PROPOSED MARKETING STRATEGY TO INCREASE SALES IN REPELLENT CATEGORY

Abstract

This research investigates the marketing strategy of mosquito repellent product the Indonesian market. It aims to identify factors influencing its market performance and propose actionable strategies to increase sales. Using a mixed-methods approach that combines internal and external market analysis, the study evaluates products's strengths, weaknesses, opportunities, and threats (SWOT) while focusing on market dynamics, consumer behavior, and competitor benchmarking. The research underscores the importance of aligning marketing strategies with evolving consumer preferences, particularly young mothers seeking safe, effective, and affordable solutions for their families. The findings highlight the role of product innovation, promotional campaigns, and strategic pricing in driving consumer engagement and loyalty. Additionally, this study recommends improving distribution networks, enhancing digital marketing efforts, and fostering trust through consistent product quality. The implementation of a customer-centric approach is emphasized, supported by detailed action plans targeting segmentation, positioning, and brand loyalty. By addressing existing challenges and leveraging market opportunities, this study provides a comprehensive roadmap to sustain and enhance its competitive edge market demands.