Strategi Pemasaran dalam Peningkatan Penjualan Produk Roti Sourdough Cookly

Abstract

Perubahan gaya hidup sehat meningkatkan minat produk pangan sehat namun produk roti sourdough Cookly tidak mengalami peningkatan signifikan dan mencapai target omzet mereka. Penelitian ini bertujuan untuk menganalisis strategi pemasaran saat ini, pengalaman target pasar serta menemukan gap keduanya, analisis preferensi media target pasar dan formulasi strategi pemasaran. Penelitian dengan pendekatan deskriptif kualitatif dengan penentuan responden secara purposive sampling. Analisis deskriptif guna mengolah data hasil bauran pemasaran 4C, customer path 5A, dan preferensi media pencarian informasi. Hasil penelitian menunjukan pada bauran pemasaran 4C, partisipasi pelanggan berada pada aspek pengembangan produk (co-creation), partisipasi pelanggan belum dilibatkan pada tiga aspek lainnya yakni currency, communal activation, dan conversation. Analisis tahapan customer path 5A mendapati faktor utama pada pemasaran sourdough Cookly adalah faktor rasa produk dan kemudahan menjangkau produk. Berdasarkan analisis gap bauran pemasaran 4C dengan customer path 5A terdapat tujuh gap yaitu pendapatan, keterjangkauan, rasa dan kualitas, akses informasi, eksistensi, awareness yang diberikan solusi berupa strategi pemasaran untuk meningkatkan penjualan.

Changes in healthy lifestyles have increased interest in healthy food products but Cookly sourdough bread products have not experienced a significant increase and reached their target turnover. This research aims to analyze the current marketing strategy, target market experience and find the gap between the two, analyze the target market's media preferences and formulate marketing strategies. Research with a qualitative descriptive approach with the determination of respondents by purposive sampling. Descriptive analysis to process data from the marketing mix 4C, customer path 5A, and information search media preferences. The results showed that in the 4C marketing mix, customer participation is in the aspect of product development (co-creation), customer participation has not been involved in the other three aspects, namely currency, communal activation, and conversation. Analysis of the customer path 5A found that the main factors in Cookly sourdough marketing are product flavor factors and ease of reaching the product. There are seven gaps of Mix 4C and customer path 5A, namely income, affordability, taste and quality, access to information, existence, awareness, which are given solutions in the form of marketing strategies to increase sales