MARKETING AND SALES STRATEGY DEVELOPMENT FOR NEW SEASONING PRODUCT (A CASE STUDY: PASS BUMBU SERBAGUNA)

• Main Author: Nurfitriana, Siti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49287
• Institution: Institut Teknologi Bandung

PASS Bumbu Serbaguna is the latest portfolio from Kriya Mandiri Restu, an MSME company, producing food raw materials. PASS Bumbu Serbaguna is consists of a mixture of spices, which is used for enhancing the flavor of foods, such as rendang, gulai, fried rice, aceh noodles, satay, tongseng, or even middle eastern food. The potential market of PASS Bumbu Serbaguna is relatively large but the company has limited resources. So, the company must create a strategy to sell the product to the specific food merchants as selected beachhead market, to obtain an effective and efficient sales process. The steps follow the framework from Bill Aulet, on his book "Disciplined Entrepreneurship". To penetrate the market, the author identifies the customer persona and observes the journey, using full life cycle use case analysis. Their behavior is interpreted and developed to be the strategy, called the adoption strategy. The interview process and literature study will be conducted to obtain the data. As a result, the author selects Padangnese food merchants, which are categorized as micro enterprise, as the beachhead market. Furthermore, the authors propose several strategies such as redesigning product labels and positions the product for Padangnese, developing promotion strategy elaborated according to sales funnel, creating pricing strategy, and Setting the sales area and outlet category.