitativeandquantitativeaspectsofthe studytoprovideamorecomprehensivepictureofconsumerbehavior.Employingadditional 159 quantitativemethodstoutilizespecificbusinesstools,wouldalsoserveasamorerobust confirmatoryapproach,therebyenhancingthestudy'sreliabilityandvalidity.Lastly, conductingastudyfocusedoncurrentcustomersthatfallswithintheageofthenewtarget segmentwouldgiveadditionalbaselinedata,enrichingtheunderstandingofconsumer behaviorandfacilitatingmoreinformedmarketpenetrationstrategies. 160.