Abstract
MusHome is a byproduct of mushroom production. The company produces its own mushroom baglog (‘soil’ for growing mushroom) and harvests fresh mushrooms to be sold to the local market. The baglogs are also sold in the form of MusHome, a home-grown mushroom kit. The company distributes MusHome via online sales (door-to-door shipment via post), direct marketing on trade fairs and organic stores. Aspiring to provide children with an educative message to grow their own food, MusHome considered changing their marketing message to include educational information on their products. Currently, MusHome relies mostly on social media to promote their product, but the activity has not been very successful in attracting many new customers. With limited resources, the managers are challenged to create a strategy to bring more sales to the company.
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Notes
- 1.
Names in this case are fictional.
- 2.
Polystyrene cups, which are widely used for coffee cups, takeaway food packaging and drinks cooler.
- 3.
Influencers are individuals that have influence over potential buyers and orient marketing activities around these influencers. Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves (Adweek 2015).
- 4.
Tempeh is a traditional soy product originating from Indonesia. It is made by a natural culturing and controlled fermentation process that binds soybeans into a cake form.
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Dewanto, A. (2019). A New Home for MusHome? Positioning Mushroom Growing Kit Through Social Media Marketing. In: Prange, C., Kattenbach, R. (eds) Management Practices in Asia. Springer, Cham. https://doi.org/10.1007/978-3-030-19662-2_11
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