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Marketing Management

Final Exam Edition

Nov 19

SAYURBOX
KLIK, PANEN, KIRIM!

SYNDICATE GROUP 8
Donafeby Widyani / Muhammad Hermosa Widiadi / Muhammad WIldan Fadlillah /

Nadia Farahiya Rachmadini / RIco Kresno


CONTENTS

2 / INTRODUCTION

3 / STP ANALYSIS

4 / TARGET POSITIONING - LEVEL 1

5 / TARGET POSITIONING - LEVEL 2

6 / TARGET POSITIONING - LEVEL 3

7 / THE CAST

8 / STORYBOARD

page - 1
Introduction
SayurBox provides a platform for customers to order products directly
from farmers. SayurBox supply and deliver products within 24 hours from

partner farmers directly to the convenience of your doorstep.

SayurBox wants customers to get good-quality organic, hydroponic,


pesticide-free and chemical-free products ; that's why we bring the idea of

from farm to the table. Our products come directly from local farmers with

a fair price for their work and the love they have for growing your food.
page - 2
STP
ANALYSIS
SEGMENTATION
People who understand technology (26-45 years old) but

don't have enough time to go to the market to buy

vegetables, but they expect fresh, cheap vegetables.

TARGET
Sayurbox targeting B2C and B2B , who needs fresh
organic product to homemade delicacies but don’t have

time to go to a traditional market

POSITIONING
Online store platform that offers fresh organic vegetables

and fruit which are picked from local farmers and directly

delivered to customers’ home

page - 3
Positioning
Statement -
Level 1
Target
Supporting points
For people who understand
No pesticide, fast responses
technology within (26-45 years old)

who wants to purchase fresh, healthy

and organic vegetables and fruits

through website and application.

Benefits Category
Convenient, fresh, simple, Sayurbox is a tech-supported fresh

produce distribution platform


discounts and promotions,
based in Indonesia, its customers
and efficient
can order organic, hydroponic, and

conventional fresh produce which

is sourced directly from the

farmers

LEVEL 1
page - 4
Positioning
Statement -
Level 2 Key Customer Benefit
Unlike Tani-Hub, Sayurbox provides

buying experience through websites

and mobile applications, it is much


To (Target Persona) easier to order from both websites and
Urban people , smartphone user, between
mobile applications.
the ages of 26 and 45, who want to
Unlike RegoPantes, Sayurbox offers
purchase fresh, healthy and
more complete categories of fresh
organic products through websites and
products than rego pantes. Rego
applications.
pantes has limited categories of

products. In Rego pantes, for example,


Product Name they don't sell certain categories like
Sayurbox is a tech-supported fresh produce fish and chicken categories.
distribution platform based in Indonesia that

can provide organic,hydroponic and

conventional fresh products which is sourced

directly from the farmers and without any

pesticide

Category
Sayurbox offer various organic, hydroponic
,and conventional fresh product .through

digital platforms.

page - 5 LEVEL 2
Positioning
Statement -
Level 3
Sayurbox is an online platform that offers fresh vegetables
and fruits so customers could get good quality pesticide-

free vegetables through farm-to-table concept.

Online platform:
Apps and web based which ease customers needs. Customers only

need to simply click-to-harvest on the produce they want and submit

order when they are done.

Fresh vegetables and fruits:


The fresh produce directly from local farms to customers’ tables within

one day, hence customers know that they get the freshest produce

straight from harvest.

Farm-to-table concept:
Sayurbox ensures the produce quality is up to the standard and delivers

to customers’ doors within 24 hours of harvest day.

page - 6 LEVEL 3
The
The Cast
Cast

hero

1 2

villains allies

SG

4 5

1. Nadia as Mom (Hero) | 2. Donafeby as Mom's friend (Ally) | 3. Wildan as

Dad (Villain) | 4. Hermosa as Son (Villain) | 5. Rico as Sayurbox Delivery

Man (Ally)
Marketing Management - SBM ITB

page - 7
STORYBOARD

1. Set the scene and


introduce hero

There was a little family

that consist of working

father and mother, and a

child who was still in high

school. On that morning,

they were ready to start

the day. The mother and

the father were going to

work and the child was

going to school. The

mother is a caring mom


2. Make your audience
but also a busy working
hate the villain
mom.

As usual, the mother

still did not have time

to prepare the

breakfast for the family

which eventually

triggered a fight in the

family. This made the

mother upset because

her time is taken up

because of busywork.

But on the other hand,

she wants to provide

the best breakfast for

her little family.


page - 8
STORYBOARD

3. Bring the ally who saves


the day

After the fight, Her

colleague suggested her to

download SayurBox, an

application that provides

raw food and deliver it to

the customers. Then she

tried to use the application.

She ordered the vegetables

and fruits from the

application. The next


4. Celebrate the happy
afternoon the SayurBox
ending
arrived.  

Finally, The mother who initially

hesitated was able to prepare

the breakfast because of the

convenience that the Sayurbox

offered. In the morning, her

husband and child were

surprised to see the changes.

Sayurbox can be a solution to

kind of problems like this. Seen

from the radiant happiness of

the family and praise received

by the mother.

page - 9