eFishery is shifting its business model from business-to-business to business-to-consumer due to the COVID-19 pandemic negatively impacting the food and beverage industry. The proposed strategy focuses on digital marketing tactics like social media ads, influencer marketing, and owned media to educate consumers and build trust in eFishery's high-quality fresh fish products. Public relations efforts like CSR programs and collaborations with other brands will help strengthen eFishery's presence and positioning in the growing processed fish market. The timeline outlines crafting messaging, defining objectives, creating and exposing content, and evaluating campaign performance to make the business transition smooth.

1. eFishery
Business Shifting
Strategy Plan.
Proposed by : Yanuar Risky

2. BRIEF TASK
eFishery Decide to Shifting the business models from business to business (B2B)
to business to consumer (B2C) due covid 19.When B2B Focus on content marketing
and generating leads for the sales team. Meanwhile, B2C do nurturing phase,
choose how to interact with customers at any given point in the buying journey.
Create Marketing activities, etc. So how to make it smooth transition ?

3. CURRENT CONDITION
The food and beverage (F&B) industry across cities
in Indonesia has been hit hard by the COVID-19
pandemic as people prefer to stay in rather than
going out for meals

4. MARKET MAP
Revenue in the Processed Fish & Seafood segment amounts to US$5,808m in 2020.
The market is expected to grow annually by 3.5% (CAGR 2020-2025).
In global comparison, most revenue is generated in China (US$27,174m in 2020).
In relation to total population figures, per person revenues of US$21.23 are generated in 2020.
The average per capita consumption stands at 2.7 kg in 2020.

5. TARGET AUDIENCE AGE
25-45
Productive age
PSYCHOGRAPHY
Urban
DEMOGRAPHY
Always ON
First jobber, executive, first mother, etc.

6. VALUE PILLARS
PRODUCT
Fresh Fish Having its original
qualities unimpaired because
Consumer Preferred fresh
made for food preferences.
PRICE
The Right Value Metric makes
the biggest difference. eFishery
offer a competitive price for
consumer.
PARTNER
Have More than thousand
valuable tenants under
eFishery.
PEOPLE
eFishery help small to
medium fisherman for create
a healthy aquaculture
ecosystem.
PROMOTIONS
Continuously create
personalized promotion
package .
PURCHASE
Easy to find out in every
digital marketplace.

7. LETS START
WITH INSIGHT.

8. Internet consumption spike
up during Covid 19
outbreak. *Source : Nielsen.
Price, Packaging, Safety,
Technology, and Delivery are
key factor for Food industry
to survive covid 19 pandemic.
*Source : Numerator.
Indonesians listen friends &
Professional to choice a food
to eat/avoid. *Source : Alvara.
Indonesians moms are
responsible for about 90% of
Daily / weekly needs purchasing
decisions.*Source : McKinsey.
INSIGHT

9. THE CHALLENGE
Different target segmentations from B2B to B2C Business models.
People still lack information healthy food especially fish nutrition's.
How To gain our consumer trust to consume healthy food from our product?
How to make people consider about eFishery social value ?
Persuade our consumer to being part with eFishery to create a healthy aquaculture
ecosystems.

10. THE OPPORTUNITIES
Increase brand exposure.
Reach new markets.
Strengthen the brand presence.
Own positioning in the fish frozen market.
Create personal touch.

11. MESSAGE
COMMUNICATION

12. Consumers have Desired Health
Outcomes but Unsure How to
Achieve Them.

13. Attract, Appeal, and Educate.
Build perception that eFishery is a place where one can only buy best quality Fish.This is reinforced
by supermarkets whose frozen fish offerings are dominated by commoditized own-label products
or premium brands.
To empower customers and make them being part of eFishery movement with create seamless
experience and meaningful story telling while we selling things.
Deliver the brand message for audience : That eFishery is a part of solution to create a good
ecosystem for aquaculture.

14. DIGITAL OWN MEDIA
PUBLIC RELATIONS CO BRANDING
PROPOSED CHANNELS
INFLUENCER/KOL
SOCIAL MEDIA ADS
SEM AND SEO
GOOGLE ADS
WEBSITE
SOCIAL MEDIA
TENANT
EMAIL BLAST
PRINTED MEDIA
DIGITAL MEDIA
TRADITIONAL MEDIA
CSR PROGRAMS
BUNDLING PROMO
DIGITAL CAMPAIGN
CSR
cOMMUNITY

15. WHY DIGITAL ?
There are so many great digital marketing techniques ranging from search, social and
email marketing to improve the digital experience of brand website, brand article, &
brand new offers. Marketing has always been about connecting with the audience in the
right place and at the right time. Today, that means we need to meet them where they
are already spending time: on the internet. inbound marketing as a really effective way to
attract, engage, and delight customers online.
While traditional marketing might exist in print ads, phone communication, or physical
marketing, digital marketing can occur electronically and online. This means that there
are a number of endless possibilities for brands including email, video, social media, or
website-based marketing opportunities.
And also During the COVID-19 pandemic, many businesses are using digital technology
and marketing to survive these "interesting times.

16. DIGITAL
YOUTUBE SERIES INFLUENCER SOCIAL MEDIA ADSPAID ADS

17. WHY PUBLIC RELATIONS ?
In today's media-saturated culture, effective PR is a crucial part of any public
undertaking. Image and public opinion mean everything, especially in the
increasingly influential realm of social media. The individual or group who wins
the media race will win the ultimate goal: the trust of the people.
It can be difficult to tell public relations apart from advertising. Advertisers strive
to sell a product or service, and public relations focuses on shaping an image. PR
and marketing are even more related. Marketing uses research and targeted
communications to achieve a desired action while public relations professionals
strive to gain unpaid publicity from newspaper articles or TV news segments.

18. CSR release
PUBLIC RELATIONS
Brand Exposure Co branding /Promo exposure Activity Exposure

19. WHY OWNED MEDIA ?
Earned, owned and paid media efforts are important to our overall business
objectives and should intersect in brand content marketing strategy.
The primary objective of owned media is to continue providing value to leads as they
move down the sales funnel. These assets should typically offer a more controlled
narrative and messaging about brand message.
Owned media channels are extensions of our brand as a whole. The more owned
media we have, the better chances we have to extend our brand presence in the
digital space.

20. SOCIAL MEDIA CONTENT PILLARS
#TuaiKebaikan
/ Thematic
Campaign
Myth
Buster/ Tips
Secret
Recipe
QuizOn Going
Promo

21. OWN MEDIA
Email Blast Order Button Shop Tagging Pop up button

22. WHY COLLABORATIONS ?
Brands join forces to create something unique that appeals to this subsection of
customers, such as: Limited edition products, Service integrations, Events, Etc. If we
have a list of peers that would be compatible with our product, service, or brand
message,
Collaborative marketing can be a great choice for our marketing weapons. The
biggest challenge for most new brands is lack of awareness. This need, combined
with limited budgets, is what drives a number of brands to explore marketing
collaborations to fuel their business.
But collaboration remains one of the best-kept secrets of the entrepreneurial world.
Because brand collaborations it can be one of the most effective and cost-efficient
ways to grow a brand and business at the same times.

23. VENUS
JUPITER
MARS
CO BRANDING
Dana cahsback Grab-fish Go Pay Bundling
Online Cooking class with
community

24. TIMELINE FRAMEWORK
CRAFT THE
MESSAGE
Prepare marketing strategy
play a significant role in how
success our
marketing/branding/camp
aign programs .
DEFINE BRANDING
OBJECTIVE
Set branding Objectives is
the first of component of
campaign strategy; they
describe the intended
result or outcome of an
effort.
EXPOSURE THE
CONTENTS
Knowing which publications
are the best fit for our niche
industry. Right time, Right
place, Right content, and
right people.
MONITORING &
EVALUATING
Regular monitoring and
evaluation can
strengthen the impact
of our campaigns

25. SUMMARY
CAMPAIGN IDEAS
DIGITAL
PUBLIC
RELATIONS
COLLABORATIONS
OWNED
MEDIA
INFLUENCER/KOL
SOCIAL MEDIA ADS
SEM AND SEO
GOOGLE ADS
WEBSITE
SOCIAL MEDIA
TENANT
EMAIL BLAST
BUNDLING PROMO
DIGITAL CAMPAIGN
CSR
COMMUNITY
PRINTED MEDIA
DIGITAL MEDIA
TRADITIONAL MEDIA
CSR PROGRAMS

26. CREDITS: This presentation template was created
by Slidesgo, including icons by Flaticon, and
infographics & images by Freepik.
HATUR NUHUN 
Yanuar Risky
A : Jalan Cempaka blok s 10/32 , jatisampurna bekasi
E : yanuar_risky@yahoo.com/ yanuarrisky3@gamil.comyanuarrisky3@gmail.com
P : +62 856 9771 4240
M : https://medium.com/@yanuarrisky3