Redesigning Digital Marketing Strategy for Increasing Sales of Small Business: A Case Study in Pinescarf

Abstract

The research provided a complete and practical perspective on reviving struggling small businesses by redesigning
marketing strategies to boost sales. It aimed to identify the implemented marketing strategy, evaluate the marketing
performance, and redesign the marketing strategy. An exploratory mixed-method approach was used, comprising
three stages. First, qualitative descriptive analysis identified the existing marketing strategy through in-depth
interviews and direct observation, analyzed using Segmentation, Targeting, and Positioning (STP) and the Cocreation,
Currency, Communal Activation, and Conversation (4C) marketing mix. Second, ongoing marketing
performance was evaluated based on the perceptions of 267 Instagram and Shopee followers of Pinescarf, using
convenience sampling and the Aware, Appeal, Ask, Act, and Advocate (5A) customer path concept. Third,
strategy formulation utilized the Analytical Hierarchy Process (AHP), integrating qualitative and quantitative
approaches based on insights from management, consumers, and industry experts. The identification process
shows that Pinescarf needs to improve its implementation of the 4C marketing mix. A bottleneck at the Act and
Advocate stages prevents purchases, resulting in a funnel-shaped customer path. Strategy formulation using AHP
prioritizes increasing sales as main marketing objective of Pinescarf. Maximizing advertising performance in the
conversation mix is the first priority, followed by regular discounts in the currency mix to address the Act stage
bottleneck. These findings can help Pinescarf to save time and costs by focusing on effective marketing efforts.
Additionally, the research has connected marketing theory with real-world practice, enabling businesspeople to
make informed decisions based on solid analysis alongside their existing intuition.