Bean Bag Anomali: Competitive Strategy with Product Innovation

Catur Arumsari, Dessy Isfianadewi

Anomali Bean Bag, Business Model Canvas, Competitive Strategy, SWOT.

Bean bags are a breakthrough in the furniture industry, this frameless chair made from fabric and styrofoam granules was popular in America in the 800s. Bean bags returned to Indonesia in early 2010, especially in the Bali area. Bean bag products produced in Indonesia were initially limited to only two models, namely the triangle and pampkin models. As time went by, the bean bag business was increasingly in demand by the public, which eventually spread widely to various regions in Indonesia.  Based on the results of the SWOT analysis of internal factors (Strengths and Weaknesses) and external factors (Opportunities and Threats), the development strategies obtained from Strengths and Opportunities (SO) can be identified as follows: targeting the young family market, loading more customer testimonials as promotional material on social media, opening production sites outside the area to get closer to consumers, product innovation by creating more varied product variations, local / domestic product campaigns, making advertisements containing customer testimonials about the quality of Anomali Bean bag products. Then, analyze with 4P. First, the product. The innovations made to Anomali Bean Bag through core products by creating new products are able to increase consumer attractiveness, which is evidenced by the increase in sales of innovative products in 2021 sales. Second, price, the strategy of increasing prices by adjusting to the conditions of rising prices for basic commodities has no impact on sales, on the contrary, the strategy of increasing prices by adjusting to the nominal can be proven in the increase in sales in the January-December 2021 period compared to the comparison period in the previous year before innovation. Third, Promotion. The implementation of the Competitive Strategy with Product Innovation on promotions through Instagram reels content to reach customers on social media has succeeded in increasing the number of Anomali Bean Bag's Instagram social media followers. Innovation in promotion is also carried out by adding banner media to outlets that function to provide product information or ongoing promos to the surrounding community directly. Fourth, place, the strategy of Competing with Product Innovation by changing the layout of the outlet through replacing signage and replacing lighting is able to increase the number of buyers in offline distribution channels, where in the period of implementing innovation in January 2021 there was an increase in the number of purchases. The implementation of strategies to compete with product innovation through the marketing mix as described above has a positive impact on sales, with the pandemic situation that has not ended has proven that the potential to maintain the position of bean bag manufacturers still exists.

https://doi.org/10.31871/IJNTR.9.4.9