Strategi Pemasaran Pony Plop PT. XYZ pada Periode 2022-2024 di Jabodetabek
DOI:
https://doi.org/10.34149/jebmes.v3i1.81Keywords:
Kids Healthy Snacks, Toddler Snack, Marketing StrategyAbstract
Nowadays, Many Indonesians are more aware of living a healthy lifestyle. Thus, such conditions opened many opportunities in the food industry, starting with the emergence of healthy catering companies, healthy snacks, and now healthy snacks made especially for toddlers. Providing snacks for toddlers is very important in their development days as their hunger booster and nutritional support supplement. PT. XYZ was founded in 2018 to sell healthy toddler snacks made from fresh ingredients from nearby farmers. Many of their products have become parent’s and toddler’s favorites, yet their Pony Plop product, launched in 2020, has decreased sales despite many awards won. Pony Plop is similar to the meringue (a dessert made from whipped egg white), which is quite unfamiliar to many Indonesians, although it has considerable nutritional value. Their marketing strategy for Pony Plop has not yet gained sufficient awareness, resulting in poor sales. By conducting an internal analysis, SWOT, and portfolio analysis, suitable marketing strategies were chosen for PT. XYZ. Those strategies are: Improve customer loyalty and retention, Build marketing advantage, and Improve differentiation advantage. Implementing these strategies increased awareness and sales of PT.XYZ is to be expected.
References
Andayana, M. N. (2020). Perubahan Prilaku Konsumen dan Eksistensi UMKM di Era Pandemi COVID-19. Jurnal Ekonomi dan Ilmu Sosial, Vol 1. No. 2.
Ariawan, E., Soh, B., Rusli, D., Wihardjo, J. E., Josia, M., Riani, S. E., & Suryajaya, W. R. (2020). Pendampingan UMKM Stick Yummy di Sukatani terhadap Efisiensi Produksi dan Penjualan . Jurnal Pemberdayaan Masyarakat, Vol 2, No. 1.
Astawan, M., Wresdiyati, T., Widowati, S., Bintari, S. H., & Ichsani, N. (2013). Karakteristik Fisikokimia dan Sifat Fungsional Tempe yang Dihasilkan dari Berbagai Varietas Kedelai. Jurnal Pangan, 22(3): 241-252.
Atmadja, T. F.-G., Yunianto, A. E., Yuliantini, E., Haya, M., Faridi, A., & Suryana. (2020). Gambaran Sikap dan Gaya Hidup Sehat Masyarakat Indonesia Selama Pandemi COVID-19. Aceh Nutrition Journal, Vol 5. No. 2.
Badan Pusat Statistik. (2022). Ekonomi Indonesia Triwulan IV 2021 Tumbuh 5,02 Persen (y-on-y). Retrieved from https://www.bps.go.id/pressrelease/2022/02/07/1911/ekonomi-indonesia-triwulan-iv-2021-tumbuh-5-02-persen--y-on-y-.html
Best, R. J. (2014). Market-Based Management: Strategies for Growing Customer Value and Profitability. USA: Pearson Education.
David, F. R., & David, F. R. (2017). Strategic Management: A Competitive Advantage Approach, Concepts and Cases, Global Edition. 16th Edition. UK: Pearson Education Limited.
Echavarri, R., Pradoa , A. G., Erasoa, N. O., & Ostolaza, J. M. (2021). Using visual stimuli to promote healthy snack choices among children. Social Science & Medicine, Vol. 270. https://doi.org/10.1016/j.socscimed.2020.113587.
Giráldez, V. A., Abelenda, J. P., Patón, R. N., & Rodríguez, A. S. (2021). Impact of a Series of Educational Talks Taught by Health Professionals to Promote Healthy Snack Choices among Children. Children, 8(3):203. https://doi.org/10.3390/children8030203.
Jansen, E., Thapaliya , G., Aghababian , A., Sadler, J., Smith, K., & Carnell , S. (2021). Parental stress, food parenting practices and child snack intake during the COVID-19 pandemic. Appetite, Vol. 161. https://doi.org/10.1016/j.appet.2021.105119.
Khairunnisa, D., Salsabila, D. A., Elvandari, M., & Aein, M. A. (2021). Gambaran Deskriptif Produk Banana Roll Sebagai Camilan Sehat Masa Kini (Description of Banana Roll Product as a Healthy Snack). Nutritional Journals and Culinary, Vol 2. No. 2.
Kompas. (2009). Menguak Celah Pasar Bisnis Cemilan Sehat . Retrieved from https://edukasi.kompas.com/read/2009/04/15/08274375/menguak.celah.pasar.bisnis.cemilan.sehat?page=all
Kotler, P., & Keller, K. L. (2016). Marketing Management, Global Edition. 15th Edition. UK: Pearson Education Limited.
Mawarni, N. L. (2021). Ini faktor masyarakat Indonesia sulit menjangkau makanan sehat. Retrieved from https://www.alinea.id/gaya-hidup/ini-faktor-masyarakat-sulit-menjangkau-makanan-sehat-b2cDT98vk
Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer Behavior: Building Marketing Strategy, 13th Edition. USA: McGraw-Hill.
Nursalika, A. (2020). 90 Persen Masyarakat Konsumsi Makanan Sehat Selama Pandemi. Retrieved from https://republika.co.id/berita/qc2fil366/90-persen-masyarakat-konsumsi-makanan-sehat-selama-pandemi
Setiawan, T. F., Suharjo, B., & Syamsun, M. (2018). Strategi Pemasaran Online UMKM Makanan (Studi Kasus di Kecamatan Cibinong). Jurnal Manajemen Pengembangan Industri Kecil Menengah, Vol. 13, No. 2.
Suryanti, E., Lesmana, H., & Mubarok, H. (2021). Analisis Strategi Pemasaran untuk Meningkatkan Pendapatan UMKM (Studi Kasus pada UMKM MITA ). Jurnal Perpajakan, Manajemen dan Akuntansi, Vol. 13 , No. 1.
Sudarti, & Wardiana, R. (2021). Analisis Strategi Pemasaran Usaha Catering Makanan Sehat untuk Orang Tanpa Gejala (OTG). Journal of Food and Culinary. Vol. 4, No. 2 , pp. 84-92. https://doi.org/10.12928/jfc.v4i2.4124.
Susilawati, & Yakin, S. H. (2017). Analisis Strategi Pemasaran Makanan Tradisional (Studi Kasus Industri Rengginang di Kecamatan Sakra Pusat). Jurnal Pendidikan Ekonomi dan Kewirausahaan, Vol. 1, No. 1.
Syaputra, R., Setianti, Y., & Koswara, A. (2012). SOYJOY Healthylicious sebagai Strategi Marketing Public Relations PT. Amerta Indah Otsuka . Jurnal Mahasiswa Universitas Padjajaran, Vol 1, No. 1.
Walker, O., & Mullins, J. (2010). Marketing Strategy: A Decision-Focused Approach 7th edition. USA: McGraw Hill.
Widiyarti, Y. (2020). Pandemi COVID-19, Kesadaran Makan Sehat pun Meningkat. Retrieved from https://gaya.tempo.co/read/1354866/pandemi-covid-19-kesadaran-makan-sehat-pun-meningkat
Wibowo, M. E., Daryanto, A., & Rifin, A. (2018). Strategi Pemasaran Produk Sosis Siap Makan (Studi Kasus: PT Primafood Internasional ). Jurnal Manajemen Pengembangan, Vol. 13, No. 1.
Wuryaningrat, N. F., Pandowo, A., & Kumajas, L. I. (2020). Persepsi Sosial Masyarakat Sulawesi Utara Di Saat Pandemi Covid-19. Jurnal Inovasi Bisnis dan Manajemen Indonesia, Vol 4. No. 1.
