PROPOSED MARKETING STRATEGY FOR PAPACO COCONUT SUGAR TO INCREASE SALES

• Main Author: Tristiany, Sandilla
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46879
• Institution: Institut Teknologi Bandung

Diabetes has become the most serious problem nowadays. 1 out of 3 adults in Indonesia are pre-diabetes and the Indonesian Adults are unaware of it. The highest risk (23,9%) of prediabetes contributed by drinking coffee more than 1 cup with regular sugar in a day (Dany, 2017). Meanwhile, Indonesia right now has the RTD (Ready to Drink) coffee as the most trending food. This diabetes and unhealthy irony have become an opportunity for Papaco coconut sugar to enter the market. This study aims to help Papaco in marketing strategy specifically to be able to understand the target market and the right packaging attributes to be implanted on the design. This research uses STP (Segmentation, Targeting, Positioning) Analysis and Marketing Mix 4P (Product, Price, Place, Promotion), Porter’s 5 Forces, Competitor Analysis (Benchmark), and Customer Persona. The Methods has done by observation and questionnaires in Jakarta society. Furthermore, this study uses SPSS to process survey results and find out the packaging attributes based on Kano's Theory that impact customer purchasing intention. According to the STP (Segmentation, Targeting, Positioning) analysis, the competitor of coconut sugar in market position high price and industry production oriented is quite high. The research found a space market in the low price and massive industry. That is a potential market to enter and Papaco suggested to change the target market and positioning. The marketing mix (4P) analysis result that the product should have packaging. The most affecting attributes of packaging based on research is Ergonomics and Technical. The top high indicators category that should be implemented on Papaco Sugar Packaging is; Easy to open, Easy to Grip, User-Friendly, contain just the right quantity, Recyclable material, Hygienic, Protection, Leakage, one time used, Additional Function, Attractive and nice-looking print, Nutrition Fact, Appearance of the content, Halal symbol, and Family Category. Research of Q&A Printed packaging design in shape, there is only a slightly different preference between a 100-gram pouch (41,8%) and an 8-gram sachet (38,5%). Thus, this research suggests both design shape types. Price also has to change into Rp15.000 for 100-gram packaging and Rp35.000 for 8-gram sachet x 75 pieces in a box, by using penetration market price strategy. Most preferable place to sell is Minimarket, Supermarket, and Coffee shop. The promotion strategy is use freemium sample and exhibition.