Proposed Marketing Strategy to Increase Sales for Home Bedding Business (Case Study: Beddo Chingu)

The overall consumption of mattresses in Indonesia has experienced a positive growth rate from 2012. development digital businesses also increased, and it is undeniable that competition the bedding industry becoming more intense as offline sellers shift to online. increasing can be felt by one home brands, namely Beddo Chingu. Chingu business mainly offers bed linen was established December 2021. uses e-commerce social media sell products. There are promotions have been applied such advertising Shopee, flash sales, discount, post content paid promotion Twitter. These didn’t last long faced fluctuating sales. This research aims identify current internal external conditions Chingu, root cause sales issue, propose suitable marketing strategy for method quantitative qualitative approaches create strategies. analysis tools will used STP, Marketing Mix 4P, VRIO, while PESTEL, Five Forces Model, customer analysis, competitor analysis. Questionnaires survey with 124 respondents customers conducted gain insight customer’s point view regarding mix. In addition, interviews potential were obtain detailed insights preliminary surveys. From researcher, there an strength weakness, opportunity threat result called SWOT. Root causes issue low frequency promotion, lack value delivery content, limited distribution channels, Lack pattern design variations, product Stock Availability due production process, manpower. Based on TOWS matrix, strategies classified into mix 4p proposed increase