This my 4th week report of my Marketing Analytics Course in Coursera. I really appreciate people who leave comments on this report, so that I know my shortcomings in writing this report. And please don’t copy without my permission.

1. Design a Marketing Experiment Sample
 Introduction
In this report, I want to design a marketing experiment for Sabana Fried Chicken that
really famous in Java Island, Indonesia. The campaign highlight is to sell a rich taste of fried
chicken with affordable prices. With the growing of fast food order in Indonesia, especially
during the Covid-19 pandemic, the owner want to expand their business of franchise for
family business and without prejudice to Government’s health protocols. And for the
experiment will be a before-after design experiment, not going for full factorial, because it
will be difficult to quantity impact if several parameters are simultaneously changed.
 Experiment Design
In this experiment, the independent variable is increased advertising in the form of online
advertising campaign via GoFood or Grab-food. The dependent variable observed here is
sales.
The experiment will be run in Malang City, East Java and the control market observed will
be Surabaya City, East Java. The test control market is taken in areas that are mostly
inhabited by students or young people who really like fast food, especially fried chicken.
Since those two cities are similar in population of students or young people, the sample size
would be statistically significant.
Since it is a before-after design experiment, sales will be recorded for both control and test
market for a four months from March-June, during the first “study from home” period (for
the before stage). The experiment will be run for the next four months from July to October,
the continuation of “study from home” period (for the after stage). The change in sales
during the experiment will be then used to calculate the lift in sales.
The experiment adheres to three rules of causality, first: the change in the marketing mix
produces change in intention to buy the product, second: no increase in marketing mix,
third: time sequence. For the first action is to manipulation in price and then inquiry of
intention. However, it can not be ascertain that external factors will not influence customers
to buy their product.
 Anticipated Issues
Fried chicken is a common fast food and is consumed any time, especially for students or
young people. A rich taste of fried chicken with affordable prices is very much in demand.
That’s way Sabana Fried Chicken is looking for a gap by selling fried chicken at a fairly
affordable prices and served their product from the best quality ingredients, especially their
flavor.
Not only because fried chicken is easy to find anywhere, but also because fried chicken is
everyone’s favorite food, Sabana Fried Chicken has chosen to focus running a franchise
business that is more flexible in terms of revenue sharing. And because their business is
facing the Covid-19 pandemic, they are looking for suitable advertising (online advertising)
to keep selling and hope not to lose customers. So then, both the before and during

2. experiment results are collected during the “study from home” period from March to
October.
If the field implementation is executed anywhere between November to February, after the
Covid-19 pandemic is over, might see the dampening in the impact due to the survival
seasonality involved. Any other external factor during implementation such as a new
competitor entering the market or decrease in prices from competitors could adversely affect
the field results, especially during the Covid-19 pandemic.
The above mentioned issues might have an adverse impact on the sales, however the
experiment will still demonstrate the impact of online advertising on sales via GoFood or
Grab-food. The seasonality and external factors notwithstanding, the experiment will
provide a fair guideline on whether to go ahead with nationwide marketing campaign. The
lift in sales would also provide a concreate idea on the appropriate amount of spending on
the campaign.
 Experiment Adaptation
Another version of the experiment can be through a web experimentation.
Because Sabana Fried Chicken is well known by people on the Java Island and has
collaborated with online delivery services, creating a web to better introduce their products
is a very powerful way and can be run simultaneously with a franchise business.
In this case Sabana Fried Chicken can invited people through any island in Indonesia and
thus analyze the results for different markets. They could test any different menu that
provide fried chicken with many flavor. On top of that, the target of the brand and
consequently of this experiment consist of people that have access and using the internet for
daily basis.
Pros and cons need to be taken into account when deciding which experiment to choose
from. One thing is certain, in this report I recommended this experiment adaptation would
offer the optimal combination for their market.
 Sources
http://sabana.co.id/