MARKET PERSONA AND MARKETING STRATEGY ANALYSIS OF CASCARA

• Main Author: Naufal Wildany, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52332
• Institution: Institut Teknologi Bandung

As one of the creative economy sub-sectors in Indonesia, culinary is an industry that continues to develop. The culinary industry plays a role as the largest contributor to the income of the creative economy sector. Part of the culinary industry that plays a big role is coffee. Indonesia is one of the largest coffee producing countries in the world. Coffee is increasingly supported to reach the market, especially in domestic markets, with the rise of coffee shops or generally called cafes, which are places that provide various drinks, especially coffee. However, there is a potential that has not been optimized from a coffee, namely coffee cherry skin called cascara. Generally, coffee skin is only used as an organic fertilizer, even though it has a potential selling value if it is processed into an attractive product. Cascara is the result of processed coffee skin that can be used as a drink that has a unique taste, aroma and texture that also has good properties for the body. Cascara drink has a coffee-like aroma, tea-like texture and a fruity taste sensation. Biesha - a biotechnology start-up from Bandung that is engaged in developing cascara to become a product that has a unique selling proposition. To optimize the potential of the cascara, Biesha need to determine the right market and build marketing strategy. This study aims to find market personas for Biesha and adapt them to marketing strategies. This study used a qualitative approach by conducting interviews with 39 participants who were café customers of college students, high school students and freelancer workers. The collected data were analyzed using coding, saturation and triangulation methods. Based on the data collected through interviews, the researcher concluded that the persona for cascara products is a cafe customer who works as a freelance worker who has a match with the main value of cascara, namely the uniqueness of its taste. Then the researchers adapted the market persona into a marketing strategy divided into pre-purchase stages such as increasing awareness with product collaboration with cafes, purchasing periods such as maintaining product quality and service and also post-purchase by making referrals and upselling.