Advances in Economics, Business and Management Research, volume 184
Proceedings of the Business Innovation and Engineering Conference 2020 (BIEC 2020)
Strategy of Instagram Marketing and
Implementation of Competitive Design
Packaging at SMEs Guriyana Baker Through
Business Coaching
Rakhmat Dicky Mohammad1 Sisdjiatmo Kusumosuwidho Widhaningrat1*
1
Master of Management, Faculty of Economics and Business University of Indonesia Jakarta, Indonesia
*
Corresponding author. Email:
[email protected]ABSTRACT
Breads are one of the most delicious foods in Indonesia, especially in Jakarta. There are so many bread companies in
Jakarta. To compete in this industry, SMEs should give much effort to survive. Guriyana Bakery is one of the SMEs
that survive in this industry. They have a signature product, wide distribution network, and very good production
system. One of the ways to develop these SMEs is by excellence promotion on the internet. The objectives of this
research are to develop the digital market in order to maintain sales. This study is conducted using a qualitative
method, and the data is obtained by observation, surveys, and in depth interviews. The writer utilized social media
Instagram as a tool for promotion on the internet. The method writers use is based on instagram marketing strategies
by combining several different outcomes. Starting from choosing the right profile photo, and creating visually
compelling content. Also, based on evaluation from the questionnaire, writers conclude their packaging isn't
competitive enough to evolve their leads. So basically, they have to redesign the packaging to be more competitive.
The seven analytical tools to achieve the targeted results, namely Business Model Canvas (BMC), Porter’s Five
Forces, PESTEL Analysis, Service Marketing Mix, SWOT Analysis, TOWS Analysis, and GAP Analysis. These
analyses are used as a base to generate the result of this study, as example applying website and social media sites for
customers to order products.
Keywords: Small Micro Enterprise, Bakery Industry, Digital Marketing, Social Media, Instagram Marketing,
Competitive Design Packaging
I. INTRODUCTION Here, we show that create instagram accounts which can
improve the sales of Guriyana Bakery. The customer now can
1.1 Background and Profile SMEs order Guriyana bakery via Instagram. Instagram will improve
Since its founding in Jakarta in 1960, Guriyana Bakery has their sales area. To explore the improvement we use GAP
become one of the leading baking industries in Jakarta, with analysis before and after use of the website. The customer
two factories in East Jakarta. The company has twenty feels the website is very helpful because they can order online
employees and sixty selling partners with a business area and must not go find Guriyana Bakery carriage. These results
spread around Jakarta. The company produces around five establish Instagram as a good distribution channel for SMEs
hundred to one thousand pieces of bread per day, depending Guriyana Bakery.
on the customer demand.
This paper objective is to develop digital market in order II. LITERATURE REVIEW
to increasing sales Guriyana Bakery. The method used is
content mapping, editorial plan and promote engagement. It 2.1 Social Media Marketing
will utilize seven analytical tools to achieve the targeted
results, such as Business Model Canvas (BMC), Porter’s Five According to Nurgiyantoro (2014) that social media is
Forces, PESTEL Analysis, Service Marketing Mix, SWOT when people want to share information and places to gather.
Analysis, TOWS Analysis, and GAP analysis. The It’s supposed to find new friends and interact with other
methodological approach will be through observation, friends online. Another opinion was expressed by Obar &
surveys, and in depth interviews. Wildman (2015), social media is about interactive computer-
mediated technologies that facilitate the creation or sharing of
Copyright © 2021 The Authors. Published by Atlantis Press International B.V.
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Advances in Economics, Business and Management Research, volume 184
information, ideas, career interests and other forms of According to the results of the coach's discussion with
expression via virtual communities and networks. Dyah Sobari, owner of the SMEs, that profile photos should
be included with the product name and year of establishment.
2.2 Instagram Marketing While the overall design is submitted entirely by the coach. As
Instagram marketing is any form of marketing directly or listed in Figure 3.2 that, the head chef's logo symbolizes hope
indirectly used to build awareness, recognition, recollection, for success in the bakery industry, and the red and white colors
and action against a brand, business, product, person, or other symbolize encouragement of penetrating the market.
thing packaged using Instagram platform (Gunelius, 2011). It 3.2 Implementation of Competitive Design Roti
is the way companies and organizations non-profit use Guriyana’s Package
Instagram effectively to build relationships through trust,
useful content, help, and authority (Taprial & Kanwar, 2012). According to Wijayanti (2014), a product packaging is an
explicit information to give a message to consumers. Kotler
and Armstrong (2012) argued, packaging is a form of activity
III. RESULTS that involves graphic design, so that the packaging is useful
for consumers.
3.1 Strategy of Instagram Marketing
Product packaging that has been qualified, able to compete
Instagram serves a global community of more than 1 with the direct competitors of Roti Guriyana, because the
billion people who are active every month (Hootsuite, 2019). products are oriented to be approved, bought, sold and used.
People use Instagram to share moments, find passions, be There is packaging, can prevent or reduce damage, and
inspired and take action. Instagram can help businesses of protects the product inside
every size find customers and grow. With an Instagram
business profile, businesses can promote their products and
services to a global audience of people who are most interested
in what they do.
Fig 3.3 New Packaging of Roti Guriyana
Source: Proceeded by Author (2020)
Figure 3.3 shows that the packaging for Roti Guriyana has
Fig 3.1 Ruti Guriyana’s Instagram changed. That does not eliminate the brand image and
Source: Proceeded by Author (2020) association of Roti Guriyana, and also not changing the color
of identity and some of the same ornaments.
Firstly, Roti Guriyana SMEs had to create an account on
Instagram. Instagram can be played through an application on
a smartphone, and is obtained through uploads on the app store
IV. DISCUSSION
on a smartphone (App Store and Google Play Store). Then,
click the list with email or phone number. Enter email address, Based on the analysis and observations on the conditions
then verify. Create a username and password that will be used of the SMEs Roti Guriyana in business coaching activities, it
for an account. Creating an Instagram account is not used by can be concluded that the main problem that is a priority is the
personal purpose, then using the configuration of the name. development of Roti Guriyana (Instagram) channel strategy.
So, Roti Guryana will make Instagram for business purposes, Meanwhile, they must consider the renewal of packaging,
and include the name of the business being run. because of competitiveness issues. Based on a questionnaire
that came up to the observations process, their consumers tend
to predict the causality of packaging Roti Guriyana.
4.1 Strategy of Instagram Marketing
Before Roti Guriyana gets started with Instagram
marketing, they need an Instagram for Business account or an
Instagram Creator account. So, due to it’s brand new here’s
what to do: Sign up with email or phone number; Create a
username and password; Fill out profile info; Switch to a
business account; Connect account to Facebook business
page; Add your business details.
Roti Guriyana have to make their Instagram account a
business account, because of instagram insight, ads, shopping,
and contact information and call-to-action button on their
Fig 3.2 Roti Guriyana’ Logo profile.
Source: Proceeded by Author (2020) Coach and Roti Guriyana’s owner have to implement their
Instagram marketing to define their goals clearly. It can mean
182
Advances in Economics, Business and Management Research, volume 184
looking to increase brand awareness, get new leads, establish [8] Fred Hahn. Kenneth G Mangun. Do it Yourself Advertising dan
brand as an industry leader, then make sales. Promotion. Beriklan dan Berpromosi Sendiri. Penerbit PT.
Grasindo Jakarta, 2009.
They also have to choose the right profile photo. For
[9] Fred Hahn. Kenneth G Mangun. Do it Yourself Advertising dan
brand, Instagram profile photos should be their logo. This
Promotion. Beriklan dan Berpromosi Sendiri. Penerbit PT.
helps provide credibility and allows visitors to see at a glance Grasindo Jakarta, 2009.
who they are.
[13] UNEP. "Montreal Protocol On Substances That Deplete The
They also have to define their audience. This can be helped Ozone Layer." 2016
by a little preliminary research to figure out the best reach [14] Ozone Depleting Substances. https://www.epa.gov/
using Instagram. Create content that speaks directly to the
[15] Honeywell Refrigerant. www.honeywell-refrigerants.com
audience.
[16] ANSI/ASHRAE Standard 34. “Designation and Safety
Classification of Refrigerants.”
4.2 Implementation of Competitive Redesign Packaging
Businesses everywhere are moving more quickly than
ever before. This plan to redesign packaging of Roti Guriyana
allows the brand to evolve fast and tap into new digital
strategies. Coach and owner's tried-and-true creative process
makes design look relevant. We plan to try creating eye-
catching packaging designs that suit the product and stand out
in the audience.
V. CONCLUSION
Roti Guriyana can be developed through several
additional promotional methods such as through social media
and websites. Marketing development through social media
like Instagram encourage their marketing activities, as well as
to increase sales.
Implementation of the redesign of the Roti Guriyana
packaging aims to increase the level of competition with direct
competitors of Roti Guriyana. Product packaging needs to be
reviewed from packaging materials, packaging forms, and
labels on packaging to influence consumer purchasing
decisions.
It is hoped that by combining attractive packaging and
social media such as Instagram, it will be able to change
conventional businesses to become more modern so that they
can attract new markets such as young people who use social
media.
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