PRODUCT INNOVATION DEVELOPMENT STRATEGY IN OVERCOMING THE PHENOMENA OF SALES DROPS IN DAPURFIT IN 2021-2022

• Main Author: Gervase Wimaeki, Matthew
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71215
• Institution: Institut Teknologi Bandung

Dapurfit is a pioneer of healthy food catering in Indonesia. Founded in 2012, Dapurfit has been in the world of healthy food for 10 years. Dapurfit's clients have also varied over time, starting from those who initially only wanted to lose weight, over time several national athletes, artists, models, as well as patients with acute illnesses and cancer began to subscribe to Dapurfit. But when the covid 19 pandemic hit, people started working from home, and many offices, schools, public facilities were closed, people started to stay at home more often and wanted to change their style to a healthy lifestyle. What was supposed to be for Dapurfit's sales to increase during the pandemic was because people's interest in healthy food was increasing, instead, Daourfit sales continued to decline every month. Therefore this study will examine what are the main causes of the decline in sales of Dapurfit boxes. By using research methods from Biazzo-Fillipini's book on innovation production management, using VOC Research, Foresight Research, Benchmarking Analysis, and Technology Scouting, the root cause of the decline in Dapurift's sales was finally found. There are 3 root causes, namely price, service and product. The price for the Dapurfit box is quite expensive, so not all people can buy it. The Dapurfit service, which only serves the JABODETABEK area, also made the kitchen lose many potential customers and then the pandemic problem also made many people have to do ISOMAN and had to stay at home. Dapurfit products themselves are also easily spoiled because the products are always fresh. Then with Creation Idea and Technology Development a solution was announced, namely for Dapurfit to make new products that can compete with competitors but still have premium quality from Dapurfit. Therefore frozen healthy bento is a product that has been approved to be used as a new product to increase sales from Dapurfit. Apart from that, Dapurfit also continues to make special special packages for ISOMAN which will be circulated during the pandemic due to the large number of requests from customers. The plan that will be implemented is besides placing HeatMeUp or frozen bento products in the Dapurfit list of packages. This new product will also be distributed on the online marketplace and will also be sold at Gofood online food outlets. Then a promotion will be made in the form of photos, posters, videos which will be promoted at the end of 2022, so that in 2023 people who have just returned from the holidays will usually look for healthy food.