MARKETING STRATEGY FOR NATURAL FOOD COLORANT POWDER

• Main Author: PURWANI SYAILENDRA (NIM: 29111016) Pembimbing : Drs. Herry Hudrasyah, MA, KRISTY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18814
• Institution: Institut Teknologi Bandung

Trend of healthy lifestyle makes the food and beverages companies require the development of their products to leading towards healthy products in order to respond the needs of the market including natural food colorant. In 2011 author has already done a research to make natural food colorant which is certainly safe for human body. However, until now the author still do not know yet how to sell these products in order to be able to enter the Indonesian market, and this problem is become the business issue of this thesis. In exploring the business issue of this thesis, there are some analysis conducted which are company analysis, STP, marketing mix, the general environment, and industry environment (Porter 5 Forces). These analyses generate 2 root causes which are the product is not communicated yet to the consumers and the target of selling the product is still unclear whether the author will sell products to the end user or user industry. The best business solution to address that root cause is by selling the product to the industry user in the form of product’s making formulation. The product’s making formulation will then be poured in the form of a patent. STP analysis is required so that the plan of marketing communications can be right on target and effective so the information can be well delivered. After making an analysis of STP, the next step is formulate the marketing communication strategy of the product. The communication method that will be conducted is by doing a proposal presentation and also simulation products. Both of these communication methods were chosen because it is considered to be the most effective in informing the patent product formulation to the companies, because inside the proposal is contained all information needed ranging from product information until market research that support to convince the target company. Once the proposal is accepted, furthermore will be conducted negotiation the patent’s selling price through the purchasing & procurement department or competent authorities in the company. The negotiation method used is by outright sales. This method is expected by the author that the company will quickly have this patent, and also can quickly produce the natural colorant in large scale then sell directly to the Indonesian market.