COMMUNICATION AND PRODUCT DEVELOPMENT STRATEGY IN INTRODUCING BANGKEROK SUNDANESE TRADITIONAL SNACK OF DAPUROH TO CURRENT SOCIETY
Traditional food is a cultural identity of a region that is built by its natural and cultural resources. Over time, many changes occur in the physical environment and the people?s habits, which resulting new foods. There is a possibility that new food will push away the old food, so the community...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/57958 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Traditional food is a cultural identity of a region that is built by its natural and cultural resources. Over
time, many changes occur in the physical environment and the people?s habits, which resulting new
foods. There is a possibility that new food will push away the old food, so the community might also
abandon their traditional foods. In fact, this traditional food is a cultural wealth that can be a good
tourist attraction to improve the regional economy. Japan is an example of a country known for its
good cultural preservation efforts supported by technology utilization, one of which is for culture
documentation. Indonesia is still having difficulties and struggling to do the documentation, so it needs
to learn from other case studies. Bangkerok is one of the traditional Sundanese food products that the
public has forgotten. DapurOh is a culinary business brand in Bandung that wants to revive and
promote Bangkerok as a cultural heritage. Reflecting on the current conditions and the success of
cultural preservation in Japan, DapurOh, besides targeting profit, aims to reintroduce traditional
Sundanese food culture to today?s society to preserve Sundanese culture. The question is how to
reintroduce the past products to today's civilization, especially in Bandung with its culture that has
changed a lot.
This study will discuss what adjustments and adaptations need to be made, both from product
development strategies and communication, to introduce this Bangkerok product so that the people of
Bandung can accept it. This study will involve young people as the main target market because they
and their attachment with social media significantly influence disseminating information and current
trends. Primarily, this study will find out how young people prefer to consume bangkerok and explore
the journey they face in finding information related to new food trends.
This study is done by conducting interviews and FGDs involving young people with various
backgrounds, supported by various fields experts' opinions on market penetration that DapurOh wants
to do. The results of the study show that it turns out that DapurOh's Bangkerok product is still less
attractive, especially in terms of how to communicate it or its presentation.
DapurOh must make adjustments in terms of concepts, branding, products, and strategies in
communicating so that young people can feel more embraced and inclusive.
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