MARKETING COMMUNICATION AND PROMOTION IN COMPETITION WITH SOS HONEY AT MAKUKA HONEY BUSINESS

• Main Author: Sungkono
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/52929
• Institution: Institut Teknologi Bandung

One of the old and classic issues in the honey business is the circulation of SOS honey (Syrup, Oplosan and Synthetic). SOS Honey is very dangerous for the health of people who consume it in the long term. The massive distribution of SOS honey in the market is due to its low price, abundant stock and low public knowledge or concern for the quality of the honey it consumes and the massive marketing. Makuka Honey, as one of the sellers of pure honey, the impact of the large number of SOS honey circulation, both the impact on the sale of honey and the negative stigma of the community on honey in the market and causing trauma to people for consuming honey. In carrying out the sale of pure honey, Makuka Honey also faces considerable challenges, such as a new brand that is not yet widely known, the price of pure honey is expensive, pure honey often runs out of stock in the field during the honey dry season. In this project, we conducted an in-depth study of the problem with data and references from surveys, books, articles, web and internal company data. Then performed analysis with VRIN, PESTEL, Perceptual mapping, customer analysis, competitor analysis and five whys. To get a solution. The results of this project provide solutions such as providing education to consumers about the importance of pure honey and the dangers of consuming SOS honey, making their own bee farms, conducting direct harvesting and inviting consumers to participate in harvesting to forests / farms, conducting paid promotions to online and offline media, having legality quality from the government (HALAL / P-IRT), has its own honey shop, makes harvest documentation videos, conducts honey stock during the honey season, carries out promotions through relatives / family and conducts laboratory tests on a regular basis. That Makuka Honey continues to survive and become the winner in the face of the SOS honey business competition.