Top Spender Program Dua Kelinci Official Store On Shopee) Ricardo Nggadas Primary Author mixed material bibliography Jakarta LSPR 2022 en English

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This project discuss ed Promotion Strategy Accelerate Growth of PT.Dua Kelinci Indonesia ( Case Study Top Spender Program Dua Kelinci Offical Store on Shopee ) Dua Kelinci as one of the FMCG brands offer delivery affordable products such as, Snack food daily needs for its customers from teenager and adult needs. However,the brand still lacks of awareness and especially this brand want to be lead the FMCG category one commerce especially on shopee In fact, Dua Kelinci official shop on Shopee is facing the reality problem that the awareness and sales not should run for “big mass and big volume” expect to increase market share but the orders was still under the target of what was brand expected. This project aimed to implement the Top spender Program as its marketing promotion strategy. and the objective of this project was to knew top spender sales and also awareness of this program from existing customer and new customer.This research executed by implemented qualitative methods through deph interview by using primary and secondary data In elaborating the project execution, it was used SOSTAC concept in order to find how top spender program implemented as sales promotion strategy for Dua Kelinci products,The project was executed from 14 September– 31 October 2021. The project will be evaluated based on metrics of this project objective beside, sales promotion strategy ran well for Top spender program from Dua Kelinci has a growth 16% in compare to previous month so that the sales promotion gong as well from GMV's achievement, as integral part of marketing communication strategy, From company data order new customer has a growth 209 to 955 consumer this is combined with new folower and exisiting customer from Dua Kelinci on shopee with order quantity 1,084 pcs, moreover the most sold out product is kuaci coffe fuzo and for demographic jabodetabek still dominate the market from this top spender program as a notification this value nett sales . and all of this strengthened store rating of Dua Kelinci official shop on shopee has a growth from 4.8 to 4.9 Star, this is very great for customer review and maintain the brand images from e - commerce side if we look forward precisely for the top spender program tracking Basket size is AMO Average Monthly Order we can see that the average consumer purchase for top spender program has a great value, because the Dua Kelinci's product is Rp.7000-Rp.85.000 based on data above the consumer bought on Rp.40.000 which means this is multiple quantity purchase moreover it is great fro top spender program promotion objective Therefore recommendation based on E - comm erce sales contribution such as Tokopedia, lazada and tiktok the Top spender program of Dua Kelinci more effective on shopee and Primary and Secondary data resources shown that the customers and brand executive insight explain this program give more advant age and push the sales the result itself is outstanding and this program will continue until end december 2021 and will adjust to marketing campaign in 2022 Key words : Top Spender Program, E-commerce,Dua Kelinci,Shopee non-thesis 2022 Marketing Communication Management Ricardo Nggadas Dr Nelly Ma'arif NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MCM.370.025.22 S200441SP Hanya Tersedia Softcopy. S2.MCM.370.025.22 sampul_skripsi.jpg.jpg 6960 2023-01-27 12:39:10 2023-07-03 10:48:15 machine generated